From 2011 OOW. Maximizing CRM ROI Through Effective User Adoption Strategies

1. Maximizing CRM ROI through Effective
Presenting with
User Adoption Strategies
Tony Berk, Oracle, Director, CRM Product Marketing
Adriana Vazquez, Diversey, Sr. Manager IT & Business Transformation Leader
Manish Mallikarjuna, Fidelity Investments, VP, CRM Strategy
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3. Latin America 2011
December 6–8, 2011
Tokyo 2012
April 4–6, 2012
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4. Oracle OpenWorld Bookstore
• Visit the Oracle OpenWorld Bookstore for a fabulous
selection of books on many of the conference topics
and more!
• Bookstore located at Moscone West, Level 2
• All Books at 20% Discount
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5. Program Agenda
• Introduction
• Why are we here?
• Case Study: Adriana Vazquez, Diversey
• Case Study: Manish Mallikarjuna, Fidelity
• Summary
• Q&A
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6. Why Are We Here?
CRM Failure Rate
100
80
60
40
50%
20
0
2001 2011
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7. Why Are We Here?
CRM Failure Rate
100 Technology
Deployment Options
80
Expert Analysis
60 Experience
40
50%
20
0
2001 2011
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8. Why Are We Here?
CRM Failure Rate
100 Technology
Deployment Options
80
Expert Analysis
60 Experience
40
50% 47%
20
0
2001 2011
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9. Key Success Factors for Software Implementations
• Establish measurable business objectives
• Align business and IT organizations
• Ensure organizational readiness and ability to sustain change
• Obtain and sustain executive sponsorship
• Standardization and unification of corporate business processes
• Use certified, experienced consultants
• Ensure active user involvement
• Use a phased rollout schedule
• Deliver strong end-user training and help desk support
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10. What is User Adoption
• Good Adoption v. Bad Adoption
• Company defined
• Measurement is key
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11. Definition
User Adoption
is achieved when ALL users:
• Understand the business purpose and expectations for using CRM
• Demonstrate the necessary behavioral and technological competencies
necessary to meet the usage expectations for their role
• Achieve the business objectives associated with the use of CRM
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12. Diversey´s Focus on
Oracle CRM On Demand
Adriana Vazquez
Sr. Manager IT & Business Transformation Leader
Diversey.Inc
October 2011

13. Diversey, Inc.- Company Introduction
Diversey is a leading global provider of cleaning and hygiene solutions, serving
customers in the lodging, retail, food service, health care and food and beverage
sectors, as well as building service contractors. Our products and solutions, sold
in 165 countries, make food, drink and facilities safer, more hygienic and more
sustainable.
We deliver superior products and solutions and differentiated service by
focusing on three core areas:
· Customer Partnership
· Best-in-Class Innovation
· Leadership in Sustainability
We are pioneers of the commercial cleaning, sanitation and hygiene industry,
with more than a century of leadership. Today, we continue to build on this
heritage as we provide a cleaner, healthier future for the world.

14. Why Oracle CRM On Demand?
 Older CRM approach was not adding any value to sales force just
additional work
 We operate in many countries and sales processes were not
harmonized
 70 % of time our sales force is away from their desk and using
VPN was not convenient
 Diversey has embraced cloud computing strategy, most of our
new solutions are cloud based
 Diversey has a strong partnership with Oracle
 Oracle CRM On Demand provided very strong strategic match

15. Why Oracle CRM On Demand?
Oracle products we use:
Oracle JDEdwards
Oracle Agile PLM
Oracle Peoplesoft HCM
Oracle Fusion Middleware & SOA framework
Oracle Hyperion
- Oracle HFM (Hyperion Financial Management)
- Oracle FDM (Financial Data Management)
- Planning
Oracle Database
Oracle Identity Management
Oracle CRM On Demand
Oracle Contact Center On Demand
Oracle Business Intelligence Enterprise Edition

16. Why Oracle CRM on Demand?
We compared Oracle CRM On Demand with:
• Salesforce.com
• Siebel On Premise (Cost to upgrade)
• SAP CRM
Functionality was similar
Cost structure was different

17. Why Oracle CRM on Demand?
Multi Tenant x Single Tenant Decision:
• We started with a multi tenant approach (2008-2011)
• We have moved recently to single tenant (May 2011)
- Higher user base
- Ensure good performance

