When it comes to implementing a new CRM, success isn't just about choosing the right platform—it’s about ensuring your team fully adopts and utilises it as part of their daily workflow. In this blog we share some insights on overcoming barriers to CRM adoption and driving long-term success.
1. Start with Understanding Barriers
Adoption often fails because businesses overlook the root causes of resistance. Common barriers include outdated processes, lack of motivation, and insufficient involvement from users during implementation. We recommend addressing these issues head-on by:
- Conducting workshops to understand user needs and frustrations.
- Removing friction points, such as unnecessary complexity or outdated workflows.
- Actively involving end-users in the CRM setup process to give them a sense of ownership.
2. Leverage Behavioural Psychology
Adoption is about changing habits, and behavioural psychology offers powerful tools to guide this change. Understanding how users think and behave can help craft strategies that align with natural tendencies, reducing resistance and encouraging participation.
Here are some ways to leverage behavioural insights:
- Frame initial steps as "progress already made." For instance, pre-configure dashboards or auto-fill / enrich common data fields so users feel they’ve already made progress within the system. This sense of initial achievement can motivate users to continue engaging with the platform.
- Use "small wins" to build momentum. Highlight early successes, such as a simplified reporting process or faster access to key data, to show users the immediate value of the CRM.
- Tap into the power of reciprocity. When users feel like they’ve received something valuable—like pre-set workflows, useful saved views of data for easy access, or training tailored to their needs—they are more likely to reciprocate by fully engaging with the CRM.
- Reduce cognitive load. Ensure that the CRM interface and workflows align with existing habits and minimise disruption. This might involve personalising views for different teams (e.g., sales vs. marketing) so each group sees only the most relevant tools and data.
- Utilise nudges to encourage behaviour. Subtle prompts, like reminders to log data or notifications about incomplete tasks, can reinforce positive CRM habits without being intrusive.
3. Foster a Sense of Ownership
Ownership is a key driver of engagement. People value what they feel they’ve contributed to or influenced. To create this sense of ownership:
- Involve users in the planning stages - e.g. a workshop with the sales team during the early stages of implementation to inform them of the changes coming and setting the "why" early on can do wonders further down the road once implementation is complete
- Allow users to customise their CRM experience, such as tailoring dashboards or property views.
- Actively seek feedback on processes and demonstrate how it’s being implemented.
- Celebrate successes and involve users in decision-making to keep them invested.
4. Maintain Ongoing Engagement
Adoption is an ongoing process, not a one-time event. To prevent decline in usage:
- Provide "just-in-time" training through embedded help tools or short instructional videos.
- Use reports that show gaps or missing data to incentivise desired behaviours, especially for competitive teams like sales.
- Regularly update users on improvements and new features, showing that their feedback drives change.
- Keep an open channel of communication for ad hoc and 1-to1 support requests. At Growth London we like to use Slack for this purpose and clients are always welcome to reach out if help is needed.
5. Ensure Senior Leadership Buy-In
A disengaged or resistant leader can derail CRM adoption efforts. It's critical to:
- Engage leadership early by aligning the CRM’s capabilities with their strategic goals.
- Leadership should help to establish and communicate internally amongst all users the reason why a CRM implementation project has been undertaken. If it is clear to all from the outset that leadership have not only signed off on the project, but are also enthused and very keen to ensure everyone adopts the CRM, then this will help massively with user adoption.
- Directly address concerns, emphasising how the CRM supports their objectives and solves pain points.
- Foster accountability by ensuring leaders use the CRM themselves, modelling its importance to the rest of the team.
6. Build for Long-Term Success
Adoption doesn’t end after implementation. To sustain engagement:
- Treat CRM utilisation like product adoption, focusing on user retention and iterative improvements.
- Implement dynamic content delivery, such as HubSpot workflows that guide users through their next best actions.
- Keep communication lines open, ensuring teams always have access to the "why" behind processes and updates.
Final Thoughts
CRM adoption is as much about people as it is about technology. By understanding user needs, leveraging psychological principles, and fostering ongoing engagement, your business can ensure its CRM becomes an indispensable tool for growth.
Need help driving adoption? Growth London specialises in helping teams fully embrace and optimise their HubSpot CRM. Contact us to learn more about our tailored solutions.