For 12 years in a row, Salesforce has been a leader in Gartner’s Magic Quadrant for CRM, the largest software market segment today. That says a lot about how effective Salesforce has been for its 4 million users and hundreds of thousands of customers.
When implemented well, Salesforce can deliver a 30% increase in sales revenue and a 26% improvement in sales win rates.
More often than not, enterprises consider Salesforce deployment and rollout to be the most important success milestones. But, implementation success is never achieved until the end-users completely adopt Salesforce, integrating it into their workflows and processes.
Poor user adoption is a manifestation of typical employee resistance, which is a common feature of all change projects. Irrespective of why it occurs, poor end-user.
A digital approach can help enterprises complete Salesforce objectives faster than when taking the traditional route.
Digital adoption uses non-intrusive methods to continually train Salesforce end users while also providing just-in-time help that’s sensitive to their context within Salesforce.
Knowledge is always embedded within Salesforce, empowering end-users to learn in the flow of their work. Implementing a digital adoption approach kicks off the following process:
User Segmentation: Salesforce users can be easily segmented based on their job role, location, or department in order to deliver better-targeted training.
Onboarding: Based on their segment, end users can be easily boarded, walking them through the basic tasks they need to learn to start using Salesforce. Onboarding happens within Salesforce in real-time. Continuous
Training: End users can be continuously trained in the flow of their work. This helps them execute processes while learning and without having to spend time in a classroom.
Just-in-time Help: Contextual help is always available in-app within Salesforce, empowering users to instantly self-serve queries. Adoption can burden companies with many unforeseen costs.
Significance of Digital Adoption
Using the digital adoption approach for Salesforce can deliver multiple value propositions for enterprises.
Enterprises spend less on producing quality Salesforce training and measuring effectiveness. On the other hand, end-users adopt Salesforce faster and achieve higher productivity.
Broadly, the modern approach helps companies achieve faster payback and generate higher ROI on their Salesforce ownership cost.
Since digital adoption delivers embedded training and just-in-time help, enterprises realize the following benefits:
- Quicker payback times and higher ROI
- Inexpensive to create and deliver custom Salesforce training content for end-users
- Easier to gauge the effectiveness of training programs for Salesforce
- Simpler to update training content upon changes in the Salesforce instance and for release training
- End users learn how to use Salesforce in the flow of their own so they don’t have to spend time away to train
How to improve user adoption rates among Salesforce
Leverage knowledge by leveraging every customer contact. Use all the information about a customer that is maintained in your CRM solution to turn every contact into a sales opportunity.
Use the solution to determine up-sell opportunities for your existing customers by creating marketing campaigns based upon customer demographics, etc.
Salesforce has access to win/loss information, competitive information, etc. If all information about opportunities was input into the CRM solution, sales representatives could then use the solution to “coach” them through the sales process.
In addition, use the CRM solution to let your customer service organization know that you have an opportunity forecasted to close by automatically flagging the customer when the customer interacts with the call center. You can then be assured that all contacts with this customer are treated as a high priority.