Scaling your user base: The role of digital adoption in CRM projects
Scaling your user base without increasing your team size might not be as hard at it seems. In fact, digital adoption solutions are instrumental in helping CRM managers and partners drive value and scale user base growth without increasing team size.
CRM managers who employ digital adoption tools effectively experience an exponential upswing of growth in their user base.
According to Dan Madden, CRM Director at Ascensus, digital adoption is “Basically to leverage a process where users can learn new technologies (like software, products, apps, or websites) to its fullest potential to derive maximum value from a digital processor solution.”
Organizations recognize that the shift from on-prem to online is where the major innovations are coming.
Depending on the size of the team and capacity, implementing a digital adoption solution can be very big change management and training initiative for many organizations.
Here are 3 reasons CRM managers do not get the results they need:
- You don’t have adequate frontend learning and development resources
- You’re not embracing automated training
- Your digital adoption projects aren’t fully supported
Dan Madden, CRM Director at Ascensus
What is digital adoption?
Basically to leverage a process where users can learn new technologies (like software, products, apps, or websites) to its fullest potential to derive maximum value from a digital processor solution.
1: Inadequate frontend L&D resources
CRM managers and partners report that automation of training is key when frontend resources are lacking. Often, when shifting from on-prem to online, companies do not allocate the necessary support on the frontend.
It is common for CRM teams to take the lead on learning and development when enterprises lack of frontend support to follow through with L&D initiatives.
CRM teams need to find a way to do more with less and not just work hard, but work smarter, as CRM Director Dan Madden puts it.
The way many tackle the problem is with automation of training and onboarding. Enterprises employing digital adoption solutions to automate training can achieve exponential growth of their user base, commonly without increasing team size.
2: Not embracing automated training
Considered as a baseline for training to accelerate onboarding, automated training technology helps companies break down barriers to successful training plans.
Sometimes, it is not fully embraced because automating training can be a formidable challenge that companies need to overcome. Companies that fully embrace that capability are able to shift and flex with the changing workplace landscape and drive successful online initiatives.
With the right solution, CRM managers report that they can foster scalable user base expansion and growth, even through mergers and acquisitions.
Automated production of training materials allows enterprises to develop hundreds of training materials, all embedded within their own solution.
Companies can expect to be able to start get set up and creating training materials almost instantly. In fact, implementation of a digital adoption solution can begin with only a few people on a team creating training.
Often, the technology can be remotely embedded within an enterprise’s technology solution. These solutions offer training production in multiple formats like tutorials, exams, walk-throughs (and more) in many languages. The training materials produced are often suitable for individual and classroom-style training, ubiquitous and available 24/7.
With a digital adoption solution, brand new users, all the way up to seasoned CRMs can use and create training materials. Ease of creating successful training plans means that not only do learning and development departments use digital adoption solutions, it often spreads to use by other departments.
Image: Digital adoption solutions allow collaboration from stakeholders on training material creation.
3: Not fully supporting digital adoption projects
- When companies properly support digital adoption projects, they can reliably scale training.
For companies that do not have a massive team focused on training, focus on innovation is vital.
Dan Madden, CRM Director at Ascensus, reports that the team focuses on innovation up to 80% of the time, with the remainder of time spent on keeping the system going. For these kinds of innovation-based teams, it starts with the end user experience and dovetails directly into training.
Attention to a good user experience and focus on that has enables CRM teams to drive business results and value in the form of increased revenue, reduction of length of sales cycle, increases in win rates.
How to support your digital adoption projects
Get a seat at the table with the right people. Having the right executive leaders sponsoring your project means you are able to set projects in motion quickly. This is the approach that CRM managers use to get more attention and ultimately get more users in the long run.
Have the right digital adoption tools to help grow the user base. A tool that allows for user base growth without increasing team size it vital. Without the right digital adoption tool, it is not possible for small teams to focus enough time on innovation. This impact and limits the amount of innovation and business results they can drive.
A scalable solution makes it possible.
Service more users with the same team. When hard-working CRM teams are equipped with the tools they need to work smarter, it is possible for them to exponentially increase the users that they need service with no growth to the team size.
Get a seat at the table with the right people. Having the right executive leaders sponsoring your project means you are able to set projects in motion quickly. This is the approach that CRM managers use to get more attention and ultimately get more users in the long run.
Have the right digital adoption tools to help grow the user base. A tool that allows for user base growth without increasing team size it vital.
Without the right digital adoption tool, it is not possible for small teams to focus enough time on innovation. This impact and limits the amount of innovation and business results they can drive.
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