crmug webinar - assess your crm success
TRANSCRIPT
Assess Your CRM Success
Geoff Ables, C5 Insight
Geoff AblesC5 Insight | Managing Partner, Author
Management consulting and implementation for employee collaboration and customer relationship management.
Work. Together. Better.
Social: Session: #C5CRM
Presenter: @C5geoffCompany: @C5insight
Agenda
The Truth about CRM FailureHow many projects really fail, and what are the leading causes?
The Path to CRM AdoptionThe 3 phases that every successful CRM project must go through
A Better Way12 questions to continue to ask your team in order to get the most from your investment
4 Areas for Continuous CRM ImprovementHow to constantly refine your CRM solution
The Truth About CRM Failure Rates• Failure rates thru the years from the analysts
– 2001 Gartner Group: 50%– 2002 Butler Group: 70%– 2002 Selling Power, CSO Forum: 69.3%– 2005 AMR Research: 18%– 2006 AMR Research: 31%– 2007 AMR Research: 29%– 2007 Economist Intelligence Unit: 56%– 2009 Forrester Research: 47%– 2012 Nucleus Research: 30%– 2013 DM News: 63%– 2014 C5 Insight / Success Accelerators: 30%-60%
Answers are Elusive
This is our third (or more) time
This is our second time
This is our first time
0% 20% 40% 60% 80% 100%
How Many Times Have You Implemented CRM?
Satisfied Unsatisfied
3 Stages of Adoption
Pilot
ExpectedRequired
Users Has CRM become the exclusive weekly
planning tool? Do users exchange information with
other users via CRM? Do users have to use only 1 other
system in addition to CRM to get their jobs done?
Can quotes and orders be created in CRM?
Do users report that CRM slows them down?
MYTH…
CRM is a tool that management will use
to beat up users.
… REALITY
CRM tools often slow users down with
configuration that is overly complex, poorly
implemented, or requires re-keying into
other systems.
Users
Management Does management create new
content in CRM? Can management measure the
productivity and individual contribution of CRM users – using CRM?
Does management run their team meetings using CRM?
Does management require users to re-key CRM data into another reporting system?
Management
MANAGEMENT PERSPECTIVE
USER PERSPECTIVE
CRM is something we feel like we gave our people as a helpful
tool.
CRM is something we feel like
management did to us not for us.
Leadership Does each C-level executive depend on
CRM for at least one critical metric? Do executives use the CRM platform as
a social connection to employees and customers?
Do executives create opportunities for every employee to know the score and see how they are improving the company via CRM?
Is CRM being used across all customer-facing job functions?
Leadership
LEADERSHIP BUY IN LEADERSHIP COMMITMENT
I signed off on the CRM project and get a monthly update.
I couldn’t run this company without the information I get from
CRM.
Other We have a clear vision of where our
CRM project is going over the next 2-5 years.
Our managers and executives have access to coaches to help them improve the value they are getting from CRM.
Our CRM project is so successful that we continue to invest in it.
Our user team has access to ongoing training.
Everyone on the team knows how to surface new ideas, and knows that they are heard.
0%
20%
40%
60%
80%
100%
Improvements and Fixes tothe CRM Solution
Ongoing User Training andManager Coaching
Regular Project Leadership,Prioritization and
Governance Meetings
Which of These are Part of Your Ongoing Support Plan?
Satisfied Unsatisfied
4 Areas for CRM Continuous Improvement
The LUCK Principle™
Listen Understand Connect Know
Thank You!
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