is your crm a “tax”?...to solve all your crm problems (aspirational!) to understand why crm is...
TRANSCRIPT
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Committed to the Growth and Success of Our Clients
Is Your CRM a “Tax”? Beyond Technology: Maximizing Results with People and Process
May 8, 2018© 2018 CLIENTSFirst Consulting
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25+ Years in Professional Services Business Development Focus on CRM Success and Client service Background Marketing Technology Consulting & Sales
CLIENTSFirst Consulting: Team of more than 100 professionals CRM Success Consultants, Strategists & Trainers Outsourced Data Quality Professionals
Dave Whiteside, MBADirector, Client Growth & Success
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To solve all your CRM problems (aspirational!) To understand WHY CRM is so hard and discuss some of
the most common CRM challenges and ways to plan for and overcome them
To give you a couple of success tips you can actually take home and implement
Achieve CRM Success!
Today’s Objectives:Come as you are, but don’t leave as you came
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Let’s Start With a Quiz…. Who said – “In this world nothing can be said
to be certain, except death and taxes.”
Will Rogers Thomas Jefferson Benjamin Franklin Mark Twain
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Let’s Start With a Quiz….
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Who Likes Paying Taxes?
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A Few Tax Factoids:
Any tax tends to depress the activity being taxed (i.e. income taxes directly affect the number of employees that can be hired. Property taxes affect property values)
Taxes are frequently used to affect behavior (i.e., ‘sin’ taxes on cigarettes and alcohol).
Tax breaks or credits are often viewed as benefitting a select few while they result in higher taxes for everyone else.
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Rarely does anyone feel they received benefits from their tax dollars equivalent to the taxes they paid into the system.
My tax dollars benefit others more than me.
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What is the #1 Reason People Dislike Paying Taxes?
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WIIFMWhat’s in it for me!
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Human Nature at Work
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Lack of adoption / buy-in
Underutilization Lack of leadership
support Lack of education Poor training No accountability Data entry Turnover
CRM work’s perfectly….until you add in the people
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Inadequate data quality resources
People want the system to read their minds
People don’t want to do things for themselves
Whiny users Our director won’t use the
system Won’t tolerate imperfection
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Adoption My users just won’t do what they are supposed to do!
They are stubborn… Obstinate… Unwilling to change….
Top CRM “Challenge”
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Question Should be:
WHY are they unwilling to change?
Could it be your CRM is viewed as a “Tax” on the user?
Top CRM “Challenge”
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Let’s Audit Your CRM – Is it a “TAX”? TAXES
Viewed as a burden Viewed as good for the
government Viewed as paying an unfair share Goal of individual is to legally
minimize their share of taxes Failure to comply has serious
penalties Ultimate benefit to the individual
hard to measure and often perceived as a negative benefit relative to the amount of tax paid
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Let’s Audit Your CRM – Is it a “TAX”? TAXES
Viewed as a burden Viewed as good for the
government Viewed as paying an unfair share Goal of individual is to legally
minimize their share of taxes Failure to comply has serious
penalties Ultimate benefit to the individual
hard to measure and often perceived as a negative benefit relative to the amount of tax paid
CRM Viewed as a burden Viewed as good for the “company” Viewed as paying an unfair share Goal of individual is to legally
minimize their share of the work Failure to comply has serious
penalties?? Or is compliance optional?
Ultimate benefit to the individual hard to measure and often perceived as a negative benefit relative to the amount of CRM tax paid
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Let’s Have Some Fun
Volunteers……???
Need two people
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Let’s Have Some Fun
In less than 1 minute, explain why____ should use your CRM?
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Let’s Have Some Fun
Questions: Is CRM in this example a “Tax”? Or a “Tax Benefit”? What’s the WIIFM?
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How Do We Change From a Tax, to a Tax Benefit?
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Audit Process:How Do We Change the “Taxation” view of CRM? Look for ways to minimize the tax – what is the
minimum you really need? Why is it needed? Who benefits? What benefits each user?
Measure the Culture Honestly – do users see benefit? Or just paying taxes?
Understand how users get the job done today - Are users working around your CRM? Why?
Study and Document any and all “Change” that will need to take place? Why are the changes needed?
