CRM – what’s in it for me?!

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One of the main challenges when implementing CRM or making changes to your existing CRM processes or tools is user adoption.

So what is the magical recipe to get around this common problem?

To increase your user adoption with your current CRM platform or if you are looking at a new / changing your platform, you need these three legs to stand on:

Strategy

User involvement

Carrot/Stick

So, what the @&% does this mean? Let’s have a look at each of the three legs

Leg number one: STRATEGY

When talking about CRM strategy you need to carefully look at what you are looking to achieve with CRM, don’t just “get one because you should have one”.

You might have heard of the SMART (Specific, Measurable, Actionable, Realistic, Timebound) acronym, which can be applied here to good effect.

For any project, and for CRM projects especially, don’t bite off more than you can chew; aim for an initial phase limited to some (all if you can fit them in) of your biggest pain points.

Define your pain points as tightly as possible, along the lines of “By end of July our lead to opportunity conversion time needs to be below 2 days on average. This will be done through workshops to define what to measure in order to understand what the bottlenecks are”.

Leg number two: USER INVOLVEMENT

So, with our brilliant strategy outlined above, we need to involve the appropriate users. Appropriate in terms of which users have the most impact on our achieving the goal set out in the strategy. This could include sales team managers, sales people, telemarketers etc.

Don’t be afraid to involve “the little people”, they are the ones we need to deliver the “what’s in it for me” factor to!

Leg number three: CARROT / STICK

Carrots are much tastier than sticks, we all know that. So, how can we make reaching our goals that we set out together with our users as, we did not impose these goals, which is a very important difference.

A buzz word flying around lately in all sorts of contexts is GAMIFICATION, now what the @&% is that?

Gamification can be used very effectively in a sales or customer service environment, wherein you create tough but achievable goals for your team, and then devise a clever way of scoring activities, sales numbers, number of calls or whatever it is we want to measure and incentivise.

Instead of a big whiteboard in the middle of the office with sales quotas and a bell you ring every time you bring in some business á la 1989, there are platforms available to bring healthy competition into the 21st century.

A very fun example of this is FantasySalesTeam.com, which is a company that Microsoft recently acquired that delivers exactly what we are talking about above.

fantasysalesteam.jpg

So, you setup the metrics you want to look at, assign the different positions of your sales / customer service team, create prizes (movie tickets, dinner, cold hard cash, whatever) and select how to score your players.

Now that we are set up, let’s play!

Each player will have access through a website or tablet/mobile app to see how they are faring up on leaderboard.

fantasysalesleaderboard.png

You can see how Lisa in this example can see her “rank”, how far she has to go to reach the next rank etc.

Another view for the players themselves is badges and trophies which you can also define.

fantasysalesbadges.jpg

Now, the fantasysalesteam is not limited to the people involved in the game, you can allow anyone to “bet” and build their own fantasy team from the sales / customer service people who are “playing”.

fantasydraft.jpg

In summary, I hope the above gives you some inspiration on how you can get user adoption to the next level, and that with careful planning and exciting tools you can ensure or at the very least promote your team members to focus on spending their time doing the right things and keep them engaged in your business.

Game on!

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niklas.wikstrom@siroccoarabia.com

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