When measuring adoption it’s useful to see the number of logged in users for a given period as a percentage of the total user base. Since Salesforce reports can only report on what data is visible (as is to be expected) it’s not possible to compare logged in users to total users. There is a way around this by using a joined report.
- Create a joined report using User as the primary object. This will create a Users block.
- Drag a field from the Users object over to an empty space in the preview area. This will create a second Users block. It’s a good idea to use a field which is required for reporting purposes since the report will be grouped at this level.
- Filter the second block on logged-in users for the desired time frame.
- Create a cross-block formula field using the Record Count summary fields from each block to divide the number of logged in users from block 2 by the total number of users from block 1. This field will typically be called Logged In Percentage or something similar. Change the formula to field type to percentage.
Resistance to CRM adoption can be overcome by satisfactorily answering a number of key questions.
Answering the ‘What’s in it for me?’ question. This implies demonstrating the value and utility of the CRM application. In other words it’s about ensuring that the CRM implementation addresses recognised business needs. Answering this question is fundamental to successful adoption as it facilitates the buy-in and embedment process.
Have users at all levels been involved in the initial and ongoing design? This is important to build a sense of ownership, overcome us versus them thinking and incorporating the ‘what’ and ‘how’ aspects of the application. Many times a solution design which does not involve users will meet the requirements but not in the way that the impacted users expect the requirement to be addressed which means that their experience will be less than optimal and usage will suffer. This must also, importantly, address expectations of how data will be captured, processes will be made easier and data from other systems will be surfaced in the CRM application.
Has the change been communicated effectively and is there evidence that it has been understood in the context of the impact on users current way of doing things? Often overlooked, communicating the rationale for and positive impact of the CRM application will reduce noise, aid adoption and align expectations.
Is there adequate training material across a variety of training modalities? Good training and related training material are essential to overcome the initial friction users will experience when starting to use the CRM application. It’s frustrating when starting to use an application for the first time and not having the right training guides readily available. It’s also beneficial to make liberal use of inline help and context aware help tools.
How will data quality be managed? The single biggest inherent risk to the success of a CRM application is poor data quality. Poor data quality seriously undermines the credibility of the application and will retard adoption and usage. Data quality should address accuracy, completeness, relevancy and currency of data.
How will ongoing enhancements and support be managed? Effective CRM applications evolve with business and user needs. Enhancements ensure that the application remains relevant to the business, smooths over user frustrations and aids with maintaining good data quality. A good support model addresses support resource constraints, user issues, provides useful input to training content and potentially reduces commonly occurring issues by implementing enhancements to address these issues.
The CRM application will require enhancements as needs change. This can be done in-house or can be outsourced.
- Designing and developing new reports
- Adding and updating fields
- Managing workflows and processes
- Performing data imports
- Updating page layouts
- Maintaining user profiles to manage data visibility
- Integrating with other applications and data sources
- Adding new functionality
Key areas to focus on when implementing or improving a CRM system.
- What CRM-related problem are you trying to solve? Focus on these rather than all available features
- How will you incent employees to use the CRM system, you need to answer the ‘What’s in it for me?’ question
- Who will sponsor and continue to back and promote the project?
- Is the application easy to use? especially compared to what is currently being used?
- Is there an adequate training and refresher program in place?
- How will you ensure that the data will be kept current?
- What other systems and tools can be integrated with to make it more useful? Email and calendar tools, ERP/accounting, human resources, social media, management information, etc
- Is the CRM application accessible via a mobile device?
- Think about how would you analyse the data in the application using Analytics tools to improve customer satisfaction, pipeline conversion, customer engagement, etc
Change management is a vital and often overlooked aspect of implementing a CRM solution. The key elements are:
- Communication at all levels of the organisation
- Up-to-date user guide / reference
- User involvement from the beginning especially to ensure usability
- Demonstrate value and answer the ‘What’s in it for me’ question
Implementing a CRM application is half the journey. Ongoing support for end users is an important part of change management and adoption.
Consider who will be responsible for for:
- On boarding new users and updating existing users’ details
- Responding to end user queries and questions
- Making and testing configuration changes
- Producing basic reports