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From 2011 OOW. Maximizing CRM ROI Through Effective User Adoption Strategies

From 2011 OOW. Maximizing CRM ROI Through Effective User Adoption Strategies

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Maximizing CRM ROI Through Effective User Adoption Strategies Maximizing CRM ROI Through Effective User Adoption Strategies Presentation Transcript

  • Maximizing CRM ROI through Effective Presenting with User Adoption Strategies Tony Berk, Oracle, Director, CRM Product Marketing Adriana Vazquez, Diversey, Sr. Manager IT & Business Transformation Leader Manish Mallikarjuna, Fidelity Investments, VP, CRM Strategy1 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • 2 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Latin America 2011 December 6–8, 2011 Tokyo 2012 April 4–6, 20123 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Oracle OpenWorld Bookstore • Visit the Oracle OpenWorld Bookstore for a fabulous selection of books on many of the conference topics and more! • Bookstore located at Moscone West, Level 2 • All Books at 20% Discount4 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Program Agenda • Introduction • Why are we here? • Case Study: Adriana Vazquez, Diversey • Case Study: Manish Mallikarjuna, Fidelity • Summary • Q&A5 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Why Are We Here? CRM Failure Rate 100 80 60 40 50% 20 0 2001 20116 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Why Are We Here? CRM Failure Rate 100 Technology Deployment Options 80 Expert Analysis 60 Experience 40 50% 20 0 2001 20117 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Why Are We Here? CRM Failure Rate 100 Technology Deployment Options 80 Expert Analysis 60 Experience 40 50% 47% 20 0 2001 20118 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Key Success Factors for Software Implementations • Establish measurable business objectives • Align business and IT organizations • Ensure organizational readiness and ability to sustain change • Obtain and sustain executive sponsorship • Standardization and unification of corporate business processes • Use certified, experienced consultants • Ensure active user involvement • Use a phased rollout schedule • Deliver strong end-user training and help desk support9 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • What is User Adoption • Good Adoption v. Bad Adoption • Company defined • Measurement is key10 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Definition User Adoption is achieved when ALL users: • Understand the business purpose and expectations for using CRM • Demonstrate the necessary behavioral and technological competencies necessary to meet the usage expectations for their role • Achieve the business objectives associated with the use of CRM11 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Diversey´s Focus onOracle CRM On DemandAdriana VazquezSr. Manager IT & Business Transformation LeaderDiversey.IncOctober 2011
  • Diversey, Inc.- Company IntroductionDiversey is a leading global provider of cleaning and hygiene solutions, servingcustomers in the lodging, retail, food service, health care and food and beveragesectors, as well as building service contractors. Our products and solutions, soldin 165 countries, make food, drink and facilities safer, more hygienic and moresustainable.We deliver superior products and solutions and differentiated service byfocusing on three core areas:· Customer Partnership· Best-in-Class Innovation· Leadership in SustainabilityWe are pioneers of the commercial cleaning, sanitation and hygiene industry,with more than a century of leadership. Today, we continue to build on thisheritage as we provide a cleaner, healthier future for the world.
