Committed to the Growth and Success of Our Clients

Is Your CRM a “Tax”? Beyond Technology: Maximizing Results with People and Process

May 8, 2018© 2018 CLIENTSFirst Consulting

25+ Years in Professional Services Business Development Focus on CRM Success and Client service Background Marketing Technology Consulting & Sales

CLIENTSFirst Consulting: Team of more than 100 professionals CRM Success Consultants, Strategists & Trainers Outsourced Data Quality Professionals

Dave Whiteside, MBADirector, Client Growth & Success

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To solve all your CRM problems (aspirational!) To understand WHY CRM is so hard and discuss some of

the most common CRM challenges and ways to plan for and overcome them

To give you a couple of success tips you can actually take home and implement

Achieve CRM Success!

Today’s Objectives:Come as you are, but don’t leave as you came

Let’s Start With a Quiz…. Who said – “In this world nothing can be said

to be certain, except death and taxes.”

Will Rogers Thomas Jefferson Benjamin Franklin Mark Twain

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Let’s Start With a Quiz….

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Who Likes Paying Taxes?

A Few Tax Factoids:

Any tax tends to depress the activity being taxed (i.e. income taxes directly affect the number of employees that can be hired. Property taxes affect property values)

Taxes are frequently used to affect behavior (i.e., ‘sin’ taxes on cigarettes and alcohol).

Tax breaks or credits are often viewed as benefitting a select few while they result in higher taxes for everyone else.

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Rarely does anyone feel they received benefits from their tax dollars equivalent to the taxes they paid into the system.

My tax dollars benefit others more than me.

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What is the #1 Reason People Dislike Paying Taxes?

WIIFMWhat’s in it for me!

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Human Nature at Work

Lack of adoption / buy-in

Underutilization Lack of leadership

support Lack of education Poor training No accountability Data entry Turnover

CRM work’s perfectly….until you add in the people

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Inadequate data quality resources

People want the system to read their minds

People don’t want to do things for themselves

Whiny users Our director won’t use the

system Won’t tolerate imperfection

Adoption My users just won’t do what they are supposed to do!

They are stubborn… Obstinate… Unwilling to change….

Top CRM “Challenge”

Question Should be:

WHY are they unwilling to change?

Could it be your CRM is viewed as a “Tax” on the user?

Top CRM “Challenge”

Let’s Audit Your CRM – Is it a “TAX”? TAXES

Viewed as a burden Viewed as good for the

government Viewed as paying an unfair share Goal of individual is to legally

minimize their share of taxes Failure to comply has serious

penalties Ultimate benefit to the individual

hard to measure and often perceived as a negative benefit relative to the amount of tax paid

Let’s Audit Your CRM – Is it a “TAX”? TAXES

Viewed as a burden Viewed as good for the

government Viewed as paying an unfair share Goal of individual is to legally

minimize their share of taxes Failure to comply has serious

penalties Ultimate benefit to the individual

hard to measure and often perceived as a negative benefit relative to the amount of tax paid

CRM Viewed as a burden Viewed as good for the “company” Viewed as paying an unfair share Goal of individual is to legally

minimize their share of the work Failure to comply has serious

penalties?? Or is compliance optional?

Ultimate benefit to the individual hard to measure and often perceived as a negative benefit relative to the amount of CRM tax paid

Let’s Have Some Fun

Volunteers……???

Need two people

Let’s Have Some Fun

In less than 1 minute, explain why____ should use your CRM?

Let’s Have Some Fun

Questions: Is CRM in this example a “Tax”? Or a “Tax Benefit”? What’s the WIIFM?

How Do We Change From a Tax, to a Tax Benefit?

Audit Process:How Do We Change the “Taxation” view of CRM? Look for ways to minimize the tax – what is the

minimum you really need? Why is it needed? Who benefits? What benefits each user?

Measure the Culture Honestly – do users see benefit? Or just paying taxes?

Understand how users get the job done today - Are users working around your CRM? Why?

Study and Document any and all “Change” that will need to take place? Why are the changes needed?

