Even if you’ve never heard the phrase “user experience” (UX) before, you can probably spot a UX gone wrong. It’s the website that sends you on a wild-goose chase to find the information you need. It’s the software that doesn’t behave the way you expect it to behave.
When it comes to customer relationship management (CRM) software, bad user experiences are more than a frustration. They can bring productivity to a screeching halt. As a business leader, you might not know if your employees are struggling to use your company’s CRM.
Luckily for you, we asked our new Director of User Experience, Shannon Hale, for the top signs you should invest in improving your CRM’s UX. Here’s what she had to say:
1. You’re struggling to increase user adoption
Low user adoption is a common sign that your user experience isn’t up to snuff. Even when your executive team sees the value of CRM, there’s no guarantee your employees will use the tools available to them.
If using a particular system makes your employees’ jobs harder, adoption will be an uphill battle.
Not only will low adoption decrease the return on your investment, it could also spell the demise of your CRM project. Low user adoption is responsible for 70% of all failed CRM projects, according to Forrester Research.
User adoption comes from value.
“User adoption comes from value,” Shannon says. “Build a system that meets your employees’ needs every day, that helps them anticipate what they need to do, that helps them get their work done more efficiently, and that solves problems for them, and you’ll get adoption.”
2. You don’t trust the data
While CRM systems are an incredible tool for managing customer relationships, the system can’t automatically produce high-quality data. Just like the filing cabinets that once held paper records, CRM databases are only as good as the information your employees choose to file.
“If your employees aren't entering contacts, opportunities or other key information into your CRM, it could be that your users find it too complicated or time-consuming to use,” Shannon says.
If a system is difficult to use, you’ll likely have a database riddled with inaccurate, misplaced or duplicate data. Bad data could lead to misinformed strategic decisions, inaccurate sales forecasting or sub-par customer service.
3. Your tech-savvy employees grumble about using CRM
Whether they’re listening to music or planning a trip, your employees are surrounded by tools that make their lives easier. When your team sees UX done right in their personal lives, it can be jarring to use a counterintuitive app at work. Signs of frustration will inevitably bubble to the surface in the form of lower employee engagement and grumbling.
“If you regularly hear employees complain that it takes too long to view/enter information, or that they have to go through too many pages, this could be a sign that your UX needs to be revisited,” Shannon says. Want to upgrade your CRM’s user experience? Download our free eBook to learn how!