What Percentage of CRM implementations fail?

A Google search will find failure rates from 47% to 80% in CRM

implementations.

Forrester Research: 47% Gartner Group: 50%

Economist Intelligence Unit: 56% Selling Power, CSO Forum: 69.3%

Butler Group: 70% Voice 2 Insights: 80%

POLL

Understanding your business culture will have a significant impact in your CRM success

Lack of Adoption is not the problem. It is a symptom of disengagement.

User involvement, communication and proper alignment with their processes and priorities are key

enablers to engagement.

ADOPTION INHIBITORS

I. Not engaging users in the design and / or implementation of the CRM. Their feedback is

critical to relevance and peer buy-in.

If the primary users (sales, marketing, service) are not consulted and e n g a g e d i n t h e d e s i g n a n d deployment of the CRM, they will not f e e l t h e e m p o w e r m e n t a n d enthusiasm required to succeed with CRM.

II. Lack of Practical Alignment between functional processes and the automation

configured in the CRM.

ADOPTION INHIBITORS

Teams usually follow a process (formal or not) that defines how they work.

Unless the CRM is implemented taking into account (not necessarily endorsing) their processes, users may be confused and question the value and/or relevance of the CRM.

This confusion will extend the CRM learning curve and in some cases create adoption resistance.

Key Factors to Consider:

• Facilitate the work of users (makes my life easier) • Dependencies with other areas (automation) • Integration with other systems (less is more) • Mobile features (works anytime / anywhere) • Simplify the process (again, less is more) • Seize the opportunity to embed best practices • Reject manual reporting • Collaborate in the CRM • Meet in the CRM

III. Lack of CRM Understanding / Purpose

ADOPTION INHIBITORS

Most changes are accompanied by some degree of res istance or s ke p t i c i s m . To m i n i m i ze t h i s resistance, it is necessary to clearly articulate the CRM benefits, train the teams and coach them properly and continuously inject a dose of enthusiasm.

Key Factors to Consider:

• Reinforce the CRM vision and objectives to create an existential purpose

• Training is not a one-time event! Provide coaching and continuos learning.

• Provide reference resources post-training (custom training videos, blogs, chatter feeds, links)

• Create excitement through a solid communication plan and fun contests to recognize leading users.

• Recruit engaged CRM Champions and promote Peer to Peer learning and collaboration

• Listen and Respond quickly to User Feedback

IV. Low Perceived Value by Management or Users

ADOPTION INHIBITORS

Value Perception is correlated to Desired Business Outcomes. Demonstrate:

• Increased Productivity (Automation, Mobility, Customer Interactions)

• Greater Effectiveness (Higher Conversion Rates, OTR, Campaign ROI)

• More Customer Face Time (Calls, Visits) • Better Customer Relationships (CSAT, Customer Insights) • Better Understanding of Customer Needs (Products,

Closing) • Key Metrics Improvements (Sales, Service, Marketing) • Adoption of Best Practices and Consistency

ADOPTION

4 TIPS YOU CAN USE RIGHT NOW TO INCREASE

1. Ask users about key inefficiencies regarding their current processes. What could make it easier for you? Consider these concerns in the design of your solution (current or future).

2. Ask users about their likes and dislikes regarding their current CRM or Process. Ensure that the positive aspects do not disappear but rather improve and that negative aspects are addressed.

3. Enthusiastically reinforce the ways in which the CRM will benefit them and create a forum/group/session to share peer-to-peer best practices to improve efficiency and productivity.

4. Challenge and motivate teams to Recognize Best Users. Back that effort with a fun contest to recognize them and get them excited about the CRM.

ADOPTION ENABLERS

• Holistic Vision of the Project • Clear and Realistic Objectives • Involved and Engaged Leadership • Involved and Engaged Influencers • Aligned Processes • Great Communication • High Degree of Responsiveness & Enthusiasm • Change Management Program • Coaching and On Going Support • Frequent Enhancements, Adaptations and Process

Simplification • Live and Collaborate in the CRM!

QUESTIONS?

VALUE ADDED DOBLE GROUP OFFERINGS TO DRIVE ADOPTION

Sales Leadership, Adoption & Change Management

Basic User, Administrator, Power User and Strategic Sales

Commercial Process Consulting

Configuration, Development, Integration & Support

Contact us!

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Doble Group, LLC

D o b l e G r o u p , L L C i s a b o u t i q u e c o n s u l t i n g f i r m t h a t f o c u s e s o n i m p r o v i n g c o m m e r c i a l b u s i n e s s r e s u l t s t h r o u g h C R M s o l u t i o n s a n d t h e a l i g n m e n t o f t h e o r g a n i z a t i o n , i t s p r o c e s s e s a n d t e a m s f o r s u c c e s s . W e d e l i v e r o u r s e r v i c e s t h r o u g h h i g h l y c u s t o m i z e d c o n s u l t i n g , t r a i n i n g a n d c o a c h i n g p r o g r a m s a n d t h e w o r l d ’ s # 1 C R M t e c h n o l o g i e s , S a l e s f o r c e .