Salesforce is a business tool with awesome features that can help your team sell more and complete projects more successfully. However, Salesforce can also be an expensive tool, especially if you’re paying but Users aren’t using! With average Salesforce pricing costing between $25 and $300 per User, if your Users are not fully utilizing your Salesforce instance, that monthly cost can add up quickly. There are many reasons as to why you may have resistance from Users to working with the platform or low Salesforce user adoption. However, there are many ways you can engage your team to start using Salesforce more and enjoy it more too.
Why Does User Adoption Even Matter?
User adoption is extremely important when it comes to using a business system, or in this case, Salesforce. You have low User adoption if many of your Users are using Salesforce incorrectly or even not at all. This can decrease productivity as you may have many configurations in place to make Salesforce help your employees or team be more productive, so if they aren’t using Salesforce, they aren’t taking advantage of this. Additionally, low User adoption can create inaccurate metrics within Salesforce. For example, if half of your team tracks their own deals in Excel or directly on their laptop, those numbers don’t reach Salesforce and aren’t tracked. If you ran a report to see how many deals or opportunities you had that year, you’d miss out on these deals. Finally, you or your company are paying a lot of money for Users to have access to Salesforce. If anything, low User adoption wastes money and prevents you from gaining the highest return you can from using Salesforce.
Why Users May Not Be Using Salesforce The Right Way
There are many reasons as to why your employees or team may not be using Salesforce often enough or in the right ways. If there isn’t enough training in place for new Users, resistance to change can be a large factor. Not only can new technology be frustrating, but Users may also feel that they’re spending too much time trying to figure out how to work the system and less time on meaningful activities like selling. Additionally, some Users may not be using Salesforce correctly and their actions could have negative impact they are unaware of. For example, something as simple as clicking a button too many times could result in the system not processing records correctly. But, how do you even know if Users are having trouble with Salesforce?
Root Causes: Are Your Users Having Trouble With Salesforce?
There are many ways you can check to see if your team is using Salesforce in the way that you want or need them to. First, you have to determine the metrics that matter to your team. Does success mean completing activities on time? Or having a high percentage of Opportunities in the Closed Won stage? Once you have determined metrics, you can create reports to get insight into User performance. Some possible Salesforce reports and metrics to use include:
- How many opportunities have users created in the last 30 days?
- How many activities did users complete in the last 30 days?
- What data have users created or updated in the last 30 days?
- What is the login rate over the last 7 days?
Another way to determine where Users may be having trouble with Salesforce are asking directly… through Salesforce! You can create Chatter Polls to get valuable User feedback. Polls are also anonymous, as in, you will be able to see how many people have answered them but not who has said what. This could be helpful so Users do not feel pressured that they will be judged based on their answers. There is also a Survey function new to the Spring ‘18 release that you can use to gather User feedback.
What You Can Do About It
Once you have established your measurable ways to indicate what successful User adoption is for your team, you can start taking actions to increase it. By determining what issues your Users are facing, you can then use some of the same tactics above to start to create documentation, trainings, and resources for Users to use to understand Salesforce better. For example, if you create a Poll asking Users what their biggest Salesforce pain point is, you can then target solving that problem with directed trainings. Additionally, you can even ask Users what they think an effective form of training is. Perhaps they would learn best from hands-on training or webinars, instead of documents. Finally, you can use the same metrics and reports above to track if your adoption strategies are working too. For example, if you use a login report to determine that Users are not physically using Salesforce enough, after training sessions, you can check back in to see if your login rate increases or stays the same, and hopefully has not decreased!
Awesome User Adoption Resources
User adoption strategies can be tough to implement. Luckily, there are some great resources for User adoption in Salesforce. Salesforce has a recommendation of best practices for driving end-user adoption that is worth checking out. Additionally, Salesforce also offers a suite of Salesforce Adoption Dashboards that are built to help you monitor your User adoption increasing efforts. After all, Salesforce wants your Users to use the program too!