  • Why Oracle CRM On Demand? Older CRM approach was not adding any value to sales force just additional work We operate in many countries and sales processes were not harmonized 70 % of time our sales force is away from their desk and using VPN was not convenient Diversey has embraced cloud computing strategy, most of our new solutions are cloud based Diversey has a strong partnership with Oracle Oracle CRM On Demand provided very strong strategic match
  • Why Oracle CRM On Demand?Oracle products we use: Oracle JDEdwards Oracle Agile PLM Oracle Peoplesoft HCM Oracle Fusion Middleware & SOA framework Oracle Hyperion - Oracle HFM (Hyperion Financial Management) - Oracle FDM (Financial Data Management) - Planning Oracle Database Oracle Identity Management Oracle CRM On Demand Oracle Contact Center On Demand Oracle Business Intelligence Enterprise Edition
  • Why Oracle CRM on Demand?We compared Oracle CRM On Demand with:• Salesforce.com• Siebel On Premise (Cost to upgrade)• SAP CRM Functionality was similar Cost structure was different
  • Why Oracle CRM on Demand?Multi Tenant x Single Tenant Decision:• We started with a multi tenant approach (2008-2011)• We have moved recently to single tenant (May 2011) - Higher user base - Ensure good performance
  • Our Implementation Approach ´Crawl, Walk, Run´ Partner MgmtRun Email Campaign Execution Pipeline Analysis Mobile Device EnablementWalk Phone based relationship management Sales Productivity Account ManagementCrawl Lead Management Contact Management Service Requests Opportunity mgmt 2009 2010 2011 We use a crawl, walk ,run approach We will align and design globally and implement regionally So far: 2000 users, 28 countries across the world
  • Our Implementation Approach Roadmap
  • Realized Benefits Sales Processes – Globally aligned Repository of information easily accessed and updated 24x7 Better visibility into accounts, activities and sales pipeline Great Utilization – 90% + Cost Reduction We see value and real business results
  • Oracle CRM On Demand Governance Engaged and Active Governance Model Supporting 2000 Users CRM Google Site Active and Live with all Global Governance Documents  Global Data Dictionary- standard and customizable objects and fields  Role Definitions  Process Maps for Support Change Requests  RACI Chart for Business Activities vs IT Activities Weekly Meeting with Global Business Administrators to discuss  Compliance  Change Requests/Customization (no one is allowed to move items to Production until approved through process)  Defects or Performance Issues
  • The Learning CurveSuccesses• Truly “global” tool• Quick buy-in from the business areas• Regions are quickly and cost effectively utilizing CRM On Demand• Business Administrators are adopting to Governance Model and viewing this as a more flexible toolLessons Learned• Difficult to make decisions on global processes• CRM On Demand platform SaaS model is new• Governance Maturity• Global Support Coverage CRM On Demand is a global tool in the organization
  • Contact Adriana VazquezSr. Manager IT & Business Transformation Leader Phone +34 669 849 622 E-mail: adriana.vazquez@diversey.com Linkedin: Adriana Vazquez-Estevez
  • CRM Capabilities Adoption and Usage –Best Practices to Achieve User and Business ValueOct 2011Manish MallikarjunaVice President, Cross-Channel CRM StrategyPersonal & Workplace InvestingFidelity Investments
  • Analyst research indicates low user adoption negatively impacts business value more than other drivers of leakage CRM Value to Sales Drivers of Value Leakage Increase Revenue/Profit • Lead follow-up Focus of • Win rate Today’s • Pipeline management Discussion • Share of wallet • Price realization Reduce Cost • Demand forecasting • Automated sales activities • Cost to serve • Customer mix Improve Customer Loyalty • Rep‟s customer intimacy • Anticipate customer needs • Tailored solution • 1:1 relationships Source: Corporate Executive Board25
  • One way to drive user adoption of sales force automation or customer relationship management tools is through Gamification Gamification is the use of game play mechanics for non-game applications in order to encourage people to adopt the applications Source: Wikipedia Achievement Badges Leader Boards Progress Bar Source: Lauren Carlson, CRM Market Analyst, Software Advice26
  • In my experience, best-in-class companies treat user adoption as an outcome of ongoing actions and not just training Successful Program Launch & Governance Voice of the Continuous User & Improvement Process/ Innovation & Functional Investments Owners Best Practices Framework for Driving CRM Adoption & Usage Change Tool Usage Readiness & & Adoption Transition Management Support Post-Launch & Ongoing Support27
