Now that the preparations for your Journey to CRM Success are complete (see complete series to this point), it is time to start thinking about the passengers – those who will be daily users of the system. Our discussion now covers the essentials of creating a successful user journey.
It can be tempting to work the preparation and development stages in the background with the intent of heading toward a grand unveiling of the new and wonderful system you have purchased.
This is not the optimal approach.
The users’ need to know what is coming, understand its value, and get comfortable with the impending change start well before the day they first log in to the new system.
Once in place, thorough testing, training, follow-up, and the need for ongoing support are critical drivers of the overall project success. A successful CRM initiative requires close attention to users and their usage patterns.
The following seven-step outline provides a useful overview of critical points along the journey for users.
1) Preview the System and Preparations
Giving users information about the selected system and why it is the solution of choice for your business while you are still working on preparation and development is a great way to help them acclimate to the idea that change is coming. Openly discussing the considerations and choices made through the selection process is one of the best ways to secure buy-in from team members at all levels. Sharing information about your preparation and implementation process will help them understand what is coming enabling them to begin to prepare mentally for the new system.
2) Demonstrate Ties to Daily Work
Users will always be concerned about how their regular tasks and workflows will be changed and how difficult it will be to make the transition. Spending time to demonstrate how tasks and workflows will be different – and better – before it is time to make the change gives them an opportunity to process the information and begin thinking through their personal transition.
3) Advantages to Users