CRM Insights Blog

CRM Training: One Size Does Not Fit All

Training employees in using customer relationship management software may seem more like an additional expense than a necessity in running a business, but when you realize that customers are the "bread and butter," whether corporate or consumer, CRM is critical to any businesses' growth and success. When companies are looking for ways to cut costs, training is one of the first things to go. Now more often, companies realize the importance of education and include training costs in their budgets.

A critical pitfall for companies implementing CRM is focusing too much on technology and process and not enough on people. This can often mean not putting enough money aside to pay for training

Whether you pay a lot or a little, buying the latest and greatest CRM technology doesn't guarantee instant success. And, while CRM solutions greatly enhance an employee's ability to provide better customer service, make a more informed sales pitch or market more effectively, it's using CRM tools effectively that will make all the difference and why CRM training is a guaranteed return on investment.

However, a one-size-fits-all approach to CRM isn't the way to go for most companies. Most CRM solutions are customizable and scalable to the needs of any size company and the first step is assessing a company's specific needs and then designing a training program to fit.

• Self-paced programs allow employees to do it at their convenience. It can be designed to include testing and can provide progress reports to both participants and management. It provides a consistent approach for all users and is an effective way to provide continuous product enhancement training or as a supplement to other training methods. The biggest downfall can be the somewhat rigid content and the inability of the program to interact with the user.

• Web-based training with an instructor has all the advantages or e-learning and the additional benefit of a trainer with which trainees can interact. Participants can be geographically dispersed and still be part of a "classroom" setting. While this approach costs far less than physically bringing people together, the one drawback is unlike self-paced programs, this method requires scheduling, which can be a challenge across geography and differing time zones.

• CD-based training programs are self-paced and don't require Internet access. So, they can be used on any computer allowing employees to train at work or at home. However, they can also have rigid content and offer little or no interactivity. The biggest disadvantage is the initial development costs for CD-based training programs and the additional expense necessary to update these training programs to reflect improvements and updates in the CRM systems.

• Classroom training can be used in conjunction with any of the above. Its greatest advantage is that it allows human interaction so people can participate openly in questions and discussions that come up in a classroom environment. However, cost can be considerable if it involves bringing personnel to a centralized training location. And, this method is subject to scheduling considerations.

You need to do a cost analysis and determine the results of each method of training, but I am still a proponent of classroom training. It is impossible to duplicate the interaction between the attendees of a classroom and the instructor. It allows each person within your firm to participate in questions and discussion and work through process and technical issues that come up in a classroom environment. One question can generate another question, resulting in discussions and the development and fine-tuning of processes and procedures on how a system will be used.