CRM AdoptionGetting Them To Use It &

Keep Them Using It

Michael AlosNoCodeJustClicks.commichaeljohnalos@gmail.com

“Poor CRM adoption rarely has to do with systems or technology…it has to do with

people and processes.”~ Michael Alos

• Users have seen this before & it didn’t work• Multiple failed attempts to increase adoption

– “What’s going to make it different this time?”• Users are busy & don’t have time• Usability

– Too many clicks– Not intuitive or logical

• Offline/Remote access• Poor Data Quality (Untrustworthy)

• Communicate the strategy well in advance• Know your audience

– Targeted communications– What’s in it for me?– Establish buy in early– Address objections at start

• Establish a timeline to set expectations• Prove leadership is onboard

• Promote executive sponsorship via top-down communications

• Communication of desired outcomes• Identify vocal advocates that represent the end user• Identify project team members that represent all layers of

the organization• Lead by example

– Run meetings from the application– Don’t support side discussions (workaround systems)– Establish dashboards to drive visibility in key areas

• Recruit subject matter experts who understand day to day activities

– Enlist their help with design, documentation & training• Thoroughly document business processes

– “As is” and “To be” processes– Leverage later for training

• Customize the application to reflect processes– Identify reports/metrics — reverse engineer

• How can we make people’s jobs easier?

• Recognize users– Group by

• Skillset• Needs/wants

• Identify the tasks they will perform• What are their workaround systems?• What value are they looking for?

• Don’t make users struggle • Minimum clicks• System speed/performance• Remove unnecessary fields• Use a phased approach

• Gradually deploy additional functionality• Piece by piece is easier to swallow

• Bad Data – Reduces adoption– Hurts trust in system

• Good Data– Standards (names, addresses)– Picklists– Reduce free-form text fields– Validation rules– Regular cleansing– Address verification– Duplication checking (on import & creation)– Monitor quality

• In-Person & WebEx– Reinforce processes and organizational roles– Reinforce terminology: opportunity = engagement

• Delivery– Involve trainers & subject matter experts early– Role based curriculum (day in the life scenarios)– As close to go-live date– Primarily hands-on exercises (reduce lecture)

• Training documents, cheat sheets, how-to videos– Place on intranet for 24x7 access

• Conducted an aptitude test• Bi-weekly email newsletter (tips, tricks, shortcuts)• Monthly open call-ins (let users ask questions)

• Advertise Quick Wins• Communicate new features and changes• Give everyone a voice• Use the system to capture feedback• Newsletter, brown bag sessions, weekly

webinars, etc.• Contest for best idea/suggestion

• Management uses the system – For reporting– Stop emailing sales rep for info, look it up

• Let users create their own dashboards & reports• No more spreadsheets & workaround systems• Build in value added tools

– Integrate with social media– Make use of Library– Alerts & workflow– Add-on applications (3rd party)

• Carrots– Leader Boards, Zero Dashboards– Reports– Email Templates– Automation (Workflow)– Good Data– Rewards/Incentives (contests, spiffs)– Build usage into job description and performance evaluations– Solve users’ pain points (give them tools to perform better)

• Sticks– Call from executives– Publicize usage reports (highlight during team calls)– Leads with no activity are fair game– Wall of Shame– Commission reduction

• Reports & Dashboards– Leverage adoption dashboards & reports– Exception reports to check data quality

• Spot checks– Managers check opportunities– Administrator verifies

• Log in rates• Data quality

• Mandate & support from senior leadership• Carrots and Sticks are short-term• Make it easy to use• Involve the entire organization• Give users tools• Training & Feedback• Continuous Improvement (never ends)

Questions?

Michael AlosNoCodeJustClicks.commichaeljohnalos@gmail.com