Case Study: A Global Medical Products Company Promotes User Adoption Of CRM

A global medical products company introduced a companywide CRM solution to consolidate customer data and improve responsiveness to customers. But users were slow to adopt the new tool. The sales organization had a low level of computer skills and did not want to share customer contact information it had labored hard to collect over the years. To overcome this challenge, the company had to win the users' trust. This was accomplished by appointing a single individual as the go-to person to respond to user problems and concerns, implementing an extensive training program, and undertaking a multifaceted effort to collect the opinions of users to ensure that the solution closely matched their needs. The sales organization now accepts the CRM solution as a key catalyst for more customer wins and increased sales success.