How to turn a Salesforce Detractor into a Salesforce Promotor
As Salesforce Admins we have a full appreciation of Salesforce and its capabilities. We see the merits of having it as part of our organizations and are active promoters of it. This is not always the case for all of our end users. Have you ever heard an end user grumble about Salesforce? Indicate that they feel it is inefficient, that things were better done “the old way”. These individuals are “detractors” of Salesforce and can be very damaging to how others users perceive Salesforce. One of the most powerful skills to have as an Admin is the ability to turn an end user who is a “detractor” into a Salesforce “promoter”. A “promoter” is a user who is a Salesforce advocate, they actively support Salesforce and publicise its benefits. A “promoter” is one of the most effective PR mechanisms you can have.
When considering End Users and their perception of Salesforce it is helpful to use an adapted version of Maslow’s Hierarchy of Needs:
Imagine that a user starts at the base layer “Physiological Needs”. Once the needs of that layer are met they move up a layer, until they reach the top layer “Self Actualization”
Physiological Needs are the requirements to be able to access Salesforce. A user must have a SFDC license, know their password and be able to log in to Salesforce.com. Issues at this level can be easily resolved by actions such as providing a Salesforce license or sending a password reset. There should be no reason for a user to be stuck at this level.
The user needs to have the knowledge and skills to be able to perform the day to day tasks in Salesforce.com that their job requires. For example if they are a Sales Rep they need to be able to create and manage their opportunities, if they work in Finance they need to be able to access invoices. The source of gaps in knowledge and skills is usually due to a training issue. This may be lack of training or lack of training guides which the user can reference after the actual training. Having a robust training plan for your different groups of users in addition to easily accessible training resources will help to bridge any gaps and assist the user in moving up to the next layer.
Belonging requires the user to view Salesforce.com as part of their job, does it “belong”, are they comfortable having it as a requirement of their role? A key factor at this level is to have support from Management and encourage them to actively promote Salesforce. If they are regularly reinforcing the importance of Salesforce it will become clear to the end user that it does “belong” and help them to form this opinion.
At the “Esteem” level not only will the user be accepting of Salesforce.com, but they will also be able to see the value that it adds. They see the merit in using it and its full capabilities. This is a complex need to meet. It requires time and investment in expanding the users Salesforce knowledge. You need to take knowledge of Salesforce.com from a basic level to an advanced level. Now is the time to provide the users with Top Tips or Salesforce New Functionality updates via Chatter. Use your knowledge of the needs of the groups of end users to target the updates and training sessions.
The final level of needs to meet to become a Salesforce.com Promoter is “Self Actualization”. At this level the user has a full awareness and understanding of Salesforce.com and its potential functionality, but they also have the ability to “realize” this. Now is the time to offer Advanced Training sessions. Teach them how to use the features you made them aware of in the previous layer.
Having understood the different levels of the hierarchy for our end users we can now focus on the approach to use to achieve this. Using the 4 steps outlined below it will allow you to turn an End User who is a detractor into a promoter.
1. Meet with them
Having identified an end user who is a detractor setup some time to meet with them. Use this time to listen to the issues they are encountering. Ask probing questions so that you fully understand their pain points and the level of their Salesforce skills and knowledge.
2. Analyze their issues
Having met with them use the adapted Maslow’s hierarchy of needs identify which layer they are at. Use root cause analysis to determine what and why they are at that level. Devise an action plan whereby you identify the issue, the cause of it and how you will resolve it. This may be training them
3. Follow Up
Once you have created the action plan have a follow up meeting with the End User. Use this as an opportunity to share the action plan with them. Ensure that as part of the meeting you include appropriate examples and tips on how Salesforce can work for them. Be it the “Recent Items” panel on the homepage, to scheduling reports. At the end of the meeting the user needs to have some “top tips” which will actively show them the value of Salesforce.
4. Keep in Touch
The End User needs to feel important. They need to realise that their opinion and feedback matters. It is vital that you maintain communication with them so that you can monitor their progress. Scheduling catch up meetings as appropriate whilst you nurture them through each layer of the hierarchy. Throughout their journey their needs will change, using the hierarchy will allow you to anticipate these, speeding up the process.
Following these 4 steps will allow you to maximise the number of Salesforce Promoters within your org. This will lead to increased adoption. You will have created a group of “Super Users” who will proactively promote the tool to other end users. The capabilities of Salesforce in addition to its merit will become common knowledge amongst your users, resulting users who are more willing to utilise the tool, and who will subconsciously start climbing the levels to become a Promoter themselves.