Thoughts from a Discussion on User Adoption


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Discussion regarding Siebel CRM and CRM in general and the hazards and pitfalls of User Adoption

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Thoughts from a Discussion on User Adoption

  1. 1. CRM On Demand User Adoption
  2. 2. Agenda • Goal of this Presentation • User Adoption in CRM On Demand – Overview – Business View – User View – When should we? • Summary User Adoption Strategy
  3. 3. Goal of this Presentation • Highlight the need for User Adoption as an integral part of your deployment • Explain in simple terms what it means • Give examples of User Adoption activities
  4. 4. Overview • Everyone agrees User Adoption is important • What do we actually mean?
  5. 5. User Adoption – Business View • “We want users to adopt the system they can be more productive” – So measurements are put in place to collect information about data, records, number of updates etc • Can the Company define the Business Need to solve or Value to create?
  6. 6. User Adoption – Business View • By clearly defining the Business Value of the CRM system – Better Sales – Clearly defined Service Requests • It becomes simpler to define User Adoption and the measurements you need to make
  7. 7. User Adoption – Business View • “With our CRM system we will increase Sales and reduce time to close new Opportunities by 20%” – User Adoption can then be seen as an extension of the process being implemented or improved – The measurements (time to close, new sales volume, frequency of Opportunity updates)
  8. 8. User Adoption – Business View • So now we can align our measurements with what the Business Value is • We can communicate why we are doing this CRM project • What we expect from different users – But how do we aim to increase User Adoption • Think like a User
  9. 9. User Adoption – User View • What is in it for me? – How do you explain the Need to a User? • Message must fit the User, for example, easier or more automated Opportunity entry so you can spend more time selling and earning commissions • Focus on the typical pain areas – Easier, Smarter Data Entry – Automate Existing Repetitive Tasks – Quicker, Clearer Reporting
  10. 10. User Adoption – User View • Getting several pieces of good news in a drip-feed is better than one big lot of good news – Think Small – Release Functionality that adds Value to Users incrementally – Listen to the Users and hear their feedback
  11. 11. User Adoption – User View • “Did anyone actually test this?” – Plan for Usability Testing as well as looking for defects • “Woooaah! What just happened?” – Don’t OVER automate your CRM – Don’t OVER load your entities (too many validations, workflows)
  12. 12. User Adoption – User View • “This customer has been dead for 20 years” – Data Quality is part of the User Adoption challenge
  13. 13. User Adoption – User View • “My Manager and I did our weekly meeting and the Report we used was clearer than the old Spreadsheet” – Reports and Analytics for everyone – Engage the Management and ensure they use CRM too and this will get out to the field
  14. 14. User Adoption – User View • Stealth may be an option – CRM by stealth • Microsoft Outlook / Lotus Notes Integration • iPhone Applications • Blackberry Applications
  15. 15. When should we? • User Adoption is a dialog that begins before, continues during and carries on after the CRM Project – Like all communication, you need to • Repeat the message (Beginning, Middle, End) • Vary your message (email, paper, web, video) • Meet your audience (workshops, open days) • Collect feedback (surveys, informal and formal) • Adjust your message based on measurements
  16. 16. When should we? • Adoption is a curve that must be managed and encouraged over time – It is a journey that continues long after the end of the project – Resistance to change is natural
  17. 17. Summary User Adoption Strategy • Your project plan MUST have time / effort allocated • Budget for collection and analysis of the measurements and use it moving forward in the User Adoption • Budget for additional software to help you communicate or monitor feedback
  18. 18. Summary User Adoption Strategy • Embed activities throughout your deployment plan to address change, communicate and monitor the situation – Act on the results!