Social engineering, the practice of psychologically manipulating people
Whenever you choose to leverage the power of technology to increase business opportunities, there will always be some level of rebellion from the people who can benefit most from those tools. Adoption of techniques and technologies can prevent you or your business from succeeding, but forcing employees into adoption isn’t always the answer.
Fortunately, ThinkSmart made a name for itself by helping businesses just like yours convert even the most stubborn rebel into Salesforce users.
When it comes to adoption, there are critical behaviors you need to consider. With Salesforce.com you can address those critical behaviors more directly, including accessing reports that help you discover who is succeeding and who needs improvement. Adding ThinkSmart to your Salesforce.com account can help you improve results across your business, including adoption of your tools, using tried and true motivation techniques.
So, how do you know if your users are getting the most out of your chosen CRM? Tracking user logins is a good start, but that won’t tell the whole story or help you figure out who needs extra help getting on track.
A better strategy is to develop a list of easily tracked metrics, or key performance indicators (KPIs). Three obvious metrics for measuring user adoption include Usage, Data Quality, and Business Performance.
Usage Is The Common Language
Login rates can tell you how often an employee logs in, but it doesn’t tell you if those logins are from users who are actively using and leveraging the power of your CRM. Are they entering data, creating new contacts, updating opportunities, and fully taking advantage of the CRM in their day to day roles within the organization?
Some important metrics you can track include leads, opportunities, and contacts created… but also activities completed within their role over a period of time. You can also measure which activities have been neglected, which is a better indicator of how well the user is adopting Salesforce.com in their organizational role.
Data is Power
The quality of your data is a valuable way of discovering which users truly understand how to work within Salesforce.com and will help you better allocate resources to helping users that need it most. Empty fields or incorrectly populated fields will retard adoption, so designing a protocol that ensures all fields are filled out and filled out accurately will improve user confidence while increasing the value of your data.
Some important metrics you can track include opportunities with an updated close date, lead rating on active leads, and accounts with all critical fields populated.
Business is Booming
Perhaps the easiest way to measure adoption rates is in business performance. If your users have adopted the application and are using it in a way that enhances business effectiveness, you’ll see your business succeed and grow. Tracking calls and measuring the types of calls and the level that those calls result in a closed deal is a better way to gauge effectiveness than simply counting the number of calls received and processed. This is an important metric because it can help you find patterns or pinpoint trends to exploit to further increase business opportunities.
Connecting the Dots of Salesforce Adoption
So how can ThinkSmart help you reach for a higher adoption rate of Salesforce.com? You could create more required fields but that will discourage people from entering all their leads or they will be forced to enter pretend placeholder data to save a record. Instead, let’s create a campaign in ThinkSmart which leverages the power of Salesforce to provide instant recognition for the right behavior.
In the leads object create a new formula field named “Lead Completeness”. This formula will track the number of fields you wish each salesperson to fill in with data. When they have entered data in every field they’ll see a score of 100%.
The formula looks like this:
- IF ( FirstName = “”, 0, 1 ) +
- IF ( LastName = “”, 0, 1 ) +
- IF ( Company = “”, 0, 1 ) +
- IF ( Title = “”, 0, 1 ) +
- IF ( Phone = “”, 0, 1 ) +
- IF ( Email = “”, 0, 1 ) +
- IF ( Street = “”, 0, 1 ) +
- IF ( City = “”, 0, 1 ) +
- IF ( State = “”, 0, 1 ) +
- IF ( PostalCode = “”, 0, 1 ) +
- IF ( Website = “”, 0, 1 ) +
- ) * ( ( 100/11 ) * 0.01 )
In this example the salesperson receives a score of 100% when they have data in 11 fields.
In ThinkSmart we’ll launch an incentive rule which awards 10 points for every lead which has a score of 100%. We could also add a data qualify filter to our rule which requires the lead age to be less than three days old.
What happens next? Every time a salesperson works on a lead they will clearly see in the lead what information is missing. The Lead Completeness score nudges them to reach a score of 100%. When they reach 100% ThinkSmart instantly sends an alert congratulating them for updating their lead and adds 10 points to their score.
What can they do with their points? Points can increase their ranking in a leaderboard for good quality bragging rights. Or the points could be redeemed in the reward catalog for the gift card of their choice. We provide the tools, the strategy is up to you!
Salesforce Adoption: Task Completed!
Convincing your staff to use the tools provided and to use them correctly could be the difference between success and failure. Thankfully ThinkSmart was developed from the ground up to work within Salesforce.com and provide a number of tools and techniques that take the guesswork out of Salesforce adoption. Want to learn how ThinkSmart can not only improve adoption, but boost sales performance, improve cybersecurity awareness, and motivate your employees? Contact us for a free demonstration of our powerful Salesforce.com app today!