  • 1) Successful Program Launch & Governance 2) Voice of the User & Process/ Functional Owners • Identify the right champions & gain multi-year support • Create a successful pilot in a focused area to prove the merit of CRM opportunity • Build a talented core team • Brand the program and craft a credible story that will • Establish cross-functional governance drive people in their journey • Design for valuable cross-channel customer • Partner with users at all stages to build a CRM solution interactions & scenarios valuable to them • Partner with business strategists/ thought leaders to • Adopt user-centered design techniques to understand define the future unarticulated needs28
  • 3) Change Readiness & Transition Support 4) Post-Launch & Ongoing Support • Develop a change management plan for rapid adoption • Develop learning/readiness approaches keeping in mind the adoption curve • Equip executives/managers/ champions • Leverage best practitioners for training & enlist them to • Deliver communication through established channels be evangelists • Provide real-time assisted help to users • Help users with data migration & retire old tools • Setup online help capabilities • Enforce data quality requirements of completeness, accuracy, uniqueness, timeliness, etc. • Conduct recurring training & coaching sessions29
  • 5) Tool Usage & Adoption Management 6) Continuous Improvement Innovation & Investments • Develop metrics & implement software • Implement user-focused value added features that will create a „pull‟ towards the capabilities: bonus info, • Introduce both financial and non-financial incentives customer intelligence, quality leads, call prep content • Penalize poor behavior through enforcement • Leverage user surveys and feedback tools • Allocate post- release funding for user pain-points • Use the user team/ field advisory council to help with • Staff appropriately for capability development vs. prioritization roll-out • Ensure continuity of multi-year funds30
  • Conclusion User Adoption is critical to achieving and Assess your adoption opportunities and apply sustaining the planned benefits relevant adoption best practices continuously Adoption Focus Areas During Program Launch & Execution Phases 1. Successful Launch & Governance 2. Voice of the User & Process Owners 3. Change Readiness & Transition Support Adoption Focus Areas During Post-Launch & Ongoing Operations 4. Post-Launch & Ongoing Support 5. Tool Usage & Adoption Management 6. Continuous Innovation & Investments31
  • Questions? Contact Information Manish Mallikarjuna Vice President, Cross-Channel CRM Strategy Personal & Workplace Investing Fidelity Investments Email: manish.mallikarjuna@fmr.com Phone: 401-256-635932
  • Steps to Drive User Adoption • Demonstrating “top down” support • Involving users in your action planning • Showing users WIFM (i.e. “what‟s in it for me”) • Rewarding employees who adopt • Performance managing those who do not adopt • Training, education and support33 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Warning: This is Not Easy • Resistance needs to be actively managed • Cascade communication is not always successful • Don‟t make the users job more difficult • Avoid conflicting objectives • Identify common data quality issues • Support desk skills and availability34 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Q&A35 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Maximize Your OpenWorld ExperienceKey Oracle CRM Activities • 25+ LIVE Demos: DEMOgrounds, Moscone West, Aisle 3800 • CRM Pavilion: Moscone West, Booth #3837 • Oracle CRM Lounge: Moscone West, 2nd Floor Foyer – Monday-Wednesday, 10:00 am – 6:00 pm; Thursday, 9:00 am – 4:00 pm • Meet the Experts: Applications Lounge, Moscone West 2nd Floor Foyer – Oracle Fusion CRM: Thursday, 12:00 – 1:00 pm36 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Top Upcoming CRM SessionsID Session Title Date/Time Location18217 Oracle Fusion CRM Co-Existence with Existing Applications Wednesday, October 5 Moscone West 1:00 PM Room 301818243 Oracle CRM On Demand Deployment Best Practices Wednesday, October 5 Moscone West 4:45 PM Room 200518283 Attain Superior Sales Performance Through Oracle’s Insight Thursday, October 6 Inter-continental Driven Sales Analytics 9:00 AM Grand Ballroom A18213 Oracle Fusion CRM Implementation Answers to the Top 10 Thursday, October 6 Moscone West Questions 10:30 AM Room 300218228 The Future of Customer Service & Support Thursday, October 6 Moscone West 12:00 PM Room 200318236 Drive User Adoption and Productivity Using CRM Within Thursday, October 6 Moscone West Microsoft Outlook 1:30 PM Room 201018221 Never Upgrade Again with Siebel CRM Innovation Packs Thursday, October 6 Moscone West 3:00 PM Room 200308275 Fusion CRM at Apex IT Thursday, October 6 Inter-continental 3:00 PM Grand Ballroom A 37 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • Stay Connected… Read blogs.oracle.com/CRM Watch youtube.com/OracleCRM Follow twitter.com/OracleCRM Join facebook.com/OracleCRM Learn oracle.com/CRMUse and Follow #OOW11CRM for LIVE UPDATES during the conference 38 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • 39 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
  • 40 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.