implementing a crm tool using blended learning: salesforce

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



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



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.




Salesforce Fundamentals:7/20**

Hands-on Guided Tour: 7/20**

Salesforce Workflow:Week of 7/30


Provide a preview of the UI (ease of use).

Explain basic terminology (prerequisite).


Become comfortable working in the UI.

Practice using the system; note questionsto bring up during future training.


Demonstrate business processes in the UI.

Obtain feedback about the UI/processes.


Advanced Topics:Week of 8/6

Management Topics:Week of 8/6


Reinforce new processes/data entry best practices.

Demonstrate advanced processes.


Explain go live timeline.

Preview future enhancements.


Gain management commitment (coach teams on new processes/data best practices).

Demonstrate custom reports/dashboards (management only).


Explain go live timeline.

Preview future enhancements.

Go Live!

Go Live




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


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**


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.



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



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



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



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

e-mail

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

e-mail

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

e-mail

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

e-mail

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

e-mail

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.

implementing a crm tool using blended learning: salesforce

Documents