How Do I Optimize My CRM System?
Speaker: Jonathan Schloo
Transform Your CRM :: Part 7
0:10 – video start
What users really think sometimes—one of the hardest things to achieve in a CRM project is user adoption. And over the years I’ve had the opportunity to speak to end-users and find out what goes on in their amazing minds. So, some of the things that I found are up here on the screen.
0:34 – What Users Really Think Sometimes…
I’m sure it doesn’t apply to any of your users, but some of these things are: I like my independence; It’s my shoebox, not yours; pay me more; my boss is pain; sales reporting steals time from selling; I take rejection and management doesn’t care—can you imagine customer service, someone calls and screams at them, right?—I hate technology; it’s just a job anyway; if you don’t like it, fire me. Right? So, think about that. These are kind of the things that go on from a user’s perspective.
1:01 – The Number One Most Important Question
The number one most important question for management to really answer—to really understand and answer well—you can write this down and take it back and think about it and ask your management team about the same thing—right there: What’s in it for me? But, from an end-user’s perspective. You have to think about it from an end-user’s perspective. What’s in it—that’s the first—one of the leading questions I usually ask when I meet with management at the beginning of our process to understand. So, what do you think from an end-user’s perspective, what’s in it for them? Why would they like this? And that forms some of the cornerstones of where we go in terms of how we design the system and put it together.
Excellent! We’re getting a lot of wishes granted here.
So now we move on to the most important part of energizing your CRM system and that is to make sure the users really love it.
2:02 – What Users Want
2:02 – What Users Want, #1
Number one: easy for me to use, intuitive and well-trained. Here’s some key points in terms of what end-users are looking for.
2:11 – Easy to Use and Intuitive, #1
The system must be customized to provide optimum value and performance for reps. The silliest thing I’ve ever seen in my life done in CRM is to buy a stock CRM and roll it out to your users with nothing in it. It’s just completely silly. You say, “Okay, here’s your customer database. Start typing.” And users go like, “What? There’s no data in here. There’s nothing. This doesn’t mean anything to me.” It’s completely disconnected. So, your goal to get end-user adoption is to make sure that it really fits them so they can step right into it, they can start using it, and it just works.
Number one is to make sure you customize the system to get optimum performance and value for the rep.
2:11 – Easy to Use and Intuitive, #2, #3
Number two, data must be imported from day one. So if data has to be in there when you do the rollout, the data has to be in there.
Number three, training must be done in two stages. We just lucked into this as one of our methods through experience. The most efficient and profitable way to do training for any vendor is what we call, “bums in seats.” “Bums in seats” is to rent a room like this, have a pre-made course curriculum, and try to stuff the room with as many people as you can. Bring your end-users, bring management, come on in, go to Scottsdale or go to California, for five days—it’s fantastically efficient and profitable for them. They charge you big bucks, bring everyone in, drag them all through the same course content, maybe 20% of it might be applicable to them—that’s the most profitable, but it’s not the best for you.
What we found better is to do customized training on two levels. First is to do training, a very quick overview when you rollout the system, maybe an hour, two hours at the max, to just show everyone an overview of the system. The purpose for that is to get them excited—get your users excited. This is what we have to look forward to. This is how it works. We use remote technology to connect with each user for, could be between an hour to two, three if you need it, to work through CRM from their own perspective in their own environment, at their desk and get them started doing their job. There is, I hate to say magic, but there is truly something magical about that formula because it really engages the user. In a big group, if I was doing training up here, maybe 10% of you would be checking your Blackberry, 30% would be thinking about something at home or your kids, or whatever, and you don’t get that valuable training. But by doing it in this two-phase approach, it’s tremendous in terms of its value and its user adoption.
4:55 – Easy to Use and Intuitive, #4
Things like CTI’s, caller ID, screen pops, phone integration for automatic dialing, all those kinds of things—reminds me of a call center I did for Sear’s a long time ago to automatically dial all of their customers and they were selling extended warranty to their extended customer base. Those kinds of things—efficiency, that’s the key to any of those kinds of things you could do.
5:19 – Easy to Use and Intuitive, #5
And fourth is you must reduce duplicate work. If anyone even says to you, you’ve got to have two calendars, show them the door. Out! Good-bye! It’s insane from a user’s perspective. You have to have one calendar that has to be properly integrated and synced to your core calendar. If you want user adoption, if you want people to really use this, it has to be one core calendar that they’re not jumping around between different things.
5:44 – When You Do Training Right
So, when you do training right, these are just some testimonials from actually last year—different people that we’ve done training for. And how they’re “glad to know about attaching a document to the file” and how they can do it to be “extremely helpful.” I just want to show you some examples of these.
