For those embarking on a CRM project, it is critical to avoid the same mistakes others have so frequently, and innocently, made in the past.\u00a0<\/span><\/p>\n In the previous post<\/a>, we discussed how CRM solutions are not financially governed, which makes CRM data and transactions (almost) optional when it comes to generating sales. We also highlighted why it\u2019s important for business executives to own and lead the project.\u00a0<\/span><\/p>\n In this post, we will cover the importance of implementing a change management and adoption strategy \u2013 particularly when migrating from an on-premise CRM to the cloud.\u00a0<\/strong><\/p>\n When it\u2019s time to implement a new CRM system or migrate an existing one to the cloud \u2013 such as Dynamics 365 CE \u2013 it is important to consider who will be using it, including their work habits and how comfortable they are with technology. <\/strong><\/p>\n Some people adapt to change very well and some even drive change initiatives (also known as “Change Agents”), while others simply fear change and are terrified of new systems or new methods.<\/p>\n Whenever you hear the phrase: “We have always done it that way<\/em>,” understand and make a note that the person saying it \u2014 and perhaps the entire department \u2014 will not adjust to a new system very well. As someone who has implemented and managed many CRM and ERP projects successfully, that statement warns me to proceed with caution. It\u2019s like saying \u201cI don\u2019t adjust to changes very well\u201d <\/em>or \u201cI am unwilling to change my process.\u201d<\/em><\/p>\n Understanding the people, their work methods and cultural barriers will allow you to develop a change management strategy that provides an individualized plan to get people working in the new solution and in the least disruptive way possible. You will also be able to create a CRM adoption strategy that defines and evangelizes the benefits of using the CRM system to each affected group of users.\u00a0<\/span><\/p>\n Without a change management strategy,\u00a0here\u2019s what you can expect when you launch:\u00a0\u00a0<\/strong><\/p>\n The result is likely a failed implementation \u2013 whether the end comes within a few days or a few months. At a minimum, the organization may feel it is not getting the value out of the CRM investment. The outcome is always data degradation, inaccurate reporting, and frustrated users. The business starts to realize that it isn\u2019t going to get the value from the significant investment that was just made.\u00a0<\/span><\/p>\n A change management strategy looks at the profiles of each user type and accommodates the communication, training, and empathy necessary prior to and during your CRM launch. Achieving a high level of alignment on why the new CRM solution is important to the organization, and making sure that everyone feels properly enabled to operate the system correctly is paramount.<\/p>\n A company wants to migrate away from a homegrown<\/em> on-premise sales contacts database, and move to a true cloud-based CRM like Dynamics 365 CE. The generation of seasoned users<\/em> embraces using the old system they have become very comfortable with \u2014 but don’t use consistently. They have used it for years and are happy about the fact there are few controls in place to make sure they are using it properly, i.e. they can work around the system.<\/p>\n The people driving business development and customer experience transformation, however, are much more familiar with modern solutions that can drive new customer acquisition and retention.\u00a0 They understand the importance of managing the processes and data in a standardized fashion. A model that creates a single source of the truth for all customer interaction.<\/p>\n In this typical scenario, there are obvious gaps in needs and perspectives between the group that has traditionally worked within the old solution, and what the user community can expect to experience in the new CRM world as a result of the BD Transformation. The business needs to be able to empathize with the users and understand the pain that can accompany transformative projects.<\/p>\n After all, this is part of their daily routine. Going live without addressing these things will likely doom it to failure. A strategy around people and process change will be essential for heading off the pain associated with change as much as possible and driving ownership of the new solution.<\/p>\n People tend to adopt a solution more readily once they understand \u201cWhat\u2019s in it for me?\u201d<\/em> The adoption component of the overall change strategy looks at the affected groups and attempts to provide a value proposition at each level in exchange for proper use.<\/p>\n The adoption game plan would look at each level in this hierarchy and define a return on investment\u201d for their time spent using the CRM solution; this is a value proposition. It would also likely include accelerators and techniques that help make the interaction with CRM as frictionless as possible.<\/p>\n For example, if the sales manager drives performance discussions based on financial metrics only, the conversation may fall on deaf ears because it doesn\u2019t help them connect outcome with sales behaviors. If that same sales manager pulls in CRM sales activity information as an overlay to that financial information, it provides real context as to what activity generates specific financial results.<\/p>\n But, if the sales manager defines KPIs that can be measured in CRM and uses CRM reporting to drive performance discussions while celebrating wins and incentivizing along the way, the sales representatives will know their activities have value and will support CRM usage.<\/p>\n Sales representatives need to be given good reasons to use the system beyond good data and reporting. You must design a method that allows the sales representatives to easily find and change sales.\u00a0<\/span><\/p><\/blockquote>\n Understanding how people work, what motivates them and what creates friction in their world is important to developing and executing a meaningful change management strategy<\/a> that helps optimize adoption. Transformational projects like the implementation of a new CRM solution significantly impact the way people do their job, and change takes time.\u00a0 Engaging early and often and sticking with it through KPI measures and ongoing communication are keys to successful adoption.<\/p>\n In part\u00a0two of a three-part\u00a0series on common CRM implementation issues and how to avoid them, we look at change management and adoption strategy.<\/p>\n","protected":false},"author":77,"featured_media":24373,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1],"tags":[],"coauthors":[15150],"acf":[],"publishpress_future_action":{"enabled":false,"date":"2024-07-31 11:08:34","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category"},"_links":{"self":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/posts\/24353"}],"collection":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/users\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/comments?post=24353"}],"version-history":[{"count":0,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/posts\/24353\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/media\/24373"}],"wp:attachment":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/media?parent=24353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/categories?post=24353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/tags?post=24353"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/coauthors?post=24353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Why a CRM Change Management Strategy Matters<\/h2>\n
\n
Let\u2019s use a real-life example…<\/h4>\n
Where does adoption fit into all of this?<\/h2>\n
Using a sales hierarchy, for example, here\u2019s what that would look like:<\/h4>\n
\n
Final Thoughts<\/h2>\n
The final part of the series describes how to monitor and enforce<\/a> proper usage\u00a0after you launch your CRM. The first part covered project leadership and ownership<\/a>.<\/em><\/h4>\n","protected":false},"excerpt":{"rendered":"