+ All Categories
Home > Documents > 5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your...

5 Sugges(ons For Maximizing CRM User Adop(on€¦ · An example of this is seen on LinkedIn; Your...

Date post: 01-Jun-2020
Category:
Upload: others
View: 5 times
Download: 0 times
Share this document with a friend
9
5 Sugges(ons For Maximizing CRM User Adop(on By: Lewis Kopp & Lisa Typrowicz
Transcript
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

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

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

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

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

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]

[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

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

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

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

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.


Recommended