Today's blog post was written by Kristie Reid, VP of Consulting at Sonoma Partners.
We recently hosted our third annual CRUSH event for professionals in the professional services industry to come together, share best practices, and gather ideas for improving the usage of CRM in their organizations. My favorite session was led by our very own Jim Steger and Ariel Upton where they discussed the different expectations of the Gen X versus Millennials. This discussion sparked a few ah-ha moments for me to keep in mind when designing CRM systems including:
- Gen-X wants to have access to the information they want when they need it.
- Millennials expect transparency and need to understand how they are adding value.
So how do you take different wants and needs that you will get across your CRM user base and merge them into your CRM system to ensure a successful deployment?
The simple answer is to get them involved with your CRM program. Their involvement could range from participating in interviews during requirements gathering sessions, having them participate in your CRM Steering Committee, or having them act as your CRM Champions. In other words, make sure you focus on them as part of your Change Management strategy. But remember, that strategy cannot just focus on the executives and management for approval (typically your Gen-Xers). You must also identify what your user base wants and needs (and who better to target than the Millennials who are quickly becoming your largest audience).
Some things to ask understand from these different groups include:
- What types of actions do you need to take on your mobile device?
- What type of information are you expecting to see from your CRM system?
- What is the best way to communicate upcoming changes with the system?
- How do you learn new technology?
- What don’t you have today which would make CRM a no-brainer to use if there?
The answer to these questions can help drive how you communicate, train, and prioritize your CRM program rollout and ongoing enhancements.
Does getting people from your organization from all generations still feel like an overwhelming task, don’t hesitate to ask for help!