Document the “targeted value” of current or new functionality

Recognize everyone only cares about WIIFM Use Audit results to re-focus adoption plan

Adoption Plan

Philosophy: Crawl – Walk – Run

Philosophy: Crawl – Walk – Run

Crawl…get the basics down – show wins – build confidence in team, stakeholders and project Functions – pick 2 or 3 achievable items (email list

management, event planning, pipeline) Pilot Groups - by department or

team(small/manageable - easy wins) Accept the fact people learn/adopt at different rates Before you “Walk” – “Crawl” should be viewed as a

success – if not “Walk” will be doomed.

Philosophy: Crawl – Walk – Run

Walk…focus on high value additions that are requested Functions – what is Crawl for one may be Walk to

the next Pilot Group 2 (or full rollout if small)

Philosophy: Crawl – Walk – Run

Run….Full rollout, advanced functions and integrations Time to go for it!

Philosophy: Crawl – Walk – Run Crawl…get the basics down – show wins – build confidence in

team, stakeholders and project Functions – pick 2 or 3 achievable items (email list

management, event planning, pipeline) Pilot Groups - by department or team(small/manageable -

easy wins) Accept the fact people learn/adopt at different rates Before you “Walk” – “Crawl” should be viewed as a

success – if not “Walk” will be doomed. Walk…focus on high value additions that are requested

Functions – what is Crawl for one may be Walk to the next Pilot Group 2 (or full rollout if small)

Run….Full rollout, advanced functions and integrations Time to go for it!

CRM Success is a People & Process Problem….….Disguised as a Technology Problem The problem isn’t the technology CRM success is all about WIIFM

CRM Success Challenges

No formalized/current procedures to model Lack of consistency / standardization Capturing the right data – tendency to try and capture

everything Data entry – no standards Lack of integration Current manual systems Spreadsheets – can’t give them up Bad data - We imported a bunch of sh** We have always done it this way

CRM Success Challenges

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Leads to inability to identify / prioritize

Success Challenge #1Over-Engineering Kills adoption

87 implements that perform 141 functions, making it the only tool you'll need to get any job done.

Engineering Challenge Simplify! Resist the urge to over-engineer Complexity Kills Adoption

Engineering Challenge

Identify / Prioritize Consider Starting with

Three…

But Which Three?

Success Challenge #2 Communication Plan

Include vision / mission statement Convey management support Focus on benefits to the organization, groups,

users and key audiences – each has own WIIFM Enhance with incentives and contests –

“Gamification” Plan for ongoing messaging Survey users Implement suggestions Update on progress Communicate successes Repeat

*Email me for copy of Communication Plan document list

Success Challenge #3 Training

Focus on end user business processes

Plan New users Ongoing training

(Crawl – Walk – Run) Break into manageable

sections Support with user friendly

materials Quick reference Online Video

1-1 Training

The Real ‘P’1-1

We often win the CRM battle one ‘P’ at a time

Consider training 1-1 at their desk in addition to all other methods.

Success Challenge #4 - Bad Data

CRM programs fail, in large part, because the poor quality of underlying data is not recognized or addressed

Most enterprises don’t fathom the magnitude of the impact that data quality problems can have

More than 75% percent of enterprises engaged in CRM initiatives cannot combine a comprehensive view of a customer with actionable, personalized advice

“Bad data is the number 1 cause of CRM failure”

30%Data in CRM Outdated in

12 months

Data quality is essential To encourage system use Effective segmentation Legal Compliance – GDPR/CASL

Data quality is often neglected Consistent attention required

Data quality essentials Consistent data quality standards Dedicated resources Establish resource plan

The magic bullet… There is no substitute for experienced, trained

people

Data Quality Challenges

Final Thoughts

CRM is a marathon, not a sprint Don’t try to boil the ocean

Small victories, communicate successes, repeat Be patient – Crawl – Walk - Run

It’s never too late to focus on success Don’t do it alone Reach out for help

Subscribe to CRMSuccess

Keep sense of humor…

…We aren’t saving lives here

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Q & A

Dave Whiteside, MBA

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E: DW@ClientsFirstConsulting.comP: 904-612-4617 W: www.ClientsFirstConsulting.comB: www.crmsuccess.net

CLIENTSFirst Consulting