Don’t Get Stuck in the Mud: 4 Fundamentals of Driving Adoption
- Chris Fellows
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Nothing is worse then putting in blood, sweat and tears to your new Salesforce instance, only to see users and/or management not use it. The statistics are even disheartening: 70 percent of change programs fail to achieve their goals.
You really don’t want to feel stuck in mud after so much good work.
The “Build It and They Will Come” mentality unfortunately does not work.
So what does it take to ensure that your Salesforce baby is actually picked up and grows?
Change Management with a focus on 4 fundamentals of adoption
1. Communication and Setting Expectations
Your users are in the business of getting their work done. To drive adoption, you have to get in their heads and see the world from their mindset. However much you care about your new Salesforce project, they care about the success of their job much more!
Communicate early and often with your users. Conduct interviews to find out what they think makes them successful and unsuccessful. Do not rely on a single (or even few) business owners to translate for the users. It will pay to do end user interviews, record this data, filter it into key metrics and drive conclusions off of their words.
For rollout, communicate what they can expect and when, what the release will include and the roadmap for the future.
Provide a way for them to communicate with you. The more the lines of communication stay open, the more your Salesforce org will empower your users and drive adoption and success.
2. Stakeholder Engagement and Support
If you do not have strong executive management support for your Salesforce org, it will be very hard to grow its use within the company.
In physics, they say “an object in motion, stays in motion”. There is momentum to end user behavior. Changes require a break and redirection of user behavior. Without a clear message and vision from executive management, not every one will use Salesforce. And as soon as you have one person recording data outside of Salesforce, the data integrity of the system will be blown. There must be a mandate that everyone uses the system by a certain date.
But above all vision is key. Only executive management can clearly communicate vision. Vision inspires and sets users expectations for the their future. Make sure you and your management have a compelling vision for Salesforce and then communicate that as often as possible to inspire and engage.
3. Adoption Measures and Technology
Gamify your rollout so that everyone can see deal leaders and even shame those who haven’t logged in (really, it works!). Salesforce provides free Adoption Boards to help in this.
Sales or Service Managers can use this data to work with their direct reports to find gaps in adoption.
4. Training Strategy
Finally, a good training strategy will be key to driving adoption. Users should have to attend the training to get a login and the training should address how to accomplish all of the core tasks that a user does in a given day.
Identify and train success managers within different groups of users. Create a plan for how users can get questions answered quickly. No one likes waiting an entire day to find out how to do something critical to their job so make sure power users are highly accessible.
Good luck in your rollout and please leave comments with your own successes and failures in gaining adoption traction.