crmug webinar - assess your crm success

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Assess Your CRM Success Geoff Ables, C5 Insight

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Page 1: CRMUG Webinar - Assess Your CRM Success

Assess Your CRM Success

Geoff Ables, C5 Insight

Page 2: CRMUG Webinar - Assess Your CRM Success

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

Page 3: CRMUG Webinar - Assess Your CRM Success

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

Page 4: CRMUG Webinar - Assess Your CRM Success

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%

Page 5: CRMUG Webinar - Assess Your CRM Success

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

Page 6: CRMUG Webinar - Assess Your CRM Success

3 Stages of Adoption

Pilot

ExpectedRequired

Page 7: CRMUG Webinar - Assess Your CRM Success

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?

Page 8: CRMUG Webinar - Assess Your CRM Success

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

Page 9: CRMUG Webinar - Assess Your CRM Success

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?

Page 10: CRMUG Webinar - Assess Your CRM Success

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.

Page 11: CRMUG Webinar - Assess Your CRM Success

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?

Page 12: CRMUG Webinar - Assess Your CRM Success

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.

Page 13: CRMUG Webinar - Assess Your CRM Success

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

Page 14: CRMUG Webinar - Assess Your CRM Success

4 Areas for CRM Continuous Improvement

The LUCK Principle™

Listen Understand Connect Know

Page 15: CRMUG Webinar - Assess Your CRM Success

Thank You!

• For more information on becoming a CRMUG Member visit www.crmug.com.

• CRMUG Members benefit from user-led and produced training on Microsoft Dynamics CRM. In addition, Membership includes valuable networking and collaboration opportunities both virtually and in-person.

“The CRMUG community is always so helpful and the webinar selection and <educational> content is outstanding. But, the best part of CRMUG is Summit <www.crmugsummit.com>! I walk away with

more information, every time, than I can even take in.” Rachel Winfree, CRMUG Member