Why Training is so Important to the Success of CRM

Louise Alderton, 27 May 2011

More often than not we are compelled to buy a software application knowing all the wonderful things it CAN do but then never really use it to its full capacity. In fact, for most of the software you use on a regular basis I would be willing to bet you don’t even use 20 per cent of its capabilities. You might be able to get away with this for simpler applications but when it comes to a larger IT investment it becomes an issue. The key to the success of a larger software implementation, like a CRM solution, is fast user adoption of all the functionality promised on sale. You will only witness fast return on investment (ROI) if the end-users can make this transition to full use of the application, not 20 per cent. To do this you should have a strategy in place for comprehensive end-user training.

Why Training is so Important to the Success of CRM*

Despite the excitement of the decision-makers in the sales process, a CRM system will only be as effective as the people using it. Your staff (the end-users) need to use it and like it – they need to see the benefit it will have for them.

Why is Training Sometimes Short-Cut?

Why Training is so Important to the Success of CRM**

After a significant investment into a CRM system a company is reluctant to then fork-out for a training program. There are a few reasons for this. After the investment into the solution there is not a lot of money to spare for training or if there is the company would rather spend this on further customisation. With tight timelines you want to deploy the solution as quickly as possible so training is often overlooked. Companies are unsure on how to approach training for CRM, how much training will my staff need? While all of these seem very valid reasons for short-cutting training at the time if you take a step back and view the bigger picture it is clear that training is a vital component of the overall success of the solution.

Why is Training so Important?

Why Training is so Important to the Success of CRM***

Firstly, think about the implications of NOT doing training. With your staff trying to use the program without any training they will be very unlikely to use the application to its full potential. On their own they might use a couple of the very simple functions but the rest will be put in the ‘too hard’ basket. No training is just a recipe for disaster. To get what you paid for your team must embrace the full functionality of the system and be willing to use it every day.

Over the course of the sales process and creation of your CRM solution you would have gone through all the things you want the system to be able to do for your organisation and you will have an idea of the benefits it will bring. I doubt that you would have made such an investment without an idea of the ROI timeframe and gains you expect to achieve. But this planning is wasted effort without communicating this to your end-users and arming them with the skills to achieve these results. Even software, as intelligent as it is, won’t create productivity miracles without user input.

Training To-Do’s

Processes not Technology

When implementing training for your end-users it is important that you focus on processes and not the technology itself. Most end-users won’t have a strong IT background so talking in technical jargon won’t do you any favors and is likely to just scare them off. Explaining what benefits each process will bring is also a good idea.

Role Tailored

If you have large departments, for example a big sales force, it might be a good idea to tailor training to the needs of these different departments. This way you can focus efforts on the functions and processes that that specific department will use on a daily basis, and how this will help them be more productive and achieve their individual targets and goals. If an end-user can see how using the software will positively impact them specifically, it is more likely to encourage faster adoption.

Hands-On

Instead of sitting your team down and having them lectured to, it is probably a better idea to do hands-on training. Get them in front of a computer and using the software. This way they can see how it will work in a real situation, witness the benefits first-hand and are more likely to remember how to do things.

Magnetism Training

Why Training is so Important to the Success of CRM 

To get the most value you can out of your Microsoft Dynamics CRM solution you need to know how to use it effectively. At Magnetism we believe training is one of the most vital components to any solution.

Magnetism offer a range of training options from tailored onsite one-on-one training to classroom courses in our brand new 12-seat training facility. It’s really up to you and the needs of your organisation.

We have two specialist Dynamics CRM Microsoft Certified Trainers (MCTs) with CompTIA CTT+ qualification. We have a high level of expertise in the field of Dynamics CRM and extensive practical experience providing training for organisations such as Vodafone, New Zealand Trade & Enterprise and the New Zealand Red Cross.

 

* Image from: http://www.best-dog-photos.com/Dog-Training.html
** Image from:
http://www.blackborder.com/q/node/7499
*** Image from:
http://it.unh.edu/index.cfm?id=AB164023-F2E6-B36C-FE588F788F723EB3