5 key business processes to drive CRM user adoption

During this year’s Sugar Conference, I had the opportunity to network with a number of external Sugar customers and prospects, and also speak with some of our local customers. User Adoption was a common theme in these conversations.

What was even more interesting was that some organisations had been CRM users for some years, yet they still struggled with getting their salespeople and marketing teams to maintain quality information in the CRM.

Communicating with staff on key business objectives by OSS GroupKey issues raised by managers included:

“users aren’t using the system as often as we’d like them to”

Salespeople had a different view:

“we have to input so much data”

“it’s just a reporting tool for management.”

The issues raised by Management are directly due to the challenges faced by the Salespeople. Most of these issues can be easily avoided or can be resolved with a little perseverance. Here are a few items your organisation should focus on:

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How automation and data input drives user adoption

Resistance to change can manifest itself in many ways. One of the most widely heard objections is the input of customer data for no perceived value. Automation of data input and targeted views into this data reverse this motivation and help with buy-in at all levels of your organisation.Sugar CRM process automation from OSS Group

Process Automation – The goals of process automation is eliminating manual, time-consuming and costly tasks within an organisation, and increasing assurance over the timely and accurate completion of processes and their data. Automation of manual work increases efficiency and improves productivity, reducing overall operational costs; but better data also drives better customer insights and business decisions.

Sugar CRM’s process automation toolsets are designed to automate your customer-facing processes, for example, automatically creating Support Cases from Inbound Emails Sugar can be configured to monitor group email accounts and then perform a corresponding action, i.e. emails sent to a monitored group mail account will be automatically converted into a Sugar case record.

Automate data input from other sources – don’t leave your CRM application sitting on its own, as this will limit its effectiveness in providing a holistic view of your customers.

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