18. Our Implementation Approach
´Crawl, Walk, Run´
Partner Mgmt
Run Email Campaign Execution
Pipeline Analysis
Mobile Device Enablement
Walk Phone based relationship management
Sales Productivity
Account Management
Crawl Lead Management Contact Management
Service Requests
Opportunity mgmt
2009 2010 2011
We use a crawl, walk ,run approach
We will align and design globally and implement regionally
So far: 2000 users, 28 countries across the world

19. Our Implementation Approach Roadmap

20. Realized Benefits
 Sales Processes – Globally aligned
 Repository of information easily accessed and updated 24x7
 Better visibility into accounts, activities and sales pipeline
 Great Utilization – 90% +
 Cost Reduction
We see value and real business results

21. Oracle CRM On Demand Governance
 Engaged and Active Governance Model Supporting 2000 Users
 CRM Google Site Active and Live with all Global Governance Documents
 Global Data Dictionary- standard and customizable objects and fields
 Role Definitions
 Process Maps for Support Change Requests
 RACI Chart for Business Activities vs IT Activities
 Weekly Meeting with Global Business Administrators to discuss
 Compliance
 Change Requests/Customization (no one is allowed to move items to
Production until approved through process)
 Defects or Performance Issues

22. The Learning Curve
Successes
• Truly “global” tool
• Quick buy-in from the business areas
• Regions are quickly and cost effectively utilizing CRM On Demand
• Business Administrators are adopting to Governance Model and viewing this as a more
flexible tool
Lessons Learned
• Difficult to make decisions on global processes
• CRM On Demand platform SaaS model is new
• Governance Maturity
• Global Support Coverage
CRM On Demand is a global tool in the organization

23. Contact
Adriana Vazquez
Sr. Manager IT & Business Transformation Leader
Phone +34 669 849 622
E-mail: adriana.vazquez@diversey.com
Linkedin: Adriana Vazquez-Estevez

24. CRM Capabilities Adoption and Usage –
Best Practices to Achieve User and Business Value
Oct 2011
Manish Mallikarjuna
Vice President, Cross-Channel CRM Strategy
Personal & Workplace Investing
Fidelity Investments

25. Analyst research indicates low user adoption negatively impacts
business value more than other drivers of leakage
CRM Value to Sales Drivers of Value Leakage
Increase Revenue/Profit
• Lead follow-up
Focus of
• Win rate
Today’s
• Pipeline management Discussion
• Share of wallet
• Price realization
Reduce Cost
• Demand forecasting
• Automated sales activities
• Cost to serve
• Customer mix
Improve Customer Loyalty
• Rep‟s customer intimacy
• Anticipate customer needs
• Tailored solution
• 1:1 relationships Source: Corporate Executive Board
25

26. One way to drive user adoption of sales force automation or customer
relationship management tools is through Gamification
Gamification is the use of game
play mechanics for non-game
applications in order to encourage
people to adopt the applications
Source: Wikipedia
Achievement Badges
Leader Boards
Progress Bar
Source: Lauren Carlson, CRM Market Analyst, Software Advice
26

27. In my experience, best-in-class companies treat user adoption as an
outcome of ongoing actions and not just training
Successful
Program
Launch &
Governance
Voice of the
Continuous
User &
Improvement
Process/
Innovation &
Functional
Investments
Owners
Best Practices
Framework for
Driving
CRM Adoption
& Usage Change
Tool Usage
Readiness &
& Adoption
Transition
Management
Support
Post-Launch
& Ongoing
Support
27

28. 1) Successful Program Launch & Governance
2) Voice of the User & Process/ Functional Owners
• Identify the right champions & gain multi-year support • Create a successful pilot in a focused area to prove the
merit of CRM opportunity
• Build a talented core team
• Brand the program and craft a credible story that will
• Establish cross-functional governance
drive people in their journey
• Design for valuable cross-channel customer • Partner with users at all stages to build a CRM solution
interactions & scenarios valuable to them
• Partner with business strategists/ thought leaders to • Adopt user-centered design techniques to understand
define the future unarticulated needs
28

