Why CRM training matters as much as the technology itself

“42% of businesses cite lack of training or CRM experts as the biggest barrier” (Source: crm.org)

For more than three decades, we’ve worked alongside membership organisations to help them embed CRM systems into their day-to-day operations. During that time, one lesson has come through consistently: investing in the right CRM is only the first step. The real value comes from how well people are supported to use it.

A CRM is, at its core, a repository of data. But data is only as good as its accuracy and the way it is captured, interpreted and acted upon. Without the right training, even the most powerful CRM can become under-used, inconsistently maintained or, worse, damaging to member relationships through inaccurate or incomplete information. For organisations built on trust, engagement and long-term value, that risk is simply too high.

Getting implementation right from day one

The earliest interactions people have with a new CRM often shape its future use. Implementation training is therefore one of the most critical moments in the CRM lifecycle. These early users frequently influence how colleagues perceive and adopt the system.

Effective implementation training goes beyond showing people where to click. It builds confidence and establishes good habits early. Without this foundation, teams may develop shortcuts that feel efficient in the moment but gradually undermine data quality. In membership organisations, poor data can quickly lead to broken member journeys, inaccurate communications and a loss of trust. Getting it right from the outset helps ensure the CRM becomes a reliable, shared source of truth rather than a point of friction.

The overlooked value of refresher training

“65% of CRM users say training is essential for success” (Source: Digital Socius – CRM Statistics 2025)

CRM use is rarely consistent across an organisation. Some roles rely on it daily, while others use it more occasionally. Staff turnover, role changes or time away from the system can all lead to gaps in confidence and knowledge.

Refresher training plays an important role here. CRM platforms evolve over time through updates and new features, and it is often only when people are using the system in real-life scenarios that uncertainty emerges. Without opportunities to revisit the system and ask questions, users may miss improvements designed to make their work easier or more effective. Over time, this can result in inefficient processes, duplicated effort and inconsistent data handling, all of which affect the member experience.

Supporting new starters properly

When new colleagues join, CRM training is sometimes treated as something that can be picked up informally. While peer support has value, it also risks passing on poor habits or incomplete knowledge.

Dedicated training for new starters helps ensure everyone has a consistent understanding of how the CRM should be used and why agreed processes matter. Where possible, training delivered by the CRM supplier can help reinforce accuracy and best-practice use of the system.

Training through change and upgrades

No CRM remains static. Updates and upgrades are a normal part of its lifecycle, often introduced to improve functionality or respond to organisational change. Written guidance alone rarely provides enough context for users to understand how changes affect their day-to-day work.

Targeted training at these points helps teams translate new features into practical benefits, ensuring improvements are understood and adopted rather than ignored.

Consider these steps to protect your CRM investment

Build an ongoing training plan before go-live, not after, to prevent poor data habits forming early.
Train by role, not just by system, so each team understands the CRM in the context of their work.
Schedule refresher sessions regularly and after updates, ensuring improvements are understood and used.
Measure adoption through data quality, not just logins, to identify where support is needed.
Create CRM champions who can share best practice and maintain momentum across teams.
Onboard new starters properly to maintain consistent standards and data governance from day one.