implementing a crm tool using blended learning: salesforce
TRANSCRIPT
www.eLearningGuild.com
Implementing a CRM Tool Using
Blended Learning: Salesforce.com
Case Study
Liz Crawbuck, Qualcomm Enterprise Services
901
April 14-17, 2008 Orlando, FL
Page 1Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
Liz CrawbuckQualcomm Enterprise Services
Implementing a CRM ToolUsing Blended Learning:
Salesforce.com Case Study
Liz CrawbuckQualcomm Enterprise [email protected](858) 658-2414
Goals for Today
How to . . .
Partner with IT, sales, operations
Select the right blend
Provide support before, during, & after
Reinforce new behaviors/best practices
Share with each other
Walk away with ideas/action plan
The Situation
Corporate3 sales/customer
service; 38 call center
Remote Call Center
5 learners
Remote Call Center
8 learners
Remote Call Center
1 learner
Three Regions56 sales/
customer service
April 14-17, 2008 Orlando, FL
Page 2Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
The Situation
Requirements Confirmation
User Acceptance Testing (UAT)
Go Live
The Situation
“PEBCAK”
Negative vibe about Siebel
Other priorities; no compensation for training
Behavior/work process changes (not just a new tool)
Summary
Distributed workforce
Varying levels of computer experience
Learners with busy schedules; not compensated for training
Negative opinions about legacy CRM tool
Had to learn a new tool and change behaviors
Tight time frame
April 14-17, 2008 Orlando, FL
Page 3Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
GoalsInform users about what will happen and when
Support a smooth transition with clear, documented business processes
Use the new system properly from day one
Get users excited about a powerful new tool
Make go live invisible to customers
The Plan
Requirements Confirmation
User Acceptance Testing (UAT)
Field Sales & Customer Service Training
Training Plan Presentation to Management: 6/18**
Salesforce Kick-Off Presentation: 6/25**
Bonus Plan Presentation:Week of 7/16
Confirm list of Salesforce users.
Agree on training goals.
Make training required (LMS tracking).
Get feedback on individual deliverables.
Stress importance of management coaching.
Get users excited about the tool.
Provide preview of the UI.
Explain training plan/timeline for go live.
Reinforce: Training is required; new processes are mandatory.
Reinforce: Training is required; new processes are mandatory.
Get users excited about increasing their income via proper use of Salesforce/new business rules.
April 14-17, 2008 Orlando, FL
Page 4Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
Field Sales & Customer Service Training
Salesforce Fundamentals:7/20**
Hands-on Guided Tour: 7/20**
Salesforce Workflow:Week of 7/30
Get users excited about the tool.
Provide a preview of the UI (ease of use).
Explain basic terminology (prerequisite).
Get users excited about the tool.
Become comfortable working in the UI.
Practice using the system; note questionsto bring up during future training.
Get users excited about the tool.
Demonstrate business processes in the UI.
Obtain feedback about the UI/processes.
Field Sales & Customer Service Training
Advanced Topics:Week of 8/6
Management Topics:Week of 8/6
Get users excited about the tool.
Reinforce new processes/data entry best practices.
Demonstrate advanced processes.
Obtain feedback about the UI/processes.
Explain go live timeline.
Preview future enhancements.
Get users excited about the tool.
Gain management commitment (coach teams on new processes/data best practices).
Demonstrate custom reports/dashboards (management only).
Obtain feedback about the UI/processes.
Explain go live timeline.
Preview future enhancements.
Go Live!
Go Live
April 14-17, 2008 Orlando, FL
Page 5Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
Field Sales & Customer Service Training
Open Friday Calls:8/24; 8/31; 9/14; 9/28
Did the field retain the information?
What business processes/data best practices need to be reinforced (OpenFriday calls; performance support)?
Reinforce business processes/data best practices.
Address issues coming into the e-mailsupport line.
Open session for questions/requests from the field (we hear you).
Web-based Assessment:Assigned on 8/20
Field Sales & Customer Service Training
Provide timely user support.
Compile common issues for open Friday calls; performance support.
Quick Reference Guide (data entry best practices and business processes).
