Six ways to check whether your CRM project will sink or swim
11 Sep 2020by Heather Black
Guest contributor Heather Black applies the Logical Levels NLP framework to assess whether charity CRM projects will succeed or fail
Heather Black is an International Salesforce Coach and Trainer and champions the use of coaching techniques to create successful Salesforce CRM projects.
Adopting a new CRM platform is a big undertaking for any charity. For smaller organisations in particular, it may represent a substantial outlay. Which is why charity professionals need to do everything possible to make the project a success.
There are a number of steps you can take to give yourself the best possible chance of maximising user adoption of CRM projects. These include improving your understanding of behaviours, communication and individuals.
The Logical Levels NLP tool provides a good framework for assessing the viability of any CRM project. This framework offers a structure for organising your thinking, information gathering, and communication. It’s all about understanding what makes people tick.
The Logical Levels Model provides a great exercise to assess the reality of any situation( be it an individual, organisation or project) from 6 different perspectives to identify where problems might arise.
It comprises 6 levels:
- Values & Beliefs
Let’s take a look at how the model can help you assess why a CRM solution didn’t get adopted or to flag where risks might lie at during your new implementation project.
We work through the Logical Levels from the ground up. Here are some example questions to ask yourself:
- Do the team have the necessary equipment, internet access and technology infrastructure to use the CRM as they need to?
- For example, if they spend time out of the office can they input or access the necessary information easily via their phone or table? Has mobile been set up to work for them?
- This is about the activities that people do and whether the CRM has been aligned to enhance and help them deliver their activities in an improved way.
- If you have mapped out, customised, and improved their processes using the CRM and believe it’s adding value, then you are onto to a winner.
- If people have been spoon-fed an out of the box solution that doesn’t align with their day to day activities, then it’s likely to fail.
- Do staff know how to use the CRM?
- Have they been given adequate training to know how to use the system to deliver in their job role?
- How confident are they?
- Are they using it in the right way?
- Do they know its potential and how to feedback on additional requests?
Values & Beliefs
- Do the users know why they are using the CRM?
- Do they see, believe, and understand the benefits for themself, their team, and their organisation?
- Are they aligned with the values and the overall vision of success?
- What are people’s perception of the CRM system as a tool?
- Do they see the CRM as the living beating heart of the organisation that enables everything to function, or do they see it as an extra admin activity that they need to do every day?
- Some organisation even give their CRM a name to strengthen its importance and role in the organisation.
- How do people identify with the CRM?
- Does the company consider itself to be a leader in the digital transformation space?
- Do they strive to evaluate and showcase their digital success?
- Do they see themselves as a trailblazer, customer success story and part of an eco-system that is reaping rewards from being innovative, forward-thinking and customer-focused?
By applying this framework, charities can assess whether or not their CRM projects are set up to succeed, and to bring things in line with principles of behaviours, communication and individual responsibility.
For more top tips and advice join the free Charities Going Digital Summit starting on the 21st Sept with a great line up of expert speakers, tools and templates.
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