Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
INSPIRING
POSITIVITY:
Managing Attitudes
Towards CRM Adoption
CRM USER ADOPTION:
Managing change, changing attitudes.
Think of a rainstorm.
Or a sunrise.
Or the rush hour.
Rainstorm, sunrise,
and rush hour are all
things…
But they describe processes.
Each with
beginnings,
actions, and
outcomes.
CRM USER
ADOPTION IS A
PROCESS TOO.
Not a one-off event.
It isn’t easy.
Unlike software, getting employees on
board with CRM isn’t click-to-install.
It isn’t a tickbox.
Unlike software, getting employees on
board with CRM isn’t click-to-install.
And it certainly
isn’t optional.
Unlike software, getting employees on
board with CRM isn’t click-to-install.
But if you treat it as a change management
process of eight key steps...
… it soon looks like the right thing to do.
What are the stages
of maximising CRM
user adoption through
change management?
(After Kotter’s classic set of 8.)
CREATE URGENCY
1
Write down a few positive
outcomes your people will like.
As a senior, you should lead
from the front to encourage
CRM use...
FORM THE TEAM
2
Any new process
needs cheerleaders.
Whose department will
win big with CRM?
Talk to top managers
in Sales, Marketing
and I...
CREATE THE VISION
3
What does success looks like?
Set expectations foryour CRM that translate into ROI,
encouraging user adoption.
A sales tea...
SHARE THE STORY
4
How best to communicate that vision?
Inspiring positivity stems from showing successes, demonstrating how
departments can ...
CLEAR THE OBSTACLES
5
Every new system treads on toes somewhere.
Organise a demo before installation and ask end users for
honest feedback.
All ...
LOOK FOR QUICKWINS
6
Before the big stories
come in, there’ll be small
successes.
Don’t wait for them… make them
happen. Then share them as bes...
BUILD ON THE CHANGE
7
•	 Don’t let small successes
stay small.
•	 Work out what went right,
and scale it up.
•	 What works for one
team may work...
ANCHOR THE POSITIVES
8
You’ve achieved change. Now lock it in.
Treat success stories as newwork processes for all to adopt.
Write the case studie...
CRM user adoption
takes time…
…but it can be fun.
If you want an extra boost in inspiring
positivity and managing attitudes towards
CRM adoption, make sure you choose the
r...
The Ultimate
Guide to:
Assessing and
choosing the
right CRM for
your business
CRM is becoming increasingly important
to bu...
Prochain SlideShare
Chargement dans…5
×

Inspiring positivity: Managing attitudes towards CRM adoption

1 205 vues

Publié le

Maximise CRM user adoption and make sure employee sentiment about your CRM is as positive as your ambitions for it.
Do you know why some of the best CRM people have experience outside CRM?

It’s because today, CRM providers and partners alike know people matter most. The value of CRM to your business doesn’t stem from just the software, but from how deeply people integrate it into their jobs.

It’s why disciplines like change management, process improvement, and organisation design feature on the CVs of today’s CRM experts. Because when an implementation fails - as, sadly, some still do - it’s usually because the software was rolled out without taking the people along and there has been a lack of CRM user adoption.

This SlideShare outlines how you can inspire positive attitudes towards CRM adoption.

Publié dans : Marketing
  • Identifiez-vous pour voir les commentaires

Inspiring positivity: Managing attitudes towards CRM adoption

  1. 1. INSPIRING POSITIVITY: Managing Attitudes Towards CRM Adoption
  2. 2. CRM USER ADOPTION: Managing change, changing attitudes.
  3. 3. Think of a rainstorm.
  4. 4. Or a sunrise.
  5. 5. Or the rush hour.
  6. 6. Rainstorm, sunrise, and rush hour are all things…
  7. 7. But they describe processes. Each with beginnings, actions, and outcomes.
  8. 8. CRM USER ADOPTION IS A PROCESS TOO. Not a one-off event.
  9. 9. It isn’t easy. Unlike software, getting employees on board with CRM isn’t click-to-install.
  10. 10. It isn’t a tickbox. Unlike software, getting employees on board with CRM isn’t click-to-install.
  11. 11. And it certainly isn’t optional. Unlike software, getting employees on board with CRM isn’t click-to-install.
  12. 12. But if you treat it as a change management process of eight key steps... … it soon looks like the right thing to do.
  13. 13. What are the stages of maximising CRM user adoption through change management? (After Kotter’s classic set of 8.)
  14. 14. CREATE URGENCY 1
  15. 15. Write down a few positive outcomes your people will like. As a senior, you should lead from the front to encourage CRM user adoption. Everyone, in every business, has business pain. How does CRM soothe that pain?
  16. 16. FORM THE TEAM 2
  17. 17. Any new process needs cheerleaders. Whose department will win big with CRM? Talk to top managers in Sales, Marketing and IT to get their thoughts. Understand their needs before implementation so you can demonstrate granular benefits of CRM.
  18. 18. CREATE THE VISION 3
  19. 19. What does success looks like? Set expectations foryour CRM that translate into ROI, encouraging user adoption. A sales team with a single database? Sales and Marketing as collaborative sources? Or the whole organisation treating every customer like the only customer?
  20. 20. SHARE THE STORY 4
  21. 21. How best to communicate that vision? Inspiring positivity stems from showing successes, demonstrating how departments can achieve the same and how CRM makes the working day easier. Case Studies? They work for marketing. Business Cases? Great for sales. Tips for saving hassle at work? For everybody.
  22. 22. CLEAR THE OBSTACLES 5
  23. 23. Every new system treads on toes somewhere. Organise a demo before installation and ask end users for honest feedback. All are solvable... (if you know what they are ahead of rollout.) Is an old system blocking the way? Are training worries causing blowback? Is the CRM able to align with existing processes?
  24. 24. LOOK FOR QUICKWINS 6
  25. 25. Before the big stories come in, there’ll be small successes. Don’t wait for them… make them happen. Then share them as best practice. CRM user adoption soars when people think, “Hey, I want to do that!”
  26. 26. BUILD ON THE CHANGE 7
  27. 27. • Don’t let small successes stay small. • Work out what went right, and scale it up. • What works for one team may work organisation-wide. • Configure any dashboards and features so everyone has the same access to information and the same chance at success. (CRM lets you apply one person’s good ideas beyond their desk.)
  28. 28. ANCHOR THE POSITIVES 8
  29. 29. You’ve achieved change. Now lock it in. Treat success stories as newwork processes for all to adopt. Write the case studies. Give small gifts. Celebrate with lunches out. And make it easy for everyone to do the same.
  30. 30. CRM user adoption takes time… …but it can be fun.
  31. 31. If you want an extra boost in inspiring positivity and managing attitudes towards CRM adoption, make sure you choose the right partner to help.
  32. 32. The Ultimate Guide to: Assessing and choosing the right CRM for your business CRM is becoming increasingly important to businesses, but with such a variety available and low success rates, choosing the right one can be complex. We outline essential steps to follow, helping you to assess and choose the right CRM foryour business. ULTIMATE SERIES Choosing a partner is an important part of assessing and choosing the right CRM foryour business - find out more by downloading: Ultimate Guide to: Assessing and choosing the right CRM for your business Download Now

×