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Using Gamification to Improve CRM Engagement

2137737248_318e717653_oEncouraging employees to adopt a new technology within any organization can be challenging. Significant time and money is invested into a Customer Relationship Management (CRM) system to be set up specifically to meet a company’s requirements. The CRM is a key sales tool for tracking potential and existing customers. It is crucial that data is entered accurately and in a timely manner in the CRM system. This data will be used in making key business decisions within the company.

 

An organization knows that in order to see the returns on their investment in a CRM system, a variety of measurements and ways to encourage and motivate the employees to use the system need to be in place. Some approaches to encourage and motivate an employee are more effective than others, but how is one supposed to choose which approach is the best.

CRMGamified has modernized an old approach by leveraging gamification mechanics and applying it to human behavior. Gamification is designed to overcome existing obstacles that prevent or hinder employees from adopting a new technology. It promotes human behaviors that will lead to increasing the quantity and quality of customer data.

Problem Statement

More than ever, companies are implementing CRM systems. The gathering of customer data can be a key deciding factor in a company’s initiatives and direction it takes in developing and selling its products. The data needs to be entered by employees who have customer facing roles accurately and in a timely manner.

Problems start when data is not being entered or it is not entered accurately. There are many reasons why a user does not enter the data. The following is a summary of some of the challenges a company has when trying to encourage an employee to adopt and use the CRM.

6914441342_775b4ab9a7_oData Entry

After a CRM system is implemented, data needs to be added to the system to create the reports required to facilitate decisions. If a user is asked to add data and they do not understand why this data is being entered or how it will be used to make corporate decisions, the data entry will get de-prioritized over other work that is perceived as more important.

Accuracy of the information

Data is being entered into the CRM system, but what is the quality of the data being inputted. Perhaps there is some uncertainty among the sales people as to the type of information that should be entered or the information is too general. When the time comes for a decision to be made about a customer, there may not be sufficient data to make an informed decision.

Lack of involvement of in the CRM project,

When the key users of the system are not involved in the initial stages of the CRM project, the CRM may not properly take into account the work processes in place. The CRM is supposed to facilitate work and decisions not hinder them. Certain decisions may have been made that the user may not understanding. The end result is resistance to using the CRM or feeling that the CRM creates more work for them by not incorporating their feedback into the project, a great way to get their buy in is from the start of the CRM implementation.

wipe-97583_960_720Regular cleanup of the data to remove redundancy

Poorly entered data could generate redundant data and create inaccuracies in the CRM reports. Data needs to be reviewed periodically to remove any redundant records. Regularly cleaning up the data ensures the quality of the data.

Training

Training is essential for the adoption of the CRM. If a user does not know how to use the CRM, the data will be entered incorrectly. Follow up training is necessary to cover any new or revised work processes. Users may feel attending the training not necessary and may want to focus their efforts on selling. This type of thinking impacts the quantity and quality of data.

There are many tactics that can be utilized to encourage and motivate employees to use a CRM system. This white paper explores the use of gamification as one tactic to motivate a user and improve the quality and quantity of data entry in a CRM system.”

The CRM Gamification Solution

iconFooterThe implementation of a recognition and reward system encourages and motivates employees to use the CRM system. Ultimately you want to reward and recognize desirable behaviors. Achievement and recognition are the top two motivation factors. These factors need to be in place for an employee to have satisfaction at work. The reward system can use points, badges, rankings, leaderboards, levels, missions, and real-time feedback to motivate and reward employees for their efforts.

What is Gamification

This is where the use of gamification tactics come in. Gamification is taking an activity that is perceived as dull and uninteresting and injecting some fun into it. Gamification uses game design techniques to motivate people to achieve their goals. It is about taking an application and applying game mechanics to make it engaging. It is used to reward users for their contributions.

Where to Apply Gamification in CRM

Gamification can be used to encourage behaviors that you want users to adopt. Include gamification in your sales methodology. For example, if a sales person makes a new contact, this person receives 1 point. Make a new contact in one of your target accounts, obtain 2 points. If a person makes x number of sales calls, this person receives three points.

