Adoption Starts With Understanding Who Isn't Accessing CRM
The title is pretty obvious, if your users aren't even accessing CRM then you clearly have an adoption issue!
If you want to understand how to produce a compelling User Access Report for Microsoft Dynamics 365 CE (CRM) then carry on reading and watch the video link at the bottom of this article on how I produce this one slide which can be used in your Management Reporting Pack and which a lot of our larger customers are loving having this information at their disposal.
For those that work with implementing CRM systems within organizations, getting users to adopt your system is not an easy feat. You can design the best CRM system to manage and support your processes and it can have all whistles and bells to help users with access and ease of input of data (how many times have you heard "If they can access it on their phones then people will use it" ……. Seriously!!).
You can also have the best training program and change management methodology in place and have senior buy-in who have communicated out to the business "that CRM is not optional", "these are the benefits" and we must use it to track our Accounts, Contacts, Activities and manage our Opportunities through our well defined Sales Process. But then what? The system has been live for a few months (or years in many cases) and we can see that some people are using the system which is great!!!
Do we have adoption? No.
You are not getting the full potential until everyone is using the system, who needs to be, to track the information which the business needs to see if it is anywhere near meeting its business outcomes that the leadership team set out right at the beginning before even embarking on their CRM journey.
How can I track who is adopting CRM? How can I track who has accessed CRM? Which areas of the business are using CRM well and which areas are not? How can I understand who needs additional support or training because they are potentially struggling or not understanding the importance of why we need to do certain things in our system? Who is constantly offending and not even accessing the system on a monthly basis, never mind daily or weekly? If I can have this intelligence at my disposal, then perhaps I would know who I need to speak to or at least have a conversation with someone to understand "why are you not accessing CRM", "how can we help you", "these people on your team seem to be struggling, what should we do to support them"?
People need the facts before they can offer assistance.
We constantly work with customers to help them get to the Adoption stage on their CRM journey (this isn't the end stage by the way, its “good” but could be “great”). Funnily enough 100% adoption doesn't happen in the first month of go-live for the vast majority of our customers (or ever reading some other peoples blogs or posts). But for those who succeed with CRM and once we have adoption, we can then look at how we can start making people more efficient in what they do and look at ways to save them time in administrative tasks so they can actually do what they have been paid to do "sell more" or whatever their job is.
In the first few months I focus heavily on:
- What does your training program look like? Does it incorporate the "why" and not just the "how". Has everyone been trained on the basics to be compliant? Did we set homework for them to go into the system and do something following the training. If so, brilliant, lets now move to step 2
- Who has accessed CRM in month two or three? There is no point checking in month one because in theory everyone should have accessed after the training to do their homework (check that your accounts are correct, add any missing contacts, make sure your opportunities are in the system and up to date etc etc).
- Now that everyone is accessing CRM! Yay! Now let us look at the data and see what insight we are getting from that. There is not much point doing this until point 1 and 2 are complete. This is also the stage where you can identify if you have true adoption or not when you look at the data that is being entered and the insights that it is providing. For example, is this person awesome at their job or are they only putting in their opportunities which they have already won because there are no lost opportunities currently, are people really using our sales process and what is that telling us, wow this person seems to close an opportunity as won in less than a week every time etc etc.
But, how can you carry out step 2 above effectively? If you are not already using Organizational Insights in your D365 Online environment then you should be! Learn more about Organizational Insights here.
We educate our customers to monitor user access through the Organizational Insights App, however that only tells you who has accessed. Now if you only have a small amount of users then you can pretty much eyeball who isn't on the list. However if you have a larger amount of users then it’s a little bit more tricky or time consuming. Now there may be reports already available out there to help me to understand who hasn't accessed Dynamics 365 CE (CRM) and if there are then please feel free to share. But in the meantime I regularly produced a report and one slider which I then shared with my customers every month, they also took that and made it available to the leadership team and management, or in their internal sales pipeline review meetings.
This user access report can be fairly brutal, it may also break regulations in certain countries who say you are not allowed to monitor user performance (yes, there are some countries out there who would reject this information being available and used), but it is at your discretion how you wish to use this information and broadcast it within your organization.
Watch the video I produced initially for our customers below (link also here), which I have now made available to the general public, which shows you the steps and tools I go through to understand “who has” or more importantly “who hasn’t” accessed CRM in the last 30 days (which used to be 90 days, but thanks to GDPR the Organizational Insights data is only allowed to be stored for 30 days). Hope you find it useful and if you have any feedback or suggestions then please feel free to share.