Assistance with CRM training and coaching
Our client has more than thirty-five years of experience in the sale of technologies such as laser alignment, vibration and condition monitoring, as well as in complementary services, such as training, and calibrating conducted in their certified laboratory.
The company contacted Altimum for assistance with CRM training and coaching. Though they were already equipped with a CRM, they were not achieving expected results.
Altimum was given the mandate to rectify issues related to the CRM project.
CRM overall usage was neither consistent nor uniform. Departments and individuals continued to work in silos. The lack of standard processes and procedures produced a negative impact on the organization. Without reliable data it was impossible to use the CRM to make timely business decisions. It was also difficult for managers to track the evolution of sales opportunities or to measure performance. As a result, the CRM project’s ROI was very low.
An important part of the mandate was to assess the company’s CRM needs, to evaluate current CRM usage, and to understand the users’ mindset. The first phase of the action plan addressed the more technical and functional needs related to the software. The next phase tackled process standardization and best practices, followed by user adoption.
Software personalization to meet customer needs
Several meetings were held with the manager and users to determine which modules were required, and to personalize user-defined fields. The CRM was then reconfigured to meet the needs of the users and the organization. These gatherings also served to understand why user adoption was so low and to find solutions to increase rates.
At this point it was important to take a step back to mobilize users before relaunching CRM. A change management plan was rolled out to communicate the importance of this change for the users and for the organization, to mitigate risks, to assess coaching and training needs, and to celebrate wins along the way.
Coaching and training
The following elements were assessed as part of the change management process for all stakeholders:
• Awareness and understanding of the key reasons for the change
• Openness and desire to participate in the change
• Skills and knowledge about how to change
• Ability of the stakeholder to implement the change at the required performance level
A personalized training program was developed to meet the needs of each user. Individual and group coaching sessions were also used to further support users and to increase adoption rates.
The success of the CRM relaunch was in large part due to the commitment and involvement of the president. To this day, weekly meetings include a discussion about CRM usage, validation of results using CRM reports, and a check-in to assess how user perception is evolving. When users have questions or they experience a problem, Altimum is immediately contacted to avoid frustration.
After two months, the adoption rate climbed from 60% to 80%. After eight months the user adoption is 100%.
Reports and dashboards
Reports and dashboards were standardized for each job function. These provide essential information in real time and ensure timely decision-making.
Within three years the organization experienced an evolution with their customer relationships. As a trusted advisor, Altimum’s role grew to include strategy and technology for the whole of the organization.