In the final part of a series on common CRM implementation issues and how to avoid them, we cover the importance of CRM monitoring and enforcement.
In the previous chapters, we discussed how CRM systems are not financially governed – which makes CRM data and transactions (almost) optional.
We also highlighted the importance of business executives owning and leading the CRM project. And, we covered the need for a change management and adoption strategy to set a foundation for proper use and increase data accuracy.
In this chapter, we will cover the importance of monitoring and enforcement of a CRM system after go-live.
After users are trained and operating in the CRM system, the hard part begins. It is important to keep proper usage going while you provide some mechanism for monitoring and enforcement. Obviously, physical punishment for improper usage is not an option, but you may consider it after a few rocky implementation projects!
Over time, CRM usage can degrade if the people generating the data are not timely and complete with their entries. The primary reason usage degrades is simple: If the data is not accurate, trust in the system also declines. As trust is lost, proper usage declines, which leads to a death spiral. That eventually ends in a system that’s completely ignored.
So how do you keep this from happening?
In the previous chapter, we discussed the need for an adoption strategy to enforce proper usage and ensure a high level of trust. For each benefit of using the CRM system in the adoption strategy, a corresponding enforcement activity must also be created. This is the “Carrot or the Stick” approach. Each of these enforcement activities is designed to drive the preferred behavior and activity.
One of the most effective enforcement methods is “visible data.” People are perfectly comfortable working at their own pace, and in their own way, until their activities and performance become visible to others and can be compared by others. This visible comparison breeds a sense of competition and pride, if not just a need to protect yourself.
CRM Monitoring and Enforcement
A CRM provides some tools to build this type of competition, which drives adoption and breeds preferred behavior. Those tools include:
This free module in Microsoft Dynamics CRM provides a wealth of information on who, what, where, and when the CRM is used.
It is easy to understand how much time users are spending in the CRM, when they are using it, and what activities are performed. Using this data in summary or detail on a dashboard or display monitor is helpful to drive CRM usage.
Dynamics CRM also provides powerful tools to collect performance metrics based on activities and goals.
Using these dashboards to compare performance across teams, departments, offices, and sites can build a spirit of competition. Using this information for weekly, monthly, and annual performance reviews is key to driving usage.
Gamification is a free module for Dynamics CRM that’s designed to make CRM usage FUN!
Using CRM KPI performance metrics, users play a game to drive a desired goal or goals. This module easily builds competition across organizations and similar teams or groups. Game performance (user performance) is frequently shown on a video display so the current “score” is always in mind.
Beyond visible data, another enforcement method is to integrate CRM data and performance metrics directly into performance reviews, and job descriptions. Making CRM data entry an expected and required part of a given job and holding users accountable for using your CRM in a defined way is critical to enforcement.
Here are three examples of where CRM KPI performance metrics can be used in reviews to enforce proper behavior:
1. Monthly Sales Review
For each role, create a KPI metric for activities (example: five appointments per month, 10 phone calls per day) and create KPI sales goals by period.
Using activity reports and sales KPI performance reports for sales representatives: review the performance KPIs of sales versus budget (goal) and compare activities KPIs to a role standard. If performance is low, indicate this in the performance review data so it is visible – month to month.
2. Weekly Customer Account Review
For each role, create KPI metrics for activities (example: calls per hour, completed cases per day).
Using activity reports and KPI performance reports, review account management with each customer service representative in terms of service level, data accuracy, open and closed documents, and customer satisfaction. Compare performance with established goals so the user clearly understands what behavior is expected.
3. Annual Performance Review
Create KPI performance metrics for established budgets and/or goals.
These metrics can be spread across activities, leads, cases, opportunities, orders, and surveys. A rich blend of data is available using not only standard CRM data but also Organizational Insights.
Include these budget-to-actual statistics in the annual performance review and take corrective action where needed. Monthly reviews with goals will help guide user behavior but corrective action should be an option at year-end so the outcome is always understood.
Making CRM monitoring and enforcement data a part of the established business process will not only drive expected activities but also performance measurement provides much needed measurement and visibility into performance and adoption.
Keep in mind CRM usage spans across all levels of the business. Its importance cannot be ignored, and CRM usage must be visible and measured.