Whether your company’s CRM system was implemented a decade ago or launched last month, there are likely ‘pockets of resistance’ to adopting the CRM system.
Some individuals within your organization may choose not to use the system at all. So far, the cost of the system has outweighed its benefits.
Here are the main reasons employees resist using a CRM system.
1. Your System is Built on Legacy Technology
If your CRM database resides on an in-house server, there may be technical barriers to usage, such as requiring users to first connect to your corporate network to access the application.
If it’s onerous for users to get access to the system, adoption will suffer.
2. Your CRM System is Filled with Bad Data
When users must navigate through numerous duplicate records and encounter too many fields and pick lists with dozens of options, they become discouraged from using the CRM application.
Many ‘long-gone’ contacts in the database add to the clutter.
3. Your CRM System Was Over-Designed
CRM database design tools are more powerful than ever. While developing a normalized database structure is good practice, there are risks associated with over-designing a CRM database, which can force users to drill down to multiple levels to enter and access data.
Too many levels of database hierarchy can also make report generation a challenge.
4. Your CRM System Was Under-Designed
Sometimes, CRM administrators new to managing a database application will under-leverage the relational capabilities of a CRM database and will design an overly flat database structure.
A classic example is the addition of secondary contact fields to the account level, which makes for easier data entry, but which cripples future one-to-one communications with those contacts.
5. Your CRM System Doesn’t Match Your Business Processes
There are numerous stories of organizations where certain business processes are driven by how the CRM system operates — not the other way around.
It’s critical to develop your requirements first — even before buying a CRM system.
6. Your CRM System is Platform Dependent
If your CRM system doesn’t work on users’ preferred browsers and devices, it may severely limit users’ ability to access the system.
To what degree does your CRM run on assorted versions of Firefox, Chrome, Safari, Windows, macOS, iOS, Android, etc.?
7. There’s Nothing for Users to Get Excited About
Many people log into their favorite social media platforms every morning because they look forward to seeing what’s new and exciting on their timelines.
If a salesperson knows that new, quality leads will be waiting for them every time they log into the CRM system, they will have something to look forward to.
8. Users Don’t See Added Value
Sales users, in particular, need to believe that using a CRM system will add to their paycheck. If a CRM system doesn’t help increase sales, why bother using it? What functionality does your sales team need to shorten sales cycles and improve closing ratios?
If customer service users can’t manage customer email communications within the CRM system, it will be a disincentive for them to adopt the CRM system.
9. A Lack of Executive-Level Involvement
Often, busy executives don’t take the time to understand the issues with the company’s CRM system, resulting in underutilization.
Therefore, the CEO, COO, and other management team members may not financially support updates to the system or a replacement of the system, which would lead to higher adoption of CRM.
10. New Users Aren’t Getting Properly Trained
New users of your CRM system are given a username and password — but no training.
An ongoing training program is essential for maximizing new user adoption. “We never got trained” is a common complaint among CRM users.
11. Your CRM System Isn’t Collaborative
Collaboration within a CRM system is a big component of internal company communications for many organizations. Collaborative functionality within CRM, such as Salesforce Chatter and HubSpot’s collaboration sidebar, can drive user adoption.
12. There’s Way Too Much Manual Data Entry
This was a common problem before legacy vendors began to incorporate AI-driven enrichment into their platforms and before AI-native CRM platforms, such as Aurasell and Octolane, were introduced.
Moving forward, salespeople will need to spend less time updating CRM records, as this process becomes more automated.
The proper steps can be taken to improve adoption only after identifying the reasons for under-adoption.
It’s essential to conduct interviews with users so they can articulate their reasons for underutilizing or rejecting the current system.
