Employee Motivation in CRM: How to Increase Willingness to Learn and Perform

User acceptance of a CRM system is a decisive factor in the success or failure of any customer relationship management project. People need to feel good so that they are motivated and able to perform. The following 5 measures can positively influence the feel-good factor when it comes to CRM usage. And they are also easy to implement.

Only employees who are informed are motivated. Include all groups involved in the CRM project. Inform colleagues at regular intervals about the current status, organizational processes, goals and problems regarding the CRM implementation. Information about new features, best practice methods and general use should continue to be exchanged during operation. Here, fixed (monthly, later quarterly) dates, communication via the intranet or a CRM e-mail distribution list are possible.

Use (anonymous) surveys or structured employee interviews to find out at an early stage of the CRM project which improvement potentials and ideas employees see for the future use of the CRM system. Don’t save on CRM functionalities that offer particularly high added value for your employees. Important: Here, too, there is no end to the introduction! Also, when it comes to CRM, run a continuous improvement process that thrives on user input.

In your company, define power users in each department in which the CRM system is to be introduced. These users should of course like to work with the CRM system frequently. They are the first point of contact for all colleagues when it comes to questions of use, data maintenance etc.. The power users should also check the data quality in the CRM and, if necessary, provide assistance. Did you know that motivated power users have a decisive influence on the success of the CRM strategy in your company?

Take users seriously who take a negative stance against the CRM project. For this user group, you should develop a coherent concept that highlights advantages and resolves reasons for rejection. Have face-to-face conversations and arrange training tailored to the concerns and needs of these users. Objections should be dealt with in a practical manner.

A CRM system is not a control instrument with which you can examine your employees. It is important not only to communicate this point explicitly, but also to live it. Otherwise, there is a danger that employees will be educated to “cheat” and only store glossed over histories and figures in the CRM system. Employees must also be able to store negative reports in the system without any concerns.