To change the culture and achieve the required ROI you will need to continue investing in ‘momentum initiatives’
A very interesting article from Tom Brewer at LeasePlan. We're delighted to have been a part of this fantastic and very successful CRM project! You can read the full article here on LinkedIn.
Tom writes "The pace of technological change is such that techniques, tactics and new best practice are emerging constantly. In my organisation we are currently use gamification applications to deliver behavioural change among system users (see Figure 1.0 below). Future research in to the effectiveness of these applications will be valuable, as will the reaction to the use of them by system users. My advice; don’t be fooled in to thinking your team is using your CRM application just because they are logged in everyday, to change the culture and achieve the required ROI you will need to continue investing in ‘momentum initiatives’"."
The diagram above shows how prior to the introduction of SuMo to motivate user behaviours (the section titled "Before Salesforce Gamification") , it simply wasn't possible to record or track user engagement levels with key CRM behaviours (e.g. Client Meetings, Opportunity Creation, Account Planning, Sales Collaboration).
An initial period of running SuMo in baseline mode, where user behaviour is recorded in the background with no SuMo user interface visible to the users (the section titled "Baseline Period") shows there is limited engagement with these key behaviours.
The period when the SuMo application was launched to users (the section titled "With Gamification") shows a marked acceleration of engagement with best practice behaviours (e.g. Client Meetings, Opportunity Creation, Account Planning, Sales Collaboration), demonstrating the value of deploying SuMo to maintain user engagement momentum.
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