Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
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The document discusses the importance of adoption metrics in maximizing the value of Salesforce investments, emphasizing that adoption is more than just usage but a process of integrating technology into daily routines. It highlights key strategies for improving adoption, including effective communication and providing value to users, as well as essential metrics to measure user engagement. Lastly, it addresses reasons for CRM project failures and stresses the significance of understanding user adoption to enhance business performance.
Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
- 1. WELCOME!
- 2. SPEAKER 2 Antone (Tony) Kom Salesforce Adoption Metrics, Methods, and Motivation
- 3. ABOUT ME
- 5. What is adoption? Icon from www.freepik.com
- 6. “How should we define adoption?” “How are we going to track and measure adoption?” "How do we know the effects of our efforts to drive adoption?" Important Questions to Ask
- 7. What is adoption? Definition of “Adoption” “That users login and use Salesforce to perform work.” OR “That users login, use Salesforce to perform work which deliver the target outcomes, find Salesforce to be helpful for them to do their work, and actively provide feedback (new feature requests/bug reports) on the applications they work with”
- 8. Adoption is how fully utilized the system is and how much value the users get from it. What is adoption? Usage is how frequently or for what purposes the system is used. It is the gap between software usage vs. adoption that is potentially fatal for businesses. ROI on a company’s Salesforce investment depends on adoption. Adoption ≠ Usage
- 9. “Adoption is the state in which digital tools are being used as intended, and to their fullest extent.” - WalkMe “Adoption is the process of accepting, integrating and using technology.” - Lizz Hellinga, Dreamforce 2023 “Adoption is the journey in which a customer becomes a regular user of your product and makes it part of their life.” -UserPilot What is adoption?
- 10. Adoption is a process. Adoption is a journey. Adoption is something that you have to do all the time. What is adoption?
- 11. Technology Adoption Lifecycle (or users) Sources: https://en.wikipedia.org/wiki/Crossing_the_Chasm https://www.proserveit.com/blog/five-steps-successful-software- “Anyone with an innovation or new product should focus on one group of customers at a time, using each group as a base for marketing to the next group. The most difficult step is making the transition between visionaries (early adopters) and pragmatists (early majority) - this is known as ‘The Chasm’.” - Geoffrey A. Moore, author of “Crossing the Chasm”
- 12. Adoption is recognized as a leading indicator of business performance. Why is adoption so important? Business Performance Adoption ● Revenue growth ● Efficiency ○ Average Handle Time ○ SLA compliance ○ Customer Acquisition Cost ○ …. ● Customer satisfaction Typically measured by Salesforce Reports & Dashboards CRM Analytics BI tools / Finance systems
- 13. Why is adoption so important? “Lack of Adoption is a leading cause for most CRM project failures.” - CIO Review: https://www.cioreview.com/news/identifying-crucial-reasons-for-a-crm-project-failure Adoption insights are critical throughout a customer’s journey with Salesforce to maximize value from their investments. Why do CRM projects fail? ● Lack of a coherent CRM strategy ● Lack of attention to process ● Focusing on tech, rather than people ● Failure to adopt once implemented
- 14. Effective Methods Icon from www.freepik.com
- 15. Communicate and Market to your users Support your users Find and enable internal champions Provide training Listen to your users 5 Key Ways to Improve Adoption
- 16. Communicate early and often to keep users: Communication is Key Aware Interested Engaged Communication is the most important method for improving adoption.
- 17. ● Clear ● Consistent ● Relevant Communication Strategy ● Centralized ● Searchable ● Up-to-date
- 18. Engagement and Motivation Icon from www.freepik.com
- 19. Users will adopt software and tools once they start getting consistent value from them. Think about the whole adoption process, pain points, and where users struggle. Then carefully plan adoption activities best suited to help your users experience value. Value is the main driver of user adoption. Value Drives Adoption
- 20. ● Help Menu ● Learning Paths ● In-app Guidance ● Field-level Help Text ● Page-level Help Text Provide Context-Relevant Guidance ● Screen Flow Help Text ● Screen Flow Call Scripts
- 21. Provide users with a great user experience Give them a way to quickly and easily provide honest feedback Listen to feedback and act on it Empathise with your users Remove obstacles Reinforce value Listen to Your Users
- 22. Essential Metrics Icon from www.freepik.com
- 23. Why measure adoption? An adoption metric is a key performance indicator (KPI) that tells how well users successfully embrace and integrate a system, feature, or process into their routine. Measuring user adoption helps you understand product effectiveness and identify areas for improvement.
- 24. What should be measured? Key Adoption Metrics: ● Login counts ● Session Lengths ● Usage frequency ● Number of active users ● Customer satisfaction score
- 25. How can key metrics be measured? ● Standard Salesforce Reports / Dashboards ● User Feedback Surveys ● AppExchange Apps ● 3rd-party Monitoring Apps https://appexchange.salesforce.com/appxSearchKeywordResults?keywords=adoption
- 26. Quiz Time… Icon from www.freepik.com
- 27. Q: What is the term used to describe the gap between early adopters and early majority in the adoption lifecycle? A: “The Chasm” Q: What is the main driver of user adoption? A: Value Q: What is the most important method for improving adoption? A: Communication Were you paying attention? :)
- 28. THANK YOU!
Editor's Notes
- #6: Ask the audience
- #8: The way you define adoption will determine how you measure it.
- #9: A user opens Salesforce every single day and performs an essential task by running a report. Technically, the usage would be high. But is this realizing the full capabilities of Salesforce? Does this user’s daily usage really justify the cost of having Salesforce? The end user doesn’t monitor his own usage – he doesn’t care. But someone in the company cares!
- #12: Innovators Visionaries. Tech Enthusiasts. Always looking at new technology and how it can benefit them. Eager to improve things in the organization. Early Adopters Pragmatists. Want to try new software. Like innovators, are a driving force in influencing others in the organization to adopt the new software . Early Majority Practical approach to new software – waiting for others to vet it first. Need encouragement in using new software. “What’s in it for me?”, they want to know how this new software is going to improve their lives. Late Majority Need a big push to adopt new software. Only adopt when it becomes a major part of your business operations and can’t complete their daily work without it. Laggards Openly against changing their habits – set in their ways and uncomfortable using new tools. Use the old software as long as possible and prefer old, familiar technology. You’ll most likely need to force them to switch over to the new tools by eliminating that old technology altogether.
- #14: Enterprise IT projects, including Salesforce implementations, are notorious for their rate of project failure or lack of value realization. The topic of adoption has rarely been a part of Salesforce implementations that I’ve worked on in my 10+ years in the ecosystem.
- #16: Lunch and Learns Town Halls Training Sessions FAQs Cheat Sheets Swag giveaways Gather user feedback and act on it
- #18: The language you use is important - “Game changing” or “the new way of doing things” may scare some people and appeal to others. Instead you might say “this will simplify your process” or “this will make your job easier” Match the scale of the change Include the reason for the change (the WHY) Understand stakeholder communication preferences - you want them to know where to go to find what they need. Create a centralized place: Slack, Google Drive, Sharepoint, Confluence, Email, Salesforce Knowledge Sales may not care about updates that impact Service or Finance
- #22: Listen! Empathise with your colleagues and fully understand why the tool is preventing them from being as effective. Reinforce the value of these changes, and demonstrate why it’s beneficial for the business.