CRM Adoption and Gamification: Tips for Success

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When CRM Doesn't Work

Despite recent enhancements, CRM software satisfaction rates notoriously remain in the 50 percent range. A key reason is low adoption of the technology. After executives follow through with the purchase, they move on to the next "big decision." They don't always consider the "people" part of the implementation. Integrating a CRM solution into your organization often creates a cultural shift that needs to be supported throughout the organization.

Companies need to commit to implementation – including training and adoption programs such as gamification. Without the right plan in place, CRM software won't add a single dollar to your bottom line.

According to a report from consulting firm Capterra, the customer relationship management (CRM) market is on pace to surpass enterprise resource planning (ERP) as the largest grossing enterprise software sub-segment. That growth statistic shouldn't be surprising – if your business has customers, chances are you've either implemented a CRM solution or you're thinking about it.

CRM isn't just a sales tool. The finance and IT departments, customer service representatives, even executives who want to analyze data captured through the solution need to know how to utilize its various components. How does a company that has invested in CRM make sure that various internal audiences are using the CRM solution correctly and accurately? Gamification could be the answer for many.

In this slideshow, Chuck Ingram, director of CRM at Tribridge, a technology services firm, provides his thoughts on gamification as a way to ensure that companies are making the most of their CRM investment.


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