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7 Tips for CRM Adoption Success

User adoption is crucial for maximizing returns on your CRM investment. Companies who have a robust adoption framework in place achieve up to 143% return on their CRM investment.*

Here are some tips to consider if you are looking to improve CRM adoption in your organization:

1. Audit each market’s adoption levels

When developing a CRM adoption framework and metrics, it helps to know the baseline adoption levels on each market. Consider critical factors affecting adoption, such as the perception of CRM, management buy-in, organizational changes, and process improvement initiatives in each market. Don’t forget to tie the metrics to your overall business goals, so your field teams know how they are helping achieve these goals.

2. Support field teams with training and release management

Learning doesn’t stop once you have trained your field teams. Consistently communicate upcoming CRM innovations and releases. Give them access to the latest release notes in an online portal or provide short tutorial videos for easy training and onboarding.

3. Involve end-users from the very beginning

By capturing user feedback, you can identify existing drivers and potential barriers for adoption and incorporate their suggestions in your strategy. Think of ways to keep them engaged in the process, such as encouraging healthy competition among affiliates. For instance, you can recognize countries who have logged in the most hours using the CRM and also identify CRM champions within the organization.

4. Adjust your adoption framework

CRM adoption is an iterative process. Metrics should evolve as adoption, and digital maturity within the organization improves. You can work together with your CSM to build a framework that can track, measure, and adapt the right metrics according to your own organization’s needs.

5. Continuously communicate with your field teams

Often, field reps see CRM as a tool for headquarters to monitor and control their performance. Explain how it helps the organization reach its strategic goals and enables reps to deliver a better customer experience across channels. A good adoption program involves field teams throughout the process. Talking about the results of the program – points for improvement, strengths, and capturing feedback — will not only engage teams but also ensure accountability and success in CRM adoption within the organization.

6. Leverage your Customer Success Manager (CSM)

The main objective of your CSM is to help you achieve user adoption success. Ask for strategic guidance and best practices to get the most out of Veeva CRM. Attend Veeva & U webinars and forums to share learnings with peers from other companies.

7. Join the biggest gathering of commercial and medical professionals in the life sciences industry

More than 1,200 industry experts from 150+ countries attend the annual Veeva Commercial & Medical Summit, Europe. Hear how other life science companies tackle industry challenges such as CRM adoption and take away actionable learnings. With an expanded agenda and two full days of activities, Summit is the place to gain industry insights, network with like-minded colleagues, and hear the latest technology innovations.

Want to learn more about how to monitor, measure, and accelerate your Veeva CRM adoption? Check out the first of the three-part blog series on your Veeva program health.

* https://www.mckinsey.com/business-functions/organization/our-insights/helping-employees-embrace-change