They Don’t Use It: The Fundamentals of CRM User Adoption and Engagement

They don’t use it because no one likes corporate CRM software. I mean no one. It’s ugly, sluggish, doesn’t add any value, and usually causes more harm than good.

Trust me, I’ve been in this business for 15 years and have never seen sales reps or a sales team excited about a new CRM software. Sure, a few tech geeks might be curious at first, but their interest fades after a few days of routine operations.

One day, while sitting on a ferry from Germany to Latvia, staring at the endless sea, inspiration struck. I grabbed my iPhone—the only writing tool I had—and typed out a methodology that’s stood the test of time. Despite trying to refine and change it, I always return to the original version because it just works.

I call it the CASEI (“kay-see”) Framework—a comprehensive approach covering culture, agility, sponsorship, engagement, and involvement. This framework transforms CRM platforms from a dreaded tool into an indispensable asset. But before we dive into the details, let me give you some context.

80% of CRM Projects Fail

80% of CRM projects fail. I’ve already written an article on this topic, but I never tire of repeating that it’s highly likely your project will not be an exception.

The thing is, projects fail quietly. They fail without managers running around and screaming about the massive failure of their recent assignment as CRM project manager. Guess why? They’ll be the first to be blamed.

CRMs fail when users start getting their hands dirty with it—or, better to say, not getting their hands dirty. CRMs fail because employees quietly quit. They just ignore the innovation, leaving you with tens, often hundreds of thousands of dollars worth of investment in vain.

Development Budgets Far Exceed CRM Adoption Budgets

While users quietly quit, businesses are reluctant to pay for services, especially those that are hard to track. How would you rate the quality of delivery from a consultancy firm that helps make your users more aware of their sophisticated Customer Relationship Management system?

One might argue that adoption dashboards are available. While this is true, businesses don’t care about CRM adoption most of the time. They don’t even recognize it as a problem until it’s too late. Businesses like to pay for CRM features.

What management doesn’t know is that every penny spent on feature development requires three pennies worth of investment in its implementation.

The issue is that when accounting for project costs, businesses often fail to include their own expenses in the project. When a company hires a consultant to help with CRM implementation, it will inevitably require someone within the business to assist the consultant.

Usually, these are multiple people, such as a business process owner, IT manager, data specialist, and so on. It depends on the scale of the business, but the amount of effort spent internally is far greater than typically expected.

Business Involvement

Let me give you an example that I see within our company every day. Recently, we hired an SEO agency to help make our website more visible on the internet.

While the agency does a great job acquiring backlinks (part of the process to get our website to the top of search results) and helps us contact other website owners to post our content, we remain responsible for the content.

We made that decision because we are Salesforce experts and we know how CRM works much better than any copywriter would. 

The very article you are reading right now is my work, not our SEO agency’s. They help me edit it, draw some images, and maybe put some extra keywords in the right place, but I’m in charge. 

I spend about eight hours a week—a full business day—writing these articles for you.

CRM implementation works the same way. Businesses need to get involved; otherwise, it’s like hiring someone to date your spouse.

Where CRM User Adoption Fails

Let me give you another piece of missing context. Not all CRMs are created equal, and not all areas of CRMs fail with equally high failure rates. The use of the right strategies to improve CRM user adoption can significantly impact the success of a business.

Think of the one software you use in your business without ever skipping it. Let me guess: it’s usually invoicing software. Do you know why?

Invoicing is such a mission-critical part of the business that no one wants to skip getting paid. You want to have control over your payable accounts, so you’re forced to use it. Even if it’s junk, it still does the job.

With a sales process, it’s different. You don’t have an immediate and objective criterion for not entering that new lead in the system. The reason lies in probability.

Normally, every issued invoice is paid, so you, or your employee, has a very straightforward path of thinking: if I create an invoice, I will have a very tangible result in return.

With a lead, if you happen to forget to enter it into the CRM system, nothing dramatic will happen immediately. Errors and missed opportunities will accumulate quietly in the background, without anyone ever noticing.

Survival Error

During World War II, engineers faced a critical challenge: redesigning warplanes to increase their survivability. The initial approach seemed straightforward—examine the planes that returned from combat missions and reinforce the areas riddled with bullet holes. 