Create some healthy competition by using a leaderboard. Post the names of sales people and their sales by highest sales first. The people with the lower sales numbers will want to catchup and even surpass the leader.

Create levels, for example Bronze, Silver, and Gold. Different rewards can be established at each level.

Why Gamification Works

Gamification works because it motivates employees to embrace CRM as a tool to facilitate their daily work. People like to play and compete in games. Gamification to CRM systems does just that. The more badges and points that a user has, this user is perceived as the guru of the CRM system. This user becomes the go-to person. Gamification creates that award system to recognize a person for their achievements

Having accurate data entered in a timely manner is crucial to a company’s CRM system. The CRM system is a key tool to facilitate decisions for customers. Without good data, effective decisions cannot be made.

Gamification is one tactic to ensuring that the necessary data is entered and is an effective means to motivate users by rewarding and encouraging specific behaviors to generate sales success.

Gamification takes advantage of human nature such as the desire to be acknowledged and rewarded for achievements. It plays on an individual’s competitive side by motivating them to try and be the best.

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Hurrah

Hurrah! and Motivation Engine are software programs to help sales managers effectively use gamification within their companies to encourage effective data entry and the best behaviors to achieve sales success.

For more information Contact Us

POOR ADOPTION & ENGAGEMENT WILL COST YOU

This is what’s been on my mind lately, as I speak with existing and potential clients about the issues they face getting employees to work in CRM.

 
1. Importance of an Adoption Plan
Along with an Implementation Plan, an Adoption Plan – that is a plan to make sure employees use what has been bought and paid for- is essential, no matter whether you are starting fresh or upgrading.  Many organizations simply put everything on hold while they focus on the upgrade process.  However, I’ve learned from highly productive Dynamic CRM clients, both plans should be crafted with End Users in mind.  By doing so, the project remains focused on how the CRM will support employees in their work and achieve overall company goals.  Many times we get lost in the “technology for technology’s sake” weeds.

If you look into the elements of a good Adoption Plan, you will read much about end user motivation and “What’s in it for me?”.  Explaining the Good News of CRM may not be enough and it is considered a best practice to explore and incorporate other motivations that may work within the culture of your organization.  Some motivations to consider as part of your Adoption Plan are:

 

• Appreciation from leadership
• Public Recognition before peers
• Rewards
• Peer pressure
• Competition
• Accountability

 

Finally, as with any plan, milestones, measurement and ability to adapt quickly will increase the chances of success.  Transparency and timeliness of data as spoken about by Satya Nadella at Convergence is everything.  Up to the minute reports – pictured below from CRMGamified’s Motivation Engine – easily accessed by all, will allow for decisions to be made immediately. Managers can see what is working, employees can see their progress and improve. Implementing an adoption plan with a motivation engine that measures and shares data as employees work in CRM should add to success for all!

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2.  More next time on Employee Engagement and what it means to the bottom line.  You may consider reading this NYTIMES article “When Employee Engagement turns into Employee Burnout”  about how high employee engagement, as it has been traditionally defined, is no longer sufficient to fuel the highest levels of performance

 

Debbie Rea

What do Sales Managers hope to find when implementing a CRM platform?

Implementing a CRM system in an organization has two clear purposes: One: increased actionable data, and Two: insight into successful business processes. With CRM, managers are able to measure and evaluate actions that take place in the sales process and then do something about those actions to increase sales and motivate key behaviors. Here are some changes Sales Managers hope to find when they implement a CRM System:

Stronger Alignment with overall Sales Strategy

When sales, marketing and customer service share a common CRM platform, Sales Managers hope they’ll speak the same language. Departments across the organization would be able to work towards the common sales goals. Having a common CRM platform should improve the successful cohesion between all these groups.

Improved Customer Interactions

Customers respond positively to a personalized experience. CRM platforms have to allow you to quickly find customer information, recall their needs and provide them excellent and efficient service. With improved customer interactions new and repeat sales become easier.