“The refresher course as well as the information on the newly upgraded items was beneficial.” Different people.
How to “maximize the productivity of our local sales reps;” was “extremely informative and showed me many tools that I was not aware of.” So done right, training really hits the ball out of the park and it’s great. Users love it.
6:18 – Mobile CRM
6:18 – What Users Want, #2
Number two, rich, current data at my fingertips, both in the office and mobile integrated. So with the story that I told you about Warren Buffet’s companies, we had a nightly feed that would automatically feed in the latest data right into their front end, in their CRM system so that it was always fresh and current as of the night before. That’s critical. And I would say that’s the number one value added for users in terms of what they find useful is having that information at their fingertips.
6:47 – Mobile CRM
If you have any people—I didn’t even mention mobile CRM here because we didn’t—do any of your users use mobile do you think? Anybody here? Some of them? Okay. Something that’s starting to happen in the customer service side, but where it’s really interesting also is we found that often times if you have an outside sales force or customer service team or anything else, there’s a tremendous pressure on the inside team and it’s hidden. It’s a tremendous pressure on that team by all of the reps calling in to ask can you look up this customer’s name; can you change this thing; quick, they’re on a rush, can you send this thing? Anyone ever had that happen? Anyone see that? Right? So enabling their outside people or anyone, with mobile CRM that they can see on their device, and is current and up-to-date takes the pressure off of that back-and-forth with your teams.
And thirdly, it links the outside team to your customer service info. So if your outside sales team is going in to a customer, and just two days ago there was a major blow up and they don’t know about it, and they sail right in there and they can be completely blindsided by that without knowing. So it gives your customer service information to your outside sales team to know that.
8:00 – Rich Mobile Functionality
Rich mobile functionality on the device is what you should expect. It’s really good integration so you type an email from your Blackberry, as an example, and you send it and it will actually stamp that to your CRM system. It will actually record that to your CRM system. What the benefit of that is, why that’s important is because it captures that information instead of it just being lost in an email. It captures it. It’s in the CRM and everyone else can see it right away.
8:26 – Usability
Usability, mapping, all sorts of good, happy things there.
8:31 – Unparalleled Flexibility
Flexibility so you can actually look up on here accounts, contacts, leads, opportunities, customer service issues, all of those kinds of things right on your mobile device. Really, really great for social situations, for even executives or other people that are out there. If you’re in a social situation with a client and you just want to quietly look on your Blackberry to see what’s the latest and what happened or look up someone’s name or anything else, you can do that. It’s right there.
8:55 – Social Media
This is where social media fits in. I’m not going to do a lot on social media. I just wanted to point out that done right, you can fit social media—this is a tool called Inside View and it takes social media information and it integrates it directly into your CRM. So right in your CRM, without going out, doing a Google or LinkedIn search or anything else, you can see all of the latest information from a social media and what’s happening out in the Twitterverse and all of these different things, you can see it right here in your CRM system. About a company, about a person, and it’s very rich information that gives you significant additional power.
9:38 – What Users Want, #3
The last thing on the user side: plan, execute, automate, make sure nothing slips through the cracks.
Quick example, Desjardin is one of our clients in Quebec. They had an issue where they were giving referrals to people in the branches and they weren’t getting followed up on sometimes. Sometimes things fall through the cracks so we created a system with their CRM that would let them track. When a referral comes in, it automatically sends an email to the person that’s the rep, saying, hey, you got a new referral. Automatically sends a thank you to the person who gave the referral. Automatically sends an email to the person that is the target of the referral saying someone will contact you. The best part, if the rep doesn’t follow-up within three days, it will trigger or alert them and if they don’t follow-up within 5 days, it will trigger them and their manager. It’s really simple and it just makes it easy. Oh, by the way, one other thing, when that referral comes in, it’s automatically in the database so they don’t need to type it in again. It’s not like an email they got. It’s in the database already.
10:45 – Automate Processes
Automate processes—just a quick note on that. One other thing, let’s take about 30 seconds to think about what processes would you like to automate. If you could do something like that, what would you like to do? So think about what kind of processes you’d like to automate.
11:19 – What the CFO/OPS/IT Wants
What the CFO/OPS/IT department wants is basically one thing and that is to make sure that it works. That’s their core focus. So as long as it works, that’s the core, that’s the most important thing.
Additionally, on time, on specification, and on budget and data security—all those things need to be addressed. If you don’t address those things, you’re going to have an angry IT department on your hands.