Tip sheets with screen shots.
Embedded help in the UI (rollovers).
E-mail Support Line:Prior To and After Go Live
Performance Support:Prior To and After Go Live**
Field Sales & Customer Service Training
Dedicated Trainers/Coaches
Generic SalesforceTutorials
Lead trainer 100% dedicated through go live.
IT/sales operations monitors: E-mails to users and their managers.
Feedback loop: Open Friday calls and performance support.
Train users on functionality released aftergo live (non-customized).
IT requires completion, then releases functionality.
Celebration at All Hands Congratulate the field.
Distribute gifts.
Reinforce best practices once again.
Preview enhancements.
April 14-17, 2008 Orlando, FL
Page 6Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
Call Center Training
Corporate3 sales/customer
service; 38 call center
Remote Call Center
5 learners
Remote Call Center
8 learners
Remote Call Center
1 learner
Call Center Training
Salesforce Fundamentals recording
Classroom instruction; hands-on
Guided tour workbooks; sandbox access
Dedicated trainers/coaches
On-site go live support
E-mail support line
Performance support
GoalsInform users about what will happen and when
Support a smooth transition with clear, documented business processes
Use the new system properly from day one
Get users excited about a powerful new tool
Make go live invisible to customers
April 14-17, 2008 Orlando, FL
Page 7Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
Results
ResultsAdoption: >85% for sales, customer service, the call center
Nearly 400 active users today
Western Region: 92.75% success rate (Salesforce-related MBOs)
Salesforce.com APPY award
Results
Money saved by not flying the field infor training: Minimum $26,000 (probablymuch more)
Extra sales made (sales continued to sell on training days): Difficult to measure
Customer service visits made (continued to service customers on training days): Difficult to measure
April 14-17, 2008 Orlando, FL
Page 8Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
Results
Lessons Learned
You need executive support for the effortAddress the WIFMTrainers/IDs within the business unitHands-on practice
Lessons Learned
Respect learners’ needsInclude a feedback mechanismInclude performance supportPlan for ongoing CRM enhancements
April 14-17, 2008 Orlando, FL
Page 9Session 901 – Implementing a CRM Tool Using Blended Learning: Salesforce.com Case Study – Liz Crawbuck, Qualcomm Enterprise Services
What About Me?More learners?
Co-located vs. distributed?
More time for development?
More difficult UI?
Etc., etc.
Liz CrawbuckQualcomm Enterprise [email protected](858) 658-2414
Implementing a CRM ToolUsing Blended Learning:
Salesforce.com Case Study
Impl
emen
ting
a C
RM
Too
l Usi
ng B
lend
ed L
earn
ing:
Sa
lesf
orce
.com
Cas
e St
udy
Fiel
d Sa
les
and
Cust
omer
Ser
vice
C
all C
ente
r Th
e Si
tuat
ion
Co
rporat
e Offic
e: 3 l
earne
rs
Corpo
rate O
ffice:
38 le
arners
Distr
ibuted
work
force
Re
giona
l and
Hom
e Offic
es: 5
6 lea
rners
La
s Veg
as O
ffice:
8 lea
rners
Va
rying
leve
ls of
comp
uter e
xperi
ence
Arka
nsas
: 1 le
arner
Ne
gativ
e opin
ions a
bout
the le
gacy
CRM
tool
North
Caro
lina:
5 lea
rners
Bu
sy sc
hedu
les; n
ot co
mpen
sated
for tr
aining
Tr
aining
could
inter
fere w
ith sa
les/cu
stome
r serv
ice
activ
ities
Ne
w bu
sines
s pro
cess
es; b
ehav
ior ch
ange
s req
uired
Ex
treme
ly tig
ht tim
e fram
e O
bjec
tives
W
hat W
e D
id
Poss
ible
Alte
rnat
ives
Co
nfirm
CRM
users
/who
need
s to b
e trai
ned.
Pa
rticipa
te in
requir
emen
ts co
nfirm
ation
mee
tings
an
d use
r acc
eptan
ce te
sting
Web
mee
tings
with
man
agem
ent p
rior to
traini
ng
Ag
ree on
traini
ng go
als/ob
jectiv
es.
