the final step to crm success: 10 tips for encouraging end-user adoption
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8/14/2019 The Final Step to CRM Success: 10 Tips for encouraging end-user adoption
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WhITe PAPer: The Final STep To CRM SuCCeSS: 10 TipS FoR enCouRaging end-uSeR adopTion
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8/14/2019 The Final Step to CRM Success: 10 Tips for encouraging end-user adoption
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SeCTion 1
Introduction
End-user adoption is the single most critical actor in making a Customer Relationship
Management (CRM) implementation a success, but it’s one that’s oten overlooked during
planning and development. Organizations may spend hundreds o thousands o dollars on
a deployment, but unless end-users embrace the new system, the return on that investmen
won’t be maximized.
Unortunately, basic human nature makes most employees resistant to change, and
transitioning to a new system can be a dramatic change, requiring new ways o keeping
records, entering data, and perorming other daily tasks.
The good news is that increasing end-user adoption doesn’t require a large investmento additional resources. I you can demonstrate that management has thought out
the application, deployment, and all o the processes with end-users in mind, you wil
build confdence in the system. In act, most o the work can be done in conjunction
with the basic training required to get employees up and running on the new system
Following these 10 tips can help you boost end-user adoption rates easily and efciently
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SeCTion 2: BeFoRe deploYMenT
Step 1: Perorm Due Diligence On ExistingBusiness Processes
Too oten, organizations don’t fnd out that the CRM
application doesn’t match its actual processes until the
go-live date. I customizations within the client system
don’t match processes, you can alienate your user base. By
having both management and a pilot team properly trained
beore deployment, you can identiy potential issues as
early in the overall planning process as possible. This will
also allow you to consider revamping existing processes i
necessary.
Step 2: Answer “What’s In It For Me?”:One o the keys to eectively engaging end-users is to
determine how your application will beneft them directly,
and communicate this to them early and oten. Rather than
simply requiring users to attend an end-user training class,
describe a specifc way the class will positively impact the
end-user (e.g., training is going to reduce the time it takes
to generate call reports on a weekly basis).
Step 3: Scrub And Scrutinize Your Existing Data:
Early on within the project liecycle, the project manager
should ocus on data integrity and cleanliness. Audit the
data that will initially populate the new CRM system, beore
importing it into the system. Imported data that’s not clean
(or example, redundant or misspelled entries) detracts
rom the system’s credibility and consistency, and distracts
users rom the benefts o the system.
Step 4: Use a phased approach or deployment:
Don’t overwhelm the user by releasing every bell and whistle
o an application at once. Release the application in phases
that users can easily grasp and absorb: Phase one might
be that end users understand general navigation, have the
ability to enter new records such as accounts and contacts,
and perorm look ups-and that’s it. Give users digestible bits
that they can go back and perorm and master beore the
next concept or phase o the deployment is introduced.
That’s a mighty tall order—one that is loaded with potentia
difculties.
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SeCTion 3: duRing deploYMenT
Step 5: Accurately And EectivelyCommunicate “Why”
Make sure you communicate the business catalyst behind
implementing the new system or upgrade unambiguously
to ensure that everyone buys into the investment. Too oten
management has a clear idea o what should be captured
and reported on, but the end-users are never eectively
told why. It is critical or users to clearly understand what
the objective is. They need to know why you are deploying
the system and how is it going to make their lives easier.
Step 6: Continually Advertise, Market, And SellTo The End User
Consider end-users as clients that you have to advertise
and market your solution to and make the end-user benefts
the oundation or training sessions. Stay in touch with
users by providing tips and tricks and updates. Share any
inormation that might be helpul to keep them engaged
and interested in using the application. Send emails to the
end-user population regarding new eatures, and provide
detailed inormation regarding go-live dates and phaseddeployment dates.
Step 7: Treat Each Phase As A Focus Group
During each deployment phase, seek out and accept al
eedback. In act, you can treat any training session-be it
new user training or an advanced power-user session-as a
ocus group since end-user/ront-line eedback is critica
to the success o the deployment. You can also analyze
the help-desk to identiy trends in issues being reported
and address them as quickly as possible. You want end
users to know that i they’re reporting problems or having
specifc issues, the support team and upper managemen
understands they might be mission critical and that they
must be addressed to maintain consistent use o the
system.
Step 8: Use CRM Training As An Opportunity ToCommunicate Business Goals
Most organizations do not maximize the opportunities
that end-user training provides. Training sessions bring
your entire sales orce in a room together. Ask yoursel
what else you want them to know, what other messagesyou want to communicate to them. What are the specifc
business processes that are involved with the deployment?
By illustrating that management has really thought out
the application, the deployment, and all o the processes
related to the deployment, you will give end-users more
confdence that the system that’s been chosen-that they’re
being trained on-is the right solution or the job.
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SeCTion 4: aFTeR deploYMenT
Step 9: Maintain Regular Training Opportunities
By providing ongoing training in one orm or another, you actually do a couple o things:
• You provide a platorm or venue or users to express their concerns or comments.
• You give end-users additional confdence in the system by demonstrating that
upper management is committed to the deployment (since it is providing additional
training where users need more inormation or instruction). Then, continue to
maintain regular training opportunities or end users based on gaps discovered,
as well as new eatures or revamped business processes, etc.
Step 10: Evaluate The Perormance O The CRM System Beore Moving OnTo The Next Phase
Beore transitioning to the next phase o a deployment, ask i your organization is ready: Did
you achieve the goals and objectives set orth beore deployment? Have your employees
mastered the tasks involved in the initial phase? A good way to make these determination
is to analyze user output. In SalesLogix as well as Microsot Dynamics CRM, or example
administrators or upper management can create queries or flters to show what records and
how many have been added to the system by a particular user, or by a particular user within
a particular time rame. Taking the time or these appraisals gives you the ability to reallydetermine whether or not a particular phase is successul beore you move on to the next
phase within the deployment.
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SeCTion 5
About The Author
Jff BocJe is a certifed Microsot Dynamics CRM and SageSalesLogix trainer with over a dozen years CRM trainingand documentation development experience. Over thecourse o his career, Je has led numerous CRM trainingand documentation initiatives or clients across multipleindustries, including fnancial services, lie sciences, businessservices, media and manuacturing/distribution. With a ormaeducation in training and communications, Je joined InfnityIno Systems in 2000 and is currently responsible or managingInfnity’s Training department.
8/14/2019 The Final Step to CRM Success: 10 Tips for encouraging end-user adoption
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WWW.INFINITYINFO.COM 525 SeveNTh AveNue SuITe 1200 NeW YOrk, NY 10018 Tel: 800.354.4228
About Infnity Ino Systems
Founded in 1987, Infnity Ino Systems develops Customer
Relationship Management (CRM) and Business Analyticssolutions or clients in the fnancial, lie sciences, businessservices, media and manuacturing/distribution industriesaround the world. Infnity’s technology solutions, services,training and support help organizations become moreproftable by improving sales and marketing eectiveness.Infnity has trained more than 130,000 proessionals andsuccessully implemented more than 3,500 CRM systems. Visit www.infnityino.com or call (800) 354-4228 to learnmore about Infnity Ino Systems.