5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your...
Transcript of 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your...
![Page 1: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/1.jpg)
5Sugges(onsFor
MaximizingCRMUser
Adop(on
By:LewisKopp&LisaTyprowicz
![Page 2: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/2.jpg)
CRMimplementa(onshavea
higherfailureratethanmostother
typesofsoGware.Itises(mated
that50%ofCRMimplementa(ons
failinthefirstthreeyears.The
causeofthesefailuresisrarely
hardwareorsoGware.
MostCRMfailuresaretheresultof
alowadop(onrate.
Ifyoursalesandserviceteamsare
notonboard,theywilleither
refusetouseyourCRMsystemor
avoiditwheneverpossible.
Fortunately,it’spossibletoachieve
ahighadop(onratebyfollowinga
fewguidelines.
Thefollowingaremytop5focus
areastomaximizeuseradop(on:
MostCRM
failuresare
theresultofa
lowadop(on
rate.
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
it’spossibleto
achieveahigh
adop(onrate
byfollowinga
few
guidelines
![Page 3: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/3.jpg)
WIIFM-What'sinitforme?
OGen,thedirec(vetorolloutafirmwideCRM
comesfrommanagement.Thiscanbeagreat
benefitsinceakeytosuccessishaving
managementbuy-in.However,itisimportantnot
tofallintothetrapofbuildingasystemsolely
aroundwhatmanagementhopestogain.
Managementfrequentlywantsvisibilityintothe
pipelineinordertoforecastandanygoodCRMwill
deliverthat.Donotforgetaboutyourday-to-day
users.Ifyoursystemisbuiltonlytosupport
managementanddoesnotprovideanybenefitsto
thestaffenteringtheinforma(onitwillfail.My
recommenda(onistoincludestafflevel
employeesinyourCRMimplementa(onproject
fromthebeginning.Youwillwanttomakesure
theirpainpointsareaddressedinyourrollout.
Hereareafewthingstheymaywant:
What’sInIt
ForMe?
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
Donotforget
aboutyour
day-to-day
users.
• Workflow-Havethesystemdothingsautoma(cally
forthem.Examplesincludeautoma(cfieldupdates
whencertaintriggersoccur.Automa(cemail
reminderswhenitis(metoini(atecontactwithan
opportunity
• Click-to-dialandincomingcallscreenpops
• Reportsontheirowndata
• Dashboardsrela(vetotheinforma(ontheycare
about
• Real-(meinforma(onabouthowtheystackup
againsttheircolleagues
• Toolstohelpthemsell/servicei.e.:Compe((ve
intelligence
• Noduplica(onofinput
![Page 4: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/4.jpg)
DataQuality–ACRMisonlyasgoodas
thedataitcontains.IfyourCRMhas
garbagedata,yourcompanywillnot
usethesystem.Commonproblems
include:Duplicatedata,lackofdata
standardiza(on,incompletedataand
stalerecords.
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
Data
Quality
• Duplicates–Duplicatedataintroducesseveralproblems.Inaddi(onto
crea(ngconfusiononwhichrecordiscorrect,youwillhavetheissueof
ac(vi(esbeingloggedtomul(plerecords.Thisimpedestheabilitytogetan
accuratepictureoftheinterac(onswithaspecificcontactorcompanyand
mayintroducedoublecoun(ng.Addi(onally,whenanupdateisneeded,itis
highlyunlikelythatauserwillupdatealloftheduplicates.Forexample,John
Smith’saddresshaschangedsoauserupdatesthefirstJohnSmithrecord
theyfind.Theendresultismul(plerecordsforJohnSmithwithdifferent
addresses.Willyouknowwhichoneiscorrect?
• DataStandardiza8on–Thisissuecanbeseeninmanydifferentfieldsbut
frequentlyinfieldslikestate,name,phonenumberandindustry.Foran
example,letslookatthestatefield;IfyourdatabasecontainsNewJersey,NJ,
N.J.andmaybeevenJersey,youhaveanissue.Imaginethepersontasked
withproducingareportofeverycontactinthestateofNewJersey.Another
commonfieldexampleisIndustry.Avoidanindustrylistthatcontains:
Technology,Informa(onTechnology,IT,Tech,etc.Phonenumbersthatlook
like212-555-1212,(212)555-1212,+1212-555-1212and2125551212canbe
distrac(ngespeciallywhenviewedinareport.Howaboutfirstandlastname
fieldscontaininglEWISkOPP?
![Page 5: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/5.jpg)
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
• IncompleteData–Doyouhaveacontactscreenwith100fieldsandonlythefirstnameandemailaddressarepopulated?Consider
implemen(ngascoring/ra(ngsystemthatindicatescompletenessof
thedata.AnexampleofthisisseenonLinkedIn;Yourprofileis85%
complete.Therearealsodataenrichmentservicesthatcanhelp
populateyourdataandfillinsomeoftheblanks.Finally,consider
requiredfieldsbutemployastrategyinleveragingthisfunc(onality.At
ahighlevel,youwillonlywanttoenforcearequirementifyouaresure
thatthepersonenteringwouldknowthisinforma(onatthe(meof
entry.Somesystemsarecapableofintroducingaddi(onalrequired
fieldsasarecordmaturesinyoursystem.Forexample,whenan
opportunityisfirstcreatedtheamountmaynotbeknownandshould
notberequired,butbythe(methestageofthatopportunitymovesto
Quote,theamountfieldshouldberequired.Ontheflipside,ifyou
requireafieldanditreallyisunknownatthe(meofentry,youwillbe
facilita(ngbaddata.OneclientIworkedwithhadanemailaddress
fieldasarequirementforseveralyears.Totheirsurprisewewereable
toshowthemthousandsofrecordswithvaria([email protected]
payinganemailmarke(ngcompanytosendemailstotheseaddresses.