Fast Response to change because of actionable data

Sales Managers gain access to accurate and timely data, and can make changes quickly, except the data isn’t always uploaded correctly, CRM platforms must have an easy and friendly way to enter data, but that’s not always the case.

So, what next?

These purposes are not always easily achieved. Sales Managers face a big challenge when they don’t find or can’t get what they expected from their new implemented CRM platform.

So, how do they really get the most out of their CRM platform? Why are these goals not achieved? Usually Sales Managers come across a wall, and that’s the fact their team is not adapting to the system, it is not entering data regularly, still uses spreadsheets and therefore data in CRM is outdated, departments don’t seem to speak the same language as expected, repeat sales are still hard to achieve, and Managers are still wondering if their CRM platform will have a fast and effective ROI.

The answer is yes! it will. This is where gamification add-ons will help Sales Managers like you finally get the most out of your CRM. The simple fact of adding some Gamification key elements will radically change the way users see CRM, your team will not see it like something that is dull and, at an individual level, pointless, anymore. Rewards and recognition will be key at aligning the goals you have as a Sales Manager to the individual goals of team members and global goals of the organization.

With proper design, gamification can tackle business process challenges such as creating a culture of continuous improvement, sharing best practices and having process visibility. Furthermore, gamification provides continuous public measurements for process activities which in turn provides timely feedback for both employees and management. Last but not least, gamification can stand as a comprehensive strategy to achieve desired business outcomes.”

Debbie Rea, Global Account Manager from her Whitepaper Gamification for Executives, you can download it here.

The solutions we offer at CRMGamified: Hurrah! Leaderboard and our Motivation Engine will help you in applying these key elements from gamification to get what you expected from your CRM, increase and speed ROI and improve CRM user adoption:

  • Hurrah! delivers performance data in near real time and displays results in your preferred format: leaderboards, dashboards or dynamic values. You can choose to trigger key events and showcase them. More information on why others have chosen Hurrah! in our “Top 9 reasons to choose Hurrah! Leaderboard
  • Our Motivation Engine is an easy to install add-on designed especially for Microsoft Dynamics CRM, aimed at inspiring the key behaviors that drive more sales, generating actual business results, better CRM data quality and CRM user engagement. Learn more about CRMGamified Motivation Engine.

What challenges do you think Sales Managers face when adopting a CRM platform? Leave your comments below.

Meet us at Microsoft Worldwide Partner Conference 2015!

It’s already July! Microsoft’s WPC 2015 in Orlando is just around the corner, and we didn’t want to miss the opportunity to let you know we’ll be there slide!

Don’t miss this great event, peers and partners from all around the world; it offers great sessions, experiences of other partners, and more, learning while having fun! And if you are interested in learning how to increase user adoption by applying gamification tactics in your Microsoft Dynamics CRM with our Motivation Engine or Hurrah! it’s the perfect chance!

Hurrah! Leaderboard: our web application allows you to increase speed of sharing data, increase motivation, engagement, communication and recognition! If you want to know more check our Top 9 reasons for choosing Hurrah! Leaderboard.

CRMGamified Motivation engine: our Dynamics CRM Add-on drives sales, improves customer service, and more!  Learn more about our Motivation Engine here!

Click here to learn more about Microsoft WPC, sessions, events, registration and more!
Contact us and let’s meet up!

 

 

10 deadly sins in CRM User Adoption

Hello Everybody!

Today we have a very interesting blog post published by the MVP behind CRMGamified® Pablo Peralta in which he explains the importance of User Adoption for CRM. The original piece is in Spanish, but we’d like to share an outline of the key concepts with you.

Pablo’s article is entitled 10 deadly sins in CRM User Adoption. Frightening, isn’t it? Well, let’s take a look at the sin list:

1. Believing that a “blessing” from upper management is enough to get users engaged in CRM.

Sure we need managers to be on board with our CRM program but this is a necessary condition, not a sufficient one.

