how to gain good user adoption bcs · the five laws of user adoption # 1. connect the user to the...

The World’s Leading Provider of eBusiness Applications Software

Focusing on the Users Focusing on the Users ––How to Gain Good User AdoptionHow to Gain Good User Adoption

Michael MartinMichael MartinPrincipal ConsultantPrincipal Consultant

Implementation EffectivenessImplementation Effectiveness

Copyright © 2003 Siebel Systems, Inc

Have you heard this before?Have you heard this before?

Why would I use the system?

Will management be using it?

Why are we doing this?

What’s in it for me?

How do I get more out of the system than I put into it?

Can’t I stick with the old system?

We’ve been just fine for the last 10 years—why change now?

I’m a top earner!!!


Siebel Systems, Inc.Siebel Systems, Inc.

Founded in 1993

San Mateo, California

5,900+ Employees Worldwide

29 Countries, 117 Offices

2002 Revenue of $1.65 Billion

Worlds leading provider of CRM Software

CRM is an integrated approach to identifying, acquiring, growing, and retaining customers


Multichannel CRM Multichannel CRM enables organizations to sell, market, and better enables organizations to sell, market, and better serve customers across channels and lines of businessesserve customers across channels and lines of businesses

Customers CustomerCustomerInformationInformation

Back Office

Dealers/Partners

Web and Email

Field

Call Center

Marketing

Analytics


Implementation Effectiveness Review CategoriesImplementation Effectiveness Review Categories

StrategyStrategy

GovernanceGovernance

ProcessProcess

TechnologyTechnology

Business ValueVisionBusiness Goals

Steering CommitteeExecutive Sponsorship

Process Definition Process Alignment with GoalsProcess Leadership

Development Management Information Testing

Usability PerformanceIntegration

User AdoptionUser Adoption Measurement and Reward Training and CommunicationData Quality

Support User Involvement and Feedback

OrganizationOperational Metrics

Success MetricsChannel Strategy

Sustaining SponsorshipProject Management

We regularly assess implementations against best practice


The five laws of user adoptionThe five laws of user adoption

# 1. Connect the user to the big picture

# 2. Expect resistance, and manage it

# 3. Benchmark and measure

# 4. Increase user competence and effectiveness

# 5. Train them well


#1 Connect the user to the big picture#1 Connect the user to the big picture

Articulate a vision for the CRM deployment that aligns with the business

Share the vision with everyone involved in the change

Let them know: project goals, purpose & key strategies

Align with functionality and features

Make the CRM vision meaningful organizationaldepartmental personal


#2 Expect resistance, and manage it #2 Expect resistance, and manage it

Resisting change is normalI’ll find a way around it

I’ll do the minimum

“Big Brother” scorecard

Out of comfort zone - not their choice

Harder to do day to day work

Will return to their old way of working at every chance


#3 Benchmark and measure the results that matter#3 Benchmark and measure the results that matter

Link your implementation to specific business objectives

Establish and communicate clear success metrics based on business goals

Capture sales and service performance metrics in the system

Share results from the systemshowing that any perceived customer benefit is real

Involve front line and middle level managers


#4 Increase user competence and effectiveness#4 Increase user competence and effectiveness

Value proposition for user must be clear

Respect users’ need to be competent

Understand behavioral and attitudinal changes

Redefine business processes to align with new customer model

Business processes leverage the system to full potential

Design smooth, streamlined screen flows

Fix performance and data issues before you roll out


Research shows…Research shows…

“ More than 63% of CRM projectsdo not have a formal training program in place

to make employees use and understand CRM applications.”

Source: CRMindustry.com, 8/24/2001


#5 Train them well #5 Train them well

Targeted role-based training

Use “day-in-the-life” approach

Vary delivery methods—what works in your culture?

Use training professionals

Training embedded into support strategy

Reinforce and imprint new behaviors

Budget for the correct level of training

how to gain good user adoption bcs · the five laws of user adoption # 1. connect the user to the...

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