Pa
rticipa
te in
requir
emen
ts co
nfirm
ation
mee
tings
an
d use
r acc
eptan
ce te
sting
Web
mee
tings
with
man
agem
ent p
rior to
traini
ng
Ge
t man
agem
ent’s
agree
ment
to ma
ke tra
ining
req
uired
.
Web
mee
tings
with
man
agem
ent p
rior to
traini
ng
Ge
t man
agem
ent’s
comm
itmen
t to co
ach l
earne
rs.
W
eb m
eetin
gs w
ith m
anag
emen
t prio
r to tra
ining
Sepa
rate t
rainin
g for
mana
gers
via W
eb m
eetin
gs
Obj
ectiv
es
Wha
t We
Did
Po
ssib
le A
ltern
ativ
es
Ge
t use
rs ex
cited
abou
t the t
ool.
Kic
k-off p
resen
tation
crea
ted fo
r man
agem
ent;
delive
red by
man
agers
to th
eir te
ams
Re
corde
d prer
equis
ite se
ssion
prior
to sy
nchro
nous
tra
ining
1
Guide
d tou
r in th
e tes
t env
ironm
ent (P
DF fil
e with
ins
tructi
ons f
or log
ging i
n and
comp
leting
task
s)
Sync
hrono
us, in
struc
tor-le
d Web
traini
ng se
ssion
s 2
Celeb
ratory
sess
ion at
comp
any “
All H
ands
” mee
ting
Ex
plain
traini
ng pl
an/tim
eline
for g
o live
.
Web
mee
tings
with
man
agem
ent p
rior to
traini
ng
Kic
k-off p
resen
tation
crea
ted fo
r man
agem
ent;
delive
red by
man
agers
to th
eir te
ams
Re
corde
d prer
equis
ite se
ssion
prior
to sy
nchro
nous
tra
ining
Sync
hrono
us, in
struc
tor-le
d Web
traini
ng se
ssion
s
Clas
sroom
sess
ions f
or ca
ll cen
ter le
arne
rs
Pr
eview
the u
ser in
terfac
e (UI
).
Kick-o
ff pres
entat
ion cr
eated
for m
anag
emen
t; de
livered
by m
anag
ers to
their
team
s
Reco
rded p
rereq
uisite
sess
ion pr
ior to
sync
hrono
us
traini
ng
Gu
ided t
our in
the t
est e
nviro
nmen
t (PDF
file w
ith
instru
ction
s for
loggin
g in a
nd co
mplet
ing ta
sks)
Ex
plain
basic
term
inolog
y as a
prere
quisit
e to
addit
ional
traini
ng.
Re
corde
d prer
equis
ite se
ssion
prior
to sy
nchro
nous
tra
ining
1 Ass
igned
as a
requ
ired l
earn
ing ac
tivity
via o
ur LM
S. N
otific
ation
s sen
t to m
anag
emen
t if le
arne
rs did
not c
omple
te.
2 Web
train
ing se
ssion
s wer
e offe
red i
n mult
iple s
essio
ns on
the m
ost c
ommo
n hom
e offic
e day
s for
the f
ield s
o the
y wou
ldn’t i
nterfe
re w
ith sa
les an
d cus
tomer
servi
ce ac
tivitie
s. Re
gistra
tion v
ia ou
r LMS
and a
ttend
ance
was
requ
ired.
Reco
rding
s wer
e mad
e ava
ilable
for t
hose
who
could
not a
ttend
. Noti
ficati
ons w
ere s
ent to
lear
ners
who d
id no
t atte
nd an
d did
not w
atch t
he re
cord
ing. M
anag
emen
t was
copie
d on n
otific
ation
s.
O
bjec
tives
W
hat W
e D
id
Poss
ible
Alte
rnat
ives
Re
inforc
e tha
t train
ing is
requ
ired/n
ew pr
oces
ses
are m
anda
tory.
