CRM Training, You’re Doing it Wrong!


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I can say very accurately that over 90% of companies that have implemented a CRM system have failed in the education of their users in relation to the CRM system. How do I know this? Through my observation of CRM implementations since 1998. My bet is that your company is among those that have failed. Let me prove it to you …

Initial Implementation:

No CRM TrainingMost companies, after their implementation have an “employee training” for the new system (or several trainings). They teach their users things like:
• how to look up an account
• how to add an opportunity
• how to add a note
• how to update a contact’s information

The list is endless on what is included in the new system education. Many times books are created with walk-throughs on how to do each step. I have done this many times myself!

However, this type of new system education is setting the company up for failure. Why? Because the company is spending all of its time on software education, rather than process education. The ideal is to educate users on each process they are a part of, and show them where and how they interact with the CRM system at each step of the process. Whether it is data entry, data consumption or data updating, it should be part of a process.

Educating users on the new process helps to do several things:
• it ensures the newly remapped processes are understood
• it provides consistent action across the organization
• it helps employees to understand where CRM fits into their daily routine
• it eliminates “CRM Fridays,” where everyone waits until Friday afternoon to update necessary data in CRM

New Employee On-Boarding:

This is where it makes even more sense to educate on the process. I have been to companies that train new employees on their process one day, and then have a CRM training on a subsequent day. They are basically telling their new hires that CRM is an afterthought to the process, and asking them to figure out how CRM should fit into their day. If your CRM is ingrained into your process, there is no need for separate education. Process education should include CRM at the appropriate steps.


Does this make sense? Have you been wondering why you have had less-than-optimal results with your CRM implementation? Are you one of those that “Trains on CRM” and leaves the process integration up to the user? You can fix it. And the best news is that you don’t have to replace your CRM system. You just have to change your way of thinking. All it takes is a little time mapping out your processes and determining where CRM fits. Then re-ignite CRM with process training.

Need help? As always, I’m available to advise, coach, or even facilitate nitration of CRM into your processes. Send me any questions you may have: [email protected].

Luke Russell
Luke Russell has been CRM consultant since 1998. He has personally consulted with hundreds of organizations, and has a strong success record for CRM implementation and results. During this time, he has worked with customers to achieve such lofty goals as higher quote win ratios, larger average order size, more effective follow-up, reduced cost of administration, increased customer retention, and expanded cross-sales into existing customers; to name a few. Luke is the founder of Resolv, Inc.


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