Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
5Sugges(onsFor
MaximizingCRMUser
Adop(on
By:LewisKopp&LisaTyprowicz
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
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
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?
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.
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
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
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?”
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.