Kic
k-off p
resen
tation
crea
ted fo
r man
agem
ent;
delive
red by
man
agers
to th
eir te
ams
Bo
nus p
lan pr
esen
tation
prov
ided b
y sale
s op
eratio
ns
Ex
plain/
demo
nstra
te bu
sines
s proc
esse
s with
in the
UI
.
Sync
hrono
us, in
struc
tor-le
d Web
traini
ng se
ssion
s
Se
parat
e Web
traini
ng se
ssion
s for
mana
ger-o
nly
proc
esse
s
Gene
ric tu
torial
s prov
ided b
y Sale
sforce
.com
for
non-
custo
mize
d bus
iness
proc
esse
s
Clas
sroom
sess
ions f
or ca
ll cen
ter le
arne
rs
Pe
rform
ance
supp
ort (P
DF file
s via
and
avail
able
from
withi
n the
UI, r
ollov
er he
lp wi
thin t
he
UI)
Ex
plain/
demo
nstra
te da
ta en
try be
st pra
ctice
s.
Sync
hrono
us, in
struc
tor-le
d Web
traini
ng se
ssion
s
Clas
sroom
sess
ions f
or ca
ll cen
ter le
arne
rs
Pe
rform
ance
supp
ort (P
DF file
s via
and
avail
able
from
withi
n the
UI, r
ollov
er he
lp wi
thin t
he
UI)
Pr
ovide
prac
tice i
n the
UI.
Gu
ided t
our in
the t
est e
nviro
nmen
t (PDF
file w
ith
instru
ction
s for
loggin
g in a
nd co
mplet
ing ta
sks)
Te
st en
viron
ment
avail
able
to all
learn
ers fo
r prac
tice
up un
til go l
ive
Ob
tain f
eedb
ack f
rom us
ers ab
out th
e UI a
nd ne
w pr
oces
ses.
Sy
nchro
nous
, instr
uctor
-led W
eb tra
ining
sess
ions
Op
en Fr
iday s
uppo
rt ca
lls (sy
nchro
nous
, instr
uctor
-led
Web
mee
tings
)
Clas
sroom
sess
ions f
or ca
ll cen
ter le
arne
rs
E-ma
il sup
port l
ine (O
utloo
k dist
ributi
on lis
t)
O
bjec
tives
W
hat W
e D
id
Poss
ible
Alte
rnat
ives
Pr
eview
futur
e enh
ance
ments
.
Sync
hrono
us, in
struc
tor-le
d Web
traini
ng se
ssion
s
Clas
sroom
sess
ions f
or ca
ll cen
ter le
arne
rs
E-ma
ils ab
out n
ew fu
nctio
nality
sent
to us
ers
Ce
lebrat
ory se
ssion
at co
mpan
y “All
Han
ds” m
eetin
g
Re
inforc
e data
entry
best
practi
ces/n
ew bu
sines
s pr
oces
ses.
Sy
nchro
nous
, instr
uctor
-led W
eb m
eetin
gs
Cl
assro
om se
ssion
s for
call c
enter
lear
ners
On
-site
go liv
e sup
port f
or the
call c
enter
(IT
stati
oned
in a
war r
oom
in the
call c
enter
)
Web
-base
d ass
essm
ent
Op
en Fr
iday s
uppo
rt call
s (sy
nchro
nous
, instr
uctor
-led
Web
mee
tings
)
Pe
rform
ance
supp
ort (P
DF file
s via
and
avail
able
from
withi
n the
UI, r
ollov
er he
lp wi
thin t
he
UI)
E-
mails
to us
ers w
ho di
d not
comp
ly; m
anag
emen
t co
pied o
n e-m
ails
Ma
nage
ment,
IT, a
nd sa
les op
eratio
ns m
onito
ring o
f Sa
lesfor
ce re
ports
and d
ashb
oards
; indiv
idual
and
group
coac
hing
De
termi
ne if
learne
rs ret
ained
the i
nform
ation
; ob
tain f
eedb
ack a
round
busin
ess p
roces
ses/d
ata
entry
best
practi
ces t
hat n
eed t
o be r
einfor
ced.