However, this strategy, while intuitive, overlooked a crucial aspect: the planes that didn’t return. These missing planes likely had damage in other areas, and understanding this discrepancy was key to a more effective redesign.

This concept, often referred to as “survivor bias,” revolutionized their approach. Engineers realized that reinforcing the already damaged areas of returning planes wasn’t the solution. Instead, they needed to focus on the undamaged areas of these planes, as damage in these areas likely led to the loss of non-returning aircraft. 

By shifting their focus and reinforcing these critical but seemingly undamaged parts, they significantly enhanced the planes’ survivability. This story serves as a powerful reminder of how critical thinking and questioning initial assumptions can lead to innovative solutions and better outcomes.

Typical Scenario

A typical scenario of CRM failure often unfolds in a predictable pattern. It starts with bad business analysis, where the requirements and goals are not clearly defined, leading to a system that doesn’t align with the company’s business processes or objectives. This flawed foundation evolves into wrong expectations. Management and new CRM users may expect the CRM platform to solve problems that it simply isn’t equipped to handle, creating frustration and disappointment as the system fails to deliver the anticipated benefits.

As the CRM is rolled out, it meets resistance from middle management and employees. Middle managers, often set in their ways and wary of change, may not see the value in the new system and thus fail to champion CRM adoption. Employees facing a new CRM tool that disrupts their routine may also push back, preferring the familiarity of their old methods.

The implementation struggles further when it hits the wall of ignorance from top management. Without a deep understanding of the CRM capabilities and the change management required for successful CRM adoption, top executives may overlook or undervalue the importance of training and ongoing support. Their lack of engagement can doom the project to failure.

Ultimately, the CRM solution ends up being used for only a few mission-critical functions, such as invoicing or shipping, if it is used at all. The broader, more strategic benefits of CRM usage remain unrealized, and the system becomes another underutilized tool. The initial investment in the CRM, both in terms of money and time, fails to deliver the expected return, leaving the business back at square one.

This scenario is all too common, emphasizing the need for thorough analysis, realistic expectations, active involvement from all levels of management, and a focus on user engagement and training. 

CASEI Framwork

To address the issue of CRM user adoption, I have developed the CASEI (“kay-see”) Framework. This framework should be used before starting the project to ensure a higher chance of success.

The CASEI Framework is a comprehensive system that requires the involvement of every team member. It’s not a quick fix that will resolve all issues with CRM adoption immediately, but rather a gradual adoption process that works overtime to foster user engagement, improve CRM adoption process and ensure successful CRM implementation.

Additionally, I have prepared a PDF with a ready scenario for user engagement and a case study that will assist you with User Engagement.

Fundamental #1: Culture

Culture is one of the most challenging aspects of the CASEI Framework to achieve, yet it is fundamental to engaging your team. A strong culture can compensate for system errors and is cultivated over years. I refer to it as “digital culture,” often found in digital companies.

To build the right culture, start with yourself. Be a trailblazer by demonstrating the behaviors and attitudes you want in your team. Consistently follow the rules and guidelines without exceptions for a select few. Your actions set the tone, showing your commitment to the CRM by using it effectively.

Integrating your CRM into daily business operations is an essential part of this culture. Build rituals and routines around the CRM, ensuring it becomes integral to how you report and use CRM data in real-life scenarios. The CRM should become so embedded in daily activities that it’s not an option to operate within the company without it.

Promote transparency by fostering open communication. Share successes and CRM adoption challenges openly, and encourage your team to do the same. Transparency builds trust and reinforces the importance of the CRM system. Encourage collaboration by creating opportunities for team members to work together using the CRM. This helps them see the system’s value in real-time and promotes shared purpose.

Be patient and persistent. Building a culture takes time, so celebrate small victories and maintain a long-term perspective. The goal is to create an environment where the CRM is indispensable to your business operations, seamlessly supporting your team’s efforts and enhancing productivity. By focusing on these steps, you can cultivate a digital culture that supports CRM adoption and engagement, ensuring long-term success and customer satisfaction.

Fundamental #2: Agility

Agility is a crucial component of the CASEI Framework. In the context of CRM adoption strategy, agility refers to the ability to adapt quickly to changes and new information. A rigid approach can hinder progress and frustrate CRM users, while an agile mindset fosters flexibility and responsiveness, essential for successful implementation.