29. 3) Change Readiness & Transition Support
4) Post-Launch & Ongoing Support
• Develop a change management plan for rapid adoption • Develop learning/readiness approaches keeping in
mind the adoption curve
• Equip executives/managers/ champions
• Leverage best practitioners for training & enlist them to
• Deliver communication through established channels
be evangelists
• Provide real-time assisted help to users • Help users with data migration & retire old tools
• Setup online help capabilities • Enforce data quality requirements of completeness,
accuracy, uniqueness, timeliness, etc.
• Conduct recurring training & coaching sessions
29

30. 5) Tool Usage & Adoption Management
6) Continuous Improvement Innovation & Investments
• Develop metrics & implement software • Implement user-focused value added features that will
create a „pull‟ towards the capabilities: bonus info,
• Introduce both financial and non-financial incentives
customer intelligence, quality leads, call prep content
• Penalize poor behavior through enforcement
• Leverage user surveys and feedback tools • Allocate post- release funding for user pain-points
• Use the user team/ field advisory council to help with • Staff appropriately for capability development vs.
prioritization roll-out
• Ensure continuity of multi-year funds
30

31. Conclusion
User Adoption is critical to achieving and Assess your adoption opportunities and apply
sustaining the planned benefits relevant adoption best practices continuously
Adoption Focus Areas During Program Launch &
Execution Phases
1. Successful Launch & Governance
2. Voice of the User & Process Owners
3. Change Readiness & Transition Support
Adoption Focus Areas During Post-Launch & Ongoing
Operations
4. Post-Launch & Ongoing Support
5. Tool Usage & Adoption Management
6. Continuous Innovation & Investments
31

32. Questions?
Contact Information
Manish Mallikarjuna
Vice President, Cross-Channel CRM Strategy
Personal & Workplace Investing
Fidelity Investments
Email: manish.mallikarjuna@fmr.com
Phone: 401-256-6359
32

33. Steps to Drive User Adoption
• Demonstrating “top down” support
• Involving users in your action planning
• Showing users WIFM (i.e. “what‟s in it for me”)
• Rewarding employees who adopt
• Performance managing those who do not adopt
• Training, education and support
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34. Warning: This is Not Easy
• Resistance needs to be actively managed
• Cascade communication is not always successful
• Don‟t make the users job more difficult
• Avoid conflicting objectives
• Identify common data quality issues
• Support desk skills and availability
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35. Q&A
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36. Maximize Your OpenWorld Experience
Key Oracle CRM Activities
• 25+ LIVE Demos: DEMOgrounds, Moscone West, Aisle 3800
• CRM Pavilion: Moscone West, Booth #3837
• Oracle CRM Lounge: Moscone West, 2nd Floor Foyer
– Monday-Wednesday, 10:00 am – 6:00 pm; Thursday, 9:00 am – 4:00 pm
• Meet the Experts: Applications Lounge, Moscone West 2nd Floor Foyer
– Oracle Fusion CRM: Thursday, 12:00 – 1:00 pm
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37. Top Upcoming CRM Sessions
ID Session Title Date/Time Location
18217 Oracle Fusion CRM Co-Existence with Existing Applications Wednesday, October 5 Moscone West
1:00 PM Room 3018
18243 Oracle CRM On Demand Deployment Best Practices Wednesday, October 5 Moscone West
4:45 PM Room 2005
18283 Attain Superior Sales Performance Through Oracle’s Insight Thursday, October 6 Inter-continental
Driven Sales Analytics 9:00 AM Grand Ballroom A
18213 Oracle Fusion CRM Implementation Answers to the Top 10 Thursday, October 6 Moscone West
Questions 10:30 AM Room 3002
18228 The Future of Customer Service & Support Thursday, October 6 Moscone West
12:00 PM Room 2003
18236 Drive User Adoption and Productivity Using CRM Within Thursday, October 6 Moscone West
Microsoft Outlook 1:30 PM Room 2010
18221 Never Upgrade Again with Siebel CRM Innovation Packs Thursday, October 6 Moscone West
3:00 PM Room 2003
08275 Fusion CRM at Apex IT Thursday, October 6 Inter-continental
3:00 PM Grand Ballroom A
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38. Stay Connected…
Read blogs.oracle.com/CRM
Watch youtube.com/OracleCRM
Follow twitter.com/OracleCRM
Join facebook.com/OracleCRM
Learn oracle.com/CRM
Use and Follow #OOW11CRM for LIVE UPDATES during the conference
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