W
eb-ba
sed a
sses
smen
t
On
-site
go liv
e sup
port f
or the
call c
enter
(IT
stati
oned
in a
war r
oom
in the
call c
enter
)
Mana
geme
nt, IT
, and
sales
opera
tions
mon
itorin
g of
Sales
force
repo
rts an
d das
hboa
rds
O
bjec
tives
W
hat W
e D
id
Poss
ible
Alte
rnat
ives
Ad
dress
comm
on su
pport
issu
es/ar
eas o
f co
nfusio
n.
Open
Frida
y sup
port c
alls (
sync
hrono
us, in
struc
tor-
led W
eb m
eetin
gs).
Pe
rform
ance
supp
ort (P
DF file
s via
and
avail
able
from
withi
n the
UI, r
ollov
er he
lp wi
thin t
he
UI)
On
-site
go liv
e sup
port f
or the
call c
enter
(IT
stati
oned
in a
war r
oom
in the
call c
enter
)
Mana
geme
nt, IT
, and
sales
opera
tions
mon
itorin
g of
Sales
force
repo
rts an
d das
hboa
rds; in
dividu
al an
d gro
up co
achin
g
Pr
ovide
timely
user
supp
ort.
E-
mail s
uppo
rt line
(Outl
ook d
istrib
ution
list)
On
e-on-o
ne co
achin
g prov
ided b
y ded
icated
traine
rs
On-si
te go
live s
uppo
rt for
the ca
ll cen
ter
(IT st
ation
ed in
a wa
r roo
m in
the ca
ll cen
ter)
Ma
nage
ment,
IT, a
nd sa
les op
eratio
ns m
onito
ring o
f Sa
lesfor
ce re
ports
and d
ashb
oards
; indiv
idual
and
group
coac
hing
Pe
rform
ance
supp
ort (P
DF file
s via
and
avail
able
from
withi
n the
UI, r
ollov
er he
lp wi
thin t
he
UI)
Poss
ible
Alte
rnat
ives
Co-lo
cated
?
Use f
ace-t
o-fac
e mee
tings
(esp
ecial
ly if s
ched
uling
is no
t an i
ssue
; if it’
s not
diffic
ult to
take
learn
ers aw
ay fro
m the
ir job
s).
Co
nside
r han
ds-on
traini
ng in
the t
est e
nviro
nmen
t (esp
ecial
ly if t
he U
I is no
t use
r-frie
ndly)
. Mo
re tim
e/bigg
er bu
dget?
Use f
ace-t
o-fac
e mee
tings
. Go o
ut to
your
sites
/bran
ches
/offic
es to
train.
If yo
u hav
e a la
rge or
ganiz
ation
, get
out th
ere an
d get
to kn
ow th
e lea
rners
so th
ey kn
ow w
ho to
go
to for
help
and s
uppo
rt.
Cons
ider h
ands
-on tra
ining
in th
e tes
t env
ironm
ent (e
spec
ially
if the
UI is
not u
ser-f
riend
ly or
if you
r use
rs are
not c
ompu
ter-pr
oficie
nt).
Int
eracti
ve tu
torial
s tha
t repli
cate
the sy
stem
functi
onali
ty (bo
th ba
sic pr
oces
ses a
nd th
en se
parat
e mod
ules f
or us
er gro
ups w
ith di
fferen
t work
flows
). No
te: Y
ou m
ay ha
ve to
upda
te tut
orials
as en
hanc
emen
ts are
mad
e. Ma
y work
for a
majo
r laun
ch, b
ut rea
lize th
at the
conte
nt wi
ll go o
ut of
date.
Video
taped
mes
sage
s from
a se
nior e
xecu
tive,
sales
man
ager,
and/o
r IT re
prese
ntativ
e (to
addre
ss th
e WIFM
and w
hy tra
ining
is re
quire
d).
Distr
ibuted
wor
kforc
e, an
d Web
mee
tings
are n
ot pr
actic
al? (D
ifficu
lt UI o
r cha
nge m
anag
emen
t req
uires
pers
onal
atten
tion?
)
Train
the t
raine
r. Prov
ide tra
ining
mate
rials
and t
rain a
powe
r use
r/coa
ch at
each
site,
bran
ch, o
r offic
e.
