So, you’ve forked out for a customer relationship management (CRM) system, the last thing you want to do now is hand over more cash for training. But, is this investment the only way to get the best out of your new CRM system, saving money in the long run?
There are certainly those (some of them in the business of selling the training) who would argue that it is absolutely essential. And they have the figures to back their thesis up – of the 77% of British businesses that use a CRM system around 40% weren’t getting the results that they wanted. Similar results have been found in other surveys and any reading on CRM will soon lead you to complaints about limited staff uptake of the system and over-complexity.
The people behind the research concluded that it wasn’t bad software to blame, it was human interaction with it.
The benefits of CRM training
CRM simply won’t work if your team don’t believe it will help them provide a better service and if they don’t buy in to what can initially be a potentially complex set of new processes. People are naturally resistant to change and anything that seems to make life harder is going to have your staff’s back up from the start. As CRM systems are typically designed to be organisation-wide and require different staff to chip in at different points to provide a complete picture you need to win a lot of people over. This lack of a defined beginning middle and end to what your staff have to do is just another barrier to successful CRM uptake.
If you’ve got your head screwed on, you’ll have researched your CRM decision in depth before you buy, possibly making use of trial periods before you committed. You may even want to bring in CRM consultants to guide the process and, if you do, they should give you the advice you need on training.
But be warned. This is an investment to save time and money in the long run, but it requires a fair amount of time and money in the short term, and that scares some companies off.
The process of CRM training
In an ideal world your trainers will take the time to learn about your business in order to deliver a programme that will really work for your staff and won’t waste time just sharing their comprehensive knowledge of a system parts of which your staff will never use. You should also look for a rigid focus on processes – what am I going to do? – rather than technical details. Training to the book on a system that will be heavily customised by the time your staff use it will also be a waste and this may be a particular problem if you engage the software company themselves to train your team, it may be better to go independent.
CRM training is a benefit, if you can afford it. Those users who report problems with their systems almost invariably point to human rather than technical failings. However, it’s a cost, possibly a large cost, and in the final analysis that will be the key decision, but you must remember to properly assess how much money you could waste if you fail to make a go of CRM.