This post is the second in a series of blog posts on the subject “user adoption” from the team at AlfaPeople. As mentioned in the blog post “User Adoption – the Value Driver” by Kristoffer Vad, the business case of CRM investment is often driven by the management value of the implementation. The management value is always depending on the operational value generated from users using the CRM solution, which is why user adoption is an important area to look at.
Many organizations having implemented CRM, knows that driving user adoption is very difficult, but often you don’t even know how big a problem it actually is. If you are wondering how you find out if you have a user adoption problem and how you deal with it, read on!
Concluding whether there is a problem is somewhat easy. Either it is something the people in your organization talks about, or you realize that you don’t have valid data. But how do you measure invalid data? Here is couple of ways:
- Measure modified and recently created items (accounts, contacts, etc.)
- Look for differences in use between organizational units (countries, business units, teams, etc.) and roles (sales, marketing, service, management, etc.)
- Identify critical fields on the most important forms and measure the completeness and correctness of data (email address on a contact, etc.)
- Calculate the no of days a specific record has a specific status (opportunities, support cases, etc.)
- Identify your “dead” data ratio (records that never changes)
- Look for relations between records (how many contacts is related in average to an account)
- Identify specific usage (does users actually “follow” records, do they track activities, etc.)
- And finally, don’t forget to ask your users about their view on the solution (through surveys or roundtable discussions)
Having identified the actual problem you can start to solve it. There are several ways you can do this. Some involve a specific solution and others involve organizational changes:
- Start to measure the use as described above
- Customize the solution to match the business
- Perform end-users training (this includes management)
- Deploy gamification tools and other tools such as Introhive