Prov
ide ad
dition
al pra
ctice
activ
ities t
hat le
arners
can c
omple
te in
the te
st en
viron
ment
prior
to go
live.
Have
your
powe
r use
rs co
ach t
heir p
eers.
Le
ss tr
aditio
nal c
ultur
e? A
lread
y usin
g new
er de
liver
y meth
ods?
Us
e a po
dcas
t to ad
dress
the W
IFM an
d why
traini
ng is
requ
ired.
(If yo
u are
alrea
dy su
cces
sfully
using
podc
asts,
grea
t. If n
ot, yo
u may
wan
t to us
e a m
ore tra
dition
al me
thod o
r use
the p
odca
st as
a su
pplem
ent, t
o ens
ure th
e mes
sage
is he
ard by
all.)
Us
e a W
iki for
perfo
rman
ce su
pport
(esp
ecial
ly if y
ou ca
n’t pr
ovide
perfo
rman
ce su
pport
from
withi
n the
UI).
Us
e a W
iki to
allow
learn
ers to
share
their
idea
s for
enha
ncem
ents
to the
syste
m.
Chan
ge m
anag
emen
t a bi
g iss
ue fo
r you
r org
aniza
tion?
Br
ing in
site
repres
entat
ives f
or foc
us gr
oup m
eetin
gs to
disc
uss t
ransit
ion pl
ans.
Use t
he fo
cus g
roups
as a
forum
for in
put a
nd fe
edba
ck re
lated
to up
comi
ng ch
ange
s. Us
e foc
us gr
oups
to ob
tain i
nput
aroun
d you
r train
ing pl
ans a
s well
.
Visit s
ites/b
ranch
es/of
fices
. Disc
uss t
he re
sults
of yo
ur foc
us gr
oups
and t
he tra
ining
plan
. Sho
w sa
mples
of tra
ining
mate
rials.
Set
expe
ctatio
ns an
d gath
er ad
dition
al inp
ut pri
or to
finali
zing y
our p
lans.
Ha
ve a
desig
nated
powe
r use
r/adv
ocate
/go-to
perso
n at e
ach s
ite, b
ranch
, or o
ffice.
Bring
thes
e peo
ple in
to co
rporat
e for
traini
ng. M
ake t
hem
respo
nsibl
e for
creati
ng an
im
pleme
ntatio
n plan
at th
eir si
te, br
anch
, or o
ffice.
Have
a pla
n to v
isit ea
ch si
te/bra
nch/o
ffice t
o foll
ow up
in pe
rson.
Don’t
leav
e you
r pow
er us
ers ou
t in th
e cold
on th
eir
own.
Que
stio
ns to
Ask
You
rsel
f
It i
s diffi
cult t
o tak
e lea
rners
away
from
their j
obs/
job re
spon
sibiliti
es? A
sync
hrono
us m
ight b
e bes
t.
Is it e
xpen
sive t
o hav
e lea
rners
trave
l to yo
ur tra
ining
site?
Asy
nchro
nous
migh
t be b
est.
Do
learn
ers pr
efer to
learn
at th
eir ow
n pac
e? A
sync
hrono
us m
ight b
e bes
t.
Do
learn
ers pr
efer to
learn
in a
group
settin
g, or
does
the c
onten
t lend
itself
to a
group
settin
g whe
re lea
rners
share
expe
rienc
es/fe
edba
ck w
ith ea
ch ot
her a
nd/or
the
instru
ctor?
Sync
hrono
us m
ight b
e bes
t.
Do yo
u thin
k the
conte
nt wi
ll req
uire c
larific
ation
? Do y
ou an
ticipa
te a l
ot of
ques
tions
and a
nswe
rs? S
ynch
ronou
s migh
t be b
est.
Do
es th
e con
tent c
hang
e ofte
n, an
d mus
t it be
kept
up to
date?
Con
sider
sync
hrono
us.
Mu
st the
conte
nt be
delive
red ex
actly
the s
ame w
ay ea
ch tim
e? C
onsid
er as
ynch
ronou
s.