Document the “targeted value” of current or new functionality
Recognize everyone only cares about WIIFM Use Audit results to re-focus adoption plan
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Adoption Plan
Philosophy: Crawl – Walk – Run
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Philosophy: Crawl – Walk – Run
Crawl…get the basics down – show wins – build confidence in team, stakeholders and project Functions – pick 2 or 3 achievable items (email list
management, event planning, pipeline) Pilot Groups - by department or
team(small/manageable - easy wins) Accept the fact people learn/adopt at different rates Before you “Walk” – “Crawl” should be viewed as a
success – if not “Walk” will be doomed.
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Philosophy: Crawl – Walk – Run
Walk…focus on high value additions that are requested Functions – what is Crawl for one may be Walk to
the next Pilot Group 2 (or full rollout if small)
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Philosophy: Crawl – Walk – Run
Run….Full rollout, advanced functions and integrations Time to go for it!
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Philosophy: Crawl – Walk – Run Crawl…get the basics down – show wins – build confidence in
team, stakeholders and project Functions – pick 2 or 3 achievable items (email list
management, event planning, pipeline) Pilot Groups - by department or team(small/manageable -
easy wins) Accept the fact people learn/adopt at different rates Before you “Walk” – “Crawl” should be viewed as a
success – if not “Walk” will be doomed. Walk…focus on high value additions that are requested
Functions – what is Crawl for one may be Walk to the next Pilot Group 2 (or full rollout if small)
Run….Full rollout, advanced functions and integrations Time to go for it!
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CRM Success is a People & Process Problem….….Disguised as a Technology Problem The problem isn’t the technology CRM success is all about WIIFM
CRM Success Challenges
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No formalized/current procedures to model Lack of consistency / standardization Capturing the right data – tendency to try and capture
everything Data entry – no standards Lack of integration Current manual systems Spreadsheets – can’t give them up Bad data - We imported a bunch of sh** We have always done it this way
CRM Success Challenges
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Leads to inability to identify / prioritize
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Success Challenge #1Over-Engineering Kills adoption
87 implements that perform 141 functions, making it the only tool you'll need to get any job done.
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Engineering Challenge Simplify! Resist the urge to over-engineer Complexity Kills Adoption
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Engineering Challenge
Identify / Prioritize Consider Starting with
Three…
But Which Three?
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Success Challenge #2 Communication Plan
Include vision / mission statement Convey management support Focus on benefits to the organization, groups,
users and key audiences – each has own WIIFM Enhance with incentives and contests –
“Gamification” Plan for ongoing messaging Survey users Implement suggestions Update on progress Communicate successes Repeat
*Email me for copy of Communication Plan document list
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Success Challenge #3 Training
Focus on end user business processes
Plan New users Ongoing training
(Crawl – Walk – Run) Break into manageable
sections Support with user friendly
materials Quick reference Online Video
1-1 Training
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The Real ‘P’1-1
We often win the CRM battle one ‘P’ at a time
Consider training 1-1 at their desk in addition to all other methods.
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Success Challenge #4 - Bad Data
CRM programs fail, in large part, because the poor quality of underlying data is not recognized or addressed
Most enterprises don’t fathom the magnitude of the impact that data quality problems can have
More than 75% percent of enterprises engaged in CRM initiatives cannot combine a comprehensive view of a customer with actionable, personalized advice
“Bad data is the number 1 cause of CRM failure”
30%Data in CRM Outdated in
12 months
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Data quality is essential To encourage system use Effective segmentation Legal Compliance – GDPR/CASL
Data quality is often neglected Consistent attention required
Data quality essentials Consistent data quality standards Dedicated resources Establish resource plan
The magic bullet… There is no substitute for experienced, trained
people
Data Quality Challenges
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Final Thoughts
CRM is a marathon, not a sprint Don’t try to boil the ocean
Small victories, communicate successes, repeat Be patient – Crawl – Walk - Run
It’s never too late to focus on success Don’t do it alone Reach out for help
Subscribe to CRMSuccess
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Keep sense of humor…
…We aren’t saving lives here
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Q & A
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Dave Whiteside, MBA
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E: [email protected]: 904-612-4617 W: www.ClientsFirstConsulting.comB: www.crmsuccess.net
CLIENTSFirst Consulting