Two CRM Adoption Strategies That Work

Ryan Plourde
| 10/3/2019
Two CRM Adoption Strategies That Work

Business systems can significantly affect user productivity. That’s one reason a comprehensive, flexible, and fully integrated CRM solution such as Microsoft Dynamics 365™ can benefit many types of organizations.

After conducting research, selecting a quality system, and choosing a qualified and experienced CRM provider to guide the implementation, organizations must get users on board. User buy-in is essential to a successful CRM implementation project, because employees who become proficient with the new system can more likely appreciate its benefits and work more efficiently.

Crowe CRM implementations focus on two strategies: creating a functional task force and reversing the “train the trainer” approach.

Create a functional task force

A task force becomes functional when it consists of users who depend on the system daily. Although management and software selection teams should buy in on a theoretical level and recognize the software’s potential, they should not be part of the task force.

When assembling the task force, management should select expected power users from each relevant department. The individuals should understand the overall capabilities and design of the system.

To serve effectively on the functional task force, members must:

  • Make decisions about system design and configuration
  • Communicate regularly with end users and the implementation team
  • Test, learn, and promote the system
  • Communicate with and encourage users who test the system
  • Answer questions and dig further to address tougher problems
  • Serve as the contact for their respective departments for processing change requests, complaints, and help desk tickets

During the testing phase of a typical CRM implementation, users often request changes without realizing how the changes might affect other departments and the overall design of the system. By understanding priorities and considering the bigger picture, members of the functional task force can modify or address some of these requests before they are sent to the provider. A qualified provider can alert task force leaders about possible issues and suggest ways to deal with them.

By answering questions, training other users, and filtering change requests, the functional task force can help the organization streamline its investment in the new system.

Reverse the “train the trainer” approach

A provider using the “train the trainer” approach trains one person who then trains other users in the organization. But how can organizations confirm that their power users understand the system and can share their system knowledge with coworkers?

Crowe recommends reversing the “train-the-trainer” approach. Users prepare demos of system functionality and present them to the provider. When users understand the functionality of the system before it goes live, they are more likely to become fully invested in the process. This approach helps increase users’ readiness, confidence, and buy-in.

Key system components should be assigned to an employee who will be using them to perform his or her job. One or more members of the functional task force can teach the employee how to use the system and help the employee prepare for a demonstration, such as a web session in which the user test drives the system and the provider asks questions.

A quest for success

The Crowe CRM team can help clients apply these strategies during a Microsoft Dynamics 365 implementation. These strategies can help increase user adoption and facilitate a successful CRM implementation.

Visit for more information about Crowe CRM services for Microsoft Dynamics 365 software. Have a question or interested in evaluating the CRM functionality in Dynamics 365? Contact us today.

Microsoft, Microsoft Dynamics, and Microsoft Dynamics 365 are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries.

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Ryan Plourde
Ryan Plourde
Principal, Microsoft CRM Leader