The single most influential element for maximizing a CRM’s return on investment, ROI, is high CRM adoption. If your team doesn’t use the CRM you’re paying for, there’s no way you’re getting your money’s worth. So what makes sales people actually use CRM? Forrester Research has consistently found that access to mobile boosts CRM adoption — in one case study, mobile CRM increased use and adoption to 90%. That’s huge!
So why does mobile have this effect? Consistency. You’re telling them to use CRM and also giving them the tools to actually do it.
Alternatively, if you buy a CRM system that doesn’t have mobile, you’re actually undermining yourself: You’re encouraging them to revert back to their own old school solutions while they’re on-the-go such as pen and paper or spreadsheet apps. So even if you implement a CRM policy, guess what they can’t use when they’re away from their desks? The fancy CRM you’re paying for. It’s the same story when it comes to data entry. Who wants to waste time typing up handwritten meeting notes? …Might as well just use the old legal pad for everything.
Mobile solves this issue, and in the eyes of sales reps, also boosts the CRM’s usefulness. In fact, in a survey of nearly 2,000 salespeople, 82% said that mobile improves the quality of their CRM data. Naturally, you’d be more likely to keep using a product you consider useful.
But there’s also good reason to say that it’s also objectively true. At the most basic level, a useful CRM must:
Obviously, you’re more likely to add and update data when it’s easy and can be done any time. Likewise, when you build a habit of using your CRM across all your devices, it becomes a tool you rely on. The more you add to your CRM, the more full of helpful data that it becomes.
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