How Do I Optimize My CRM System?
Speaker: Jonathan Schloo
Transform Your CRM :: Part 3
0:10 – Video Start
So, point number two. Can anyone guess if you search on Google the words “CRM failure,” how many hits you would get? Can anyone guess? No cheating; can’t do it on your Blackberry right now. Okay, 7.5 million. I checked it just earlier this week—7.5 million. And it’s interesting because CRM is one of those things that people need but it’s very prone to failure if you don’t do it right.
I’m going to actually share with you an example of one of my first big mistakes. It was around the early 90’s, I got one of my really great contacts. It was a company called John Wiley and Sons. They’re a book publisher for college and university books. I was ecstatic. It was the biggest contract we’d ever won. They spent money like crazy on laptops, on brand new ThinkPads, on mainframes, on software. They flew us and all of their reps down to Bermuda in the middle of January, to the Princess Hotel, did a huge, big splashy roll out, and I’m ashamed to admit, it was a failure. However, I learned a big thing from that. We went back and we made it right, but what we did wrong is we just worked with management to understand what it is that they’re looking for.
1:34 – What CRM Management Wants #1
And management wants—you’ve seen it—reports, dashboards, metrics, all these good things, but that is just the end result. That’s the icing on the cake that happens at the end once you get everything else right underneath. So we learned a big lesson and that is to involve the users right from the very beginning. You have to get users involved from the very beginning so they start to buy into the whole process.
2:00 – What Management Wants #2
So, driving user adoption is what we’re looking for. Number two, management wants to have, not only dashboards, but to drive user adoption and to feel that users really love the system because if they love the system, you love it. Because without user adoption, it’s like having the best, fanciest, most expensive car possible but no one to drive it. If you don’t get user adoption, users are not going to drive it.
2:27 – Secrets to Drive User Adoption
So, our secrets to drive user adoption. My wife actually works for RBC, but her favorite TV channel is, does anyone want to guess? You got it! HGTV. Loves watching renovating shows, loves watching house shows, watches it all the time. I thought of a good example. If she went away on a business trip somewhere and I got the idea in my head to call in a design service to come and redecorate the house from top to bottom, to completely redo it in a really cool way, I’d be taking a pretty big chance that it might not be the right way. That’s interesting because it’s a good example of, if you just write a CRM initiative from management’s perspective or, gasp, even worse, from the IT perspective, without involving users—if you think this is an IT project, you’re going to get a horror show because it’s not. It’s really about blending together the needs of those three groups and I’m going to go through more of that today. Without involving users you’re going nowhere.
3:44 – What Management Wants #3
Improve efficiency and reduce costs. So, imagine you picked up a voicemail today, and your boss left a message saying, “Good job. Well done. The system you put in last year saved us a ton of money last year. You’re getting a raise.” The goal is efficiency. Done right, CRM will improve the efficiency of your organization and reduce overall costs.