• StaleRecords–Oldorstaledatacanbejustasbadasincorrectdata.IamfrequentlyamazedwhenIlookatcustomerdataandfindrecords
thatdonothaveanac(vityoramodifica(oninover5years.
Addi(onally,ifyoudoemailmarke(ngandemailalargenumberof
inac(veemailaddresses,youroveralldeliverabilityandspam
reputa(onwillbeimpacted.Mostemailmarke(ngcompanieswill
suspendyouraccountwithaslipleasa4%bouncerate.Payapen(on
toyouremailbounces.Anemailbounceusuallymeansthepersonhas
leGthecompany.OGen,thatcontactintheirneworganiza(on,is
anotheropportunityforyoutodobusiness.
![Page 6: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/6.jpg)
Complexity–ThereisatendencytooverengineeraCRMplaqorm.OGen,
whenworkingthroughan
implementa(on,companiestryto
determineupfront,everydataelement
theymighteverneedtotrackand
createafieldforeach.Thisresultsin
largescreensofdatathataretoo
complextoworkwithandmayslow
downsystemperformance.
AtUTS,webuiltaproprietary
applica(onthatreviewsaCRMfieldby
fieldandshowsthepercentageof
u(liza(on.Frequentlywewillfind
fieldsthatarenullonover95%ofthe
database.Fieldslikethisare
candidatesfordele(on.Similarly,
picklistshaveatendencytogrowoutof
control.Agoodruleofthumbisa
picklistshouldnothavemorethan
30-50choices.
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
Complexity
companiestry
todetermine
upfront,
everydata
elementthey
mightever
need
![Page 7: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/7.jpg)
Training–Investinatrainingprogram
atyourorganiza(on.Wecomplete
eachofourCRMimplementa(onswith
anonsitetrainingclass.We
recommendatrainingsessionofnot
morethan2hours.Ifaddi(onal
trainingbeyondthatisrequiredit
shouldbegivenasanaddi(onalclass.
TrainingshouldbedoneintheCRM
youhavecustomizedforyour
organiza(on.
Iwouldnotrecommendgeneric
trainingontheplaqormasmost
organiza(onswillhavesignificantly
tailoredtheirapplica(ontomeettheir
specificneedsanditmaylookvery
different.Inaddi(ontoini(altraining
thatis(medwithyourCRMrollout,
youwillneedasolu(onforongoing
trainingandnewemployeetraining.I
recommendshortvideosthatcanbe
hostedonYouTubeoraninternal
LearningManagementSystem.You
mightalsoconsideranannualrefresher
program.
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
Training
Atraining
sessionofnot
morethan2
hours.
youwillneed
asolu(onfor
ongoing
training
![Page 8: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/8.jpg)
Accessibility–Formanyorganiza(ons,
themainusersofCRMarefrequently
ontheroad.Itisimportanttoselecta
systemthatisnotonlygoingtobe
available24/7butitshouldbeavailable
fromanydeviceandfromanyloca(on.
UserswillwanttoaccesstheirCRM
fromwork,home,theircar,commu(ng
andtraveling.Manywillaccessthe
CRMfromdesktops,laptops,mobile
phonesandtablets.
Anotherbenefitofmobileaccessibility
ishavingacontact’sinforma(onat
yourfinger(ps.Somemore
sophis(catedsystemsareloca(on-
awareandwillallowyoutoseeother
contactsthatmaybecloseby.Many
(meswhenmee(nganewclient,Iwill
lookintomyCRMapponmyphoneto
seewhatotherclientswemayhavein
thesamebuilding.
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
Accessibility
anydevice
andfromany
loca(on
acontact’s
informa(on
atyour
finger(ps
HavingaCRMthatisproperlydesignedandimplementediskey
toitssuccess.Thetoolthenbecomesinvaluableandpeople
oGenfindthemselvesasking,“Howdidweconductbusinessin
thepastwithoutit?”
![Page 9: 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your profile is 85% ... 5 Sugges(ons for Maximizing CRM User Adop(on ©2016 Unlimited](https://reader036.fdocuments.us/reader036/viewer/2022070716/5edb4fabad6a402d6665774e/html5/thumbnails/9.jpg)
5Sugges(onsforMaximizingCRMUserAdop(on
©2016UnlimitedTechnologySolu(ons,Inc.Allrightsreserved.(646)395-3950www.UTSCorp.com
AboutThe
Authors
Lewishasmorethan25yearsof
experienceintechnologyandopera(ons,
including19yearsofexperienceinthe
financialservicesindustry.Heis
recognizedasanindustryexpertincloud
compu(ngsolu(ons.
Lisahasmorethan25yearsof
experienceinglobalERP
implementa(ons,projectmanagement
solu(ons,salesprocessop(miza(on,and
mergersandacquisi(onintegra(on.
LewisKoppandLisaTyprowiczarethe
ManagingPartnersofUnlimited
TechnologySolu(ons,Inc.
UnlimitedTechnologySolu(onsisbasedinNewYorkCityandhas
successfullyimplementedCRMsystemsathundredsof
organiza(ons.Our“WhiteGlove”Serviceandcommitmentto
excellenceareevidentinallwedo.Ourmissionistounderstand
andmeettheneedsofourclientsbydeliveringquality,value-
addedsolu(ons.Ourextensivebusinesspartnernetworkenables
ustoprovideend-to-endsolu(onsthatarealignedwithchanging
interests,needs,andrequirements.