An agile approach begins with a willingness to iterate and improve continuously. Rather than aiming for a perfect, one-time rollout, focus on early CRM improvements. Start with a basic version of the CRM and refine it based on user feedback and evolving needs. This iterative process ensures the system remains relevant and effective.

Encourage your team to embrace change. Agile practices, such as regular check-ins and feedback loops, can help identify issues early and address them promptly. Make it clear that adjustments and tweaks are part of the adoption process, not signs of failure. This mindset shift can alleviate resistance and promote a culture of continuous improvement.

Finally, maintain open lines of communication. Agile CRM implementation relies on constant feedback and collaboration. Regularly solicit input from users and stakeholders, and be prepared to make swift adjustments based on their valuable insights. This responsiveness builds trust and demonstrates a commitment to making the CRM work for everyone.

Fundamental #3: Sponsorship

To build strong sponsorship, it’s crucial to get influential figures on board who genuinely believe in the CRM’s potential to drive business goals. This involves identifying and involving those who are motivated by the company’s success, rather than personal political gains.

Be prepared for resistance and hard decisions. Sometimes, you may need to let people go if they are not aligned with the CRM project’s objectives. However, exercise caution and make these decisions carefully to avoid unnecessary disruption.

Adopt a no-nonsense policy when selecting sponsors. Ensure they are not politically motivated but have genuine business goals in mind. A bad example of a sponsor is someone who is politically driven, seeking involvement in the CRM project solely to gain “political points.” Such individuals can hinder progress and create unnecessary conflict.

On the other hand, a good example of a sponsor is someone who is accustomed to working with digital tools, values transparency, and proactively researches and proposes solutions. This person is likely to be a great match for the team, driving the CRM project forward with genuine enthusiasm and commitment.

By securing the right sponsors, you ensure that the CRM project has the backing it needs from influential figures who will champion its success and facilitate smoother adoption and integration into daily business operations.

Fundamental #4: Engagement

Engagement is often where we begin when customers hire us to help with CRM user adoption rates. It’s the easiest to implement and will give you almost immediate results. However, these results will not be lasting if you don’t create a comprehensive follow-up plan and build routines during your engagement campaign.

Start by building a communication plan focused on high-quality content. Make this content as personalized as possible. For instance, if you have Sales Cloud users and Service Cloud users, ensure you create different training paths for these teams. Tailored content helps users see the relevance of the CRM to their specific roles, increasing their motivation to engage with it.

Make sure your engagement campaign includes unavoidable steps. Ideally, employees should be required to undergo exams after training before they can continue their work. This ensures that they are proficient in using the CRM tool and reinforces the importance of the system.

Gamification can also play a key role in engagement. Include badges and other incentives to make the learning process more enjoyable and motivating. Recognizing achievements can encourage continued use and mastery of the CRM.

To support your efforts, I have created a sample engagement plan that you can re-use. Simply leave your email to get it for free. This plan includes detailed strategies and templates to help you build an effective engagement campaign tailored to your organization’s needs.

Fundamental #5: Involvement

Finally, at the top of the pyramid is your personal involvement in the process. Your active participation is crucial to drive CRM adoption.

Stay informed about what’s happening. When your IT team asks questions about the future system, take them seriously. Be attentive during demos and try to understand what your team is showing you. Your engagement can help identify potential issues early on and ensure the project stays on the right track.

If you see something obviously going in the wrong direction, step in and get involved. Your insight and decision-making can steer the project back on course.

Involvement means being present and proactive at every stage. Engage with all aspects of the CRM implementation, from initial planning to ongoing support. Your commitment will inspire your team and emphasize the importance of the CRM tools to the entire organization.

Get involved, get involved, get involved—everywhere you can. Your dedication and hands-on approach are vital for driving CRM adoption and integration.

Final Word

There is no one-size-fits-all solution for CRM adoption challenges. Every company has a unique culture, a unique set of people, and its own vibe. However, as a rule of thumb, start with engagement. Use the template I’ve created for you as a starting point. Remember, the key to success lies in establishing consistent routines.

If you need someone to talk to, don’t hesitate to leave your contact details in the contact form on this website. 

Finally, don’t forget to subscribe to our weekly newsletter where I share customer relationship management wisdom, personal experiences, and food for thought every Tuesday.

Cheers,

J