2. Having a Do-It-Yourself approach and only reveal the final stages of the project to end users.

The real problem here is the lack of feedback. You are building the CRM for them, you need to take their opinions into account. Use prototypes, pre-releases, demos. Make sure they know what to expect.

3. Entering too slowly into the system.

Of course, implementation needs to be gradual, but keep in mind that it shouldn’t be too slow that users feel the CRM is a mere option. You need to prevent them from getting the idea that CRM is just a side dish in their day to day work.

Once the system is in place, you need to push it whenever you can to promote a change in users’ behavior. Pablo’s post explains that this recommendation was inspired by fellow CRM MVP Gus Gonzalez, who advises to always answer with “it’s in the CRM” to any question related to a case, an opportunity, etc – thus forcing users to rely on the system instead of spreadsheets, emails, notes, etc.

4. Blaming the software for lack of adoption.

No doubt about it. Either if you use Microsoft® Dynamics CRM, or Salesforce, both are tightly integrated with the office productivity tools. Both are powerful tools and market leaders, that consistently stands out as the CRM solution of choice. There’s a very high chance that the tool is not the problem. If you feel that adoption is low because the software is not friendly enough… well, you are probably doing something wrong.

5. Choosing the wrong Power Users.

Selecting your power users by their time availability and willingness seems natural but it’s often a big mistake.

It’s a decision that looks good on paper, but think about it for a second: what can you tell about users that are willing to try new stuff and have the time for it? They are usually the newcomers. Young people that may not have enough experience in the industry and, most importantly, don’t have the trust of veteran employees yet. Choosing them as your power users will probably create a much higher resistance to change.

You need to select power users that are deeply involved in the company’s processes, especially in their particular area or department. However, you need to avoid having only one power user per area. You need to have more than one point of view.

6.Dumping duplicated or dirty data.

Data migration from other systems and databases may need to be considered a subproject in itself. Data cleaning and redundancy elimination needs to be carefully implemented in order to have usable valuable information in the CRM.

7. Keeping the CRM isolated from other systems in the organization.

There are organizations in which is possible to run CRM as an independent isolated system (for CRM User Adoptiona while at least), but that’s often not the case for large organizations, especially if you want to increase user adoption.

 

 

 

 

8. Underestimating training.

Dynamics CRM or Salesforce may seem intuitive enough to any office user, but don’t let that make you assume training is not important. In order to encourage user adoption it’s very important to make them feel confident in the system. You need to allocate time for trainings, if only to make your users feel they invested time and resources in learning something new.

9. Failing to communicate the value of on-going maintenance to organizations.

As consultants our job is not over the minute we implement the system. On the contrary, that’s when the REAL challenge begins and it’s one in which our clients are going to need our help as much as when they first contacted us . If they don’t see the importance of maintenance that’s probably our fault for not making it clear.

We need to have a previous agreement for the maintenance of the project for at least one year. Optimization is key in every CRM. It will not be truly “complete” until it is put to the test of time and use.

10. Failing to measure user adoption and not rewarding achievements.

We need to be able to measure. Always. Everything we do to perfect the system needs to be based on data. How many of them are using it? How are they using it? Which issues are causing them troubles? The answers to these questions are essential if we want to answer the even more important questions: What changes do we need to apply? How do we get them to use it? How do we keep them engaged?

Of course, we don’t need to tell you how we solved that problem here at CRMGamified, right?

You probably know already tCRM User Adoptionhat we came up with a couple of solutions that encourages user adoption by making CRM fun, and engaging!  

Our Hurrah! Leaderboards broadcasts live data right from your CRM of choice into a TV placed in the war room, just like an ESPN for Sales, helping to inspire and motivate everyone in the team!

And our Motivation Engine, is a CRM gamification solution designed exclusively for Microsoft® Dynamics CRM to make usage of the tool a complete joy. 

 

We are not going to bore you with all the details in this article (especially since we told you all about CRM adoption before) but feel free to check us out and try it here for FREE!

As always, we welcome your feedback. If you can read Spanish, feel free to check the original article by Pablo Peralta here.