As the CRM industry matures, training continues be a vital aspect of a successful Customer Relationship Management solution. My previous firm had trained over 10,000 people in the use of CRM and Business Intelligence Software. We learned many valuable lessons from our experience in the CRM Training Business that I would like to share with you.

CRM Training Incorporated in Needs Assessment
Training should not be an after thought, but be included in the needs assessment process. Who needs to be trained, how are they going to be trained, training materials, location, instructors, timetables, and so on. It has been proven over the years that a solid and successful CRM system is based on comprehensive and well-planned training program.

End-User Buy-In Before Training
The end-user should be involved in the entire CRM initiative and be represented in the needs assessment process. They should come to training prepared to learn about the new CRM system. They should not use it as a forum to question the project, design and usefulness of the system.

Customized Training
A training class designed to meet the specific needs of the end-user will result in a better-trained end-user with a shorter learning curve. This includes using the client’s database and screen structure along with customized training materials. A generic training class can be helpful but it does not provide the end-user with the look and feel of the product that they will be working with on a daily basis. Without a doubt, this is more expensive, but you will receive a much better return on your investment.

Training by Job Category
You should provide training by job category: sales, marketing, customer service, business management and system management. The class will be much more productive and focused and your end-users will not spend valuable time on topics that are unrelated to their individual responsibilities.

CRM Advocate
As I mentioned earlier, employees should be well aware of the company CRM initiative and their responsibilities when they participate in a training class. At the same time, it is important to ensure a positive experience and attitude throughout the training program. We recommend that a CRM Advocate participate and possibly proctor each training class. This person should be a recognized sales performer who understands the value of the CRM system, well respected within the organization, and highly regarded by his or her peers.

Length of Class
You need to design the length of the class around the background and experience of your end-users. Salespeople tend to have a shorter attention span and sitting in a classroom for two straight days is difficult. Our experience shows that shorter classes give the best results. We recommend numerous short breaks throughout the day that are limited to fifteen minutes each.

Include Practice Exercises
It is difficult for an end-user to sit through eight hours of lectures. Your training should be a “how to use” class and include hands-on, step-by-step training. This includes the use of practice exercises that keep the end-users involved and active.

Ergonomics
This may seem like a minute detail but believe me, no one wants to sit on an uncomfortable chair for eight hours, while trying to concentrate and learn a new software product. The desks and chairs should be organized in a way that the end-users have clear visual access to the overhead screen, blackboards, and instructor.

Remote Location
The end-user should make the commitment to allocate a certain amount of time for classroom training. This time should not be disrupted by phone calls. You need to provide an environment that is as free from distractions as possible. In some situations, you may have to find an off-site training location. A person coming and going out of the training session is extremely disruptive. You may find that off-hours would give you the quiet time you need. Also consider providing training at regional and national sales conferences when all of your salespeople are at the same location.

Equipment
You should have a high-quality desktop projector. Students should have their own computer to work on with a large, high-quality monitor. You need to make sure that each computer is working properly and loaded with the most recent version of the software. If the training staff starts a class with a broken computer and/or a poor quality desktop projector, they are off on the wrong foot and it’s tough to recover.

Training Manuals
Your training manuals should be designed around the customization made to your CRM system. You may want to take a generic CRM manual and add an addendum for the customizations. The manual should be an easy to read book with the intent of being used as a reference after the training is completed.

Instructor
Our most successful instructors were performers. They have a certain energy level, a thorough understanding of the product and how the system is going to be used and the ability to train a variety of people with different aptitudes.

A Train the Trainer program may be considered where a certain group of the staff is thoroughly trained on the product. Make sure that these people have the interpersonal skills to perform this function.

Web and Computer Based Training
There is a home for this training method but it is not a substitute for classroom training. It can be used as an introduction or pre-test for other training or used as a refresher and update training. There are many valuable lessons learned in a classroom environment with peers. The human interaction, question, and discussion can’t be replicated in this sort of training method.

Q&A and Follow-up Training
Training should be constantly changing and evolving with the changes to your CRM system and staff. Update training is vital to keep people fresh and utilizing as much functionality as possible. It gives the end-users a forum to ask questions and point out issues that can be used as the basis for improvements to the product.

Conclusion
If you follow these steps, it will result in happier end-users, who will use the system to improve their productivity, resulting in a faster return on your CRM investment.

About the Author
Sidney C. Lejfer is President of Harvest Solutions, a Customer Relationship Management Consulting and Training Organization. He is a featured writer and speaker on the benefits of Customer Relationship Management Technology. Please contact us for additional information.