After over two decades of designing, building, and deploying Customer Relationship Management (CRM) and Customer Engagement (CE) systems, I’ve observed recurring themes that distinguish successful projects from less successful ones.
This approach has been refined through years of consulting, learning from the school of hard knocks, studying Lean Manufacturing practices, and leading successful Agile Software Development projects.
In line with Customer Engagement Success, Part 1, I'll continue using the term Customer Engagement (CE) to cover both CRM and CE projects.
In this second blog, I’ll focus on the “Wheel of Change” (outer blue circle) from my Customer Success graphic below.
The graphic illustrates some simple concepts that have driven success in CE projects throughout my career.
1. Small Steps
The first section of the Wheel of Change is “Small Steps,” but what constitutes a “small” step?
The answer is that it’s relative to the size of your project.
For a large Enterprise CE Project, a Small Step might be a Minimum Viable Product (MVP) that delivers Value to early adopters.
For mid-market projects, a Small Step might involve a 90-day sprint to deploy CE to a regional Sales Team.
The important thing is to break down your project into iterative steps or phases, delivering tangible Value to your users at each stage.
The size of your “Small Step” will depend on your project, but generally, it should range from 30 to 120 days.
Any longer and will you start introducing unnecessary risks, such as:
Shifting business needs, making it more difficult to stay on target
Declining project momentum and user enthusiasm
Increased project scope, complexity, and cost
Incorporating AI-powered analytics from Power BI and project management tools like Microsoft Azure DevOps can help you control scope creep and maintain project momentum.
AI can also assist in optimizing project timelines and predicting potential risks.
By using AI-driven tools, you can better understand project dynamics and execute your “Small Steps” more effectively.
2. Value & Benefit
The second section of the Wheel of Change is “Value & Benefit.”
Value is the measurable outcome of an iteration, typically represented in monetary terms.
For example, increased revenue from improved sales or reduced costs from streamlined customer service or field service processes would both demonstrate Value.
Benefit, on the other hand, relates to people and is often less quantifiable but equally important.
Benefits include improvements like faster access to customer records or automated order confirmations.
To identify what will provide Benefit, just ask your users.
What are their pain points?
What do they find cumbersome?
Fix those issues and you will produce Benefit.
Clearly understanding the Value and Benefit will add fuel to the success of a CE Project.
Once understood, it is very important to publicize the success to project stakeholders and your users. Take your victory lap and do your endzone dance, you have earned it.
Your executive team needs to see the value and benefit so that they will continue to invest in the success of your project.
Leveraging AI-augmented processes with Microsoft Dynamics 365 and Copilot Studio can effectively minimize user pain points.
You can analyze user behavior and feedback to suggest improvements that enhance both Value and Benefit.
For instance, with Microsoft Dynamics 365 and Copilot working together, you can automate customer support tasks, reduce response times, and improve customer and employee satisfaction.
3. Continuous Improvement
The third section of the Wheel of Change is "Continuous Improvement."
Organizations that embrace this strategy typically outperform those that rely on static or large-scale changes.
A well-known Japanese term, Kaizen, translates to "continuous improvement" or "change for the better," embodying this mindset and being widely adopted in various industries to foster a culture of continuous improvement and operational excellence.
Unlike accounting or ERP systems, customer engagement systems evolve constantly and change rapidly to stay competitive.
Continuous Improvement completes the circle and ties everything together, allowing you to enhance employee engagement and customer experience, incrementally and over time.
Integrating AI into your constant improvement strategy can accelerate progress. Microsoft Power BI offers real-time feedback and recommendations for ongoing enhancements, helping you stay ahead of competitors and adapt to changing market conditions.
For example, AI can monitor customer interactions across various touchpoints, providing insights into trends and areas for improvement.
Here are 7 steps to kickstart Continuous Improvement in your organization:
Know your customer: Use AI tools to gain deeper insights into customer behavior and preferences, enabling personalized experiences.
Develop a culture of change: Foster an environment that encourages agile and iterative improvements, making adaptability a core value.
Improve communication: Use AI-powered tools to streamline interactions, ensuring clear and efficient communications with customers and across teams.
See what is working: Analyze metrics and data to pinpoint effective strategies and replicate successes.
Measure outcomes: Use AI-driven analytics to track performance and impact, providing actionable insights for informed decision-making.
Celebrate success: Recognize and reward achievements to maintain motivation and reinforce a positive improvement culture.
Plan your next step: Use AI insights to plan future enhancements, staying ahead of market trends and customer expectations.
And don’t forget, the point of Continuous Improvement is to repeat these steps, evolving with each “Small Step.”
Summary
As seen in Customer Engagement Success, Part 1, Executive Engagement, Business Fit, and User Adoption are the 3 keys to a successful CE implementation project.
To drive a successful customer engagement project, make sure you have the 3 keys and turn the “Wheel of Change”.
Wishing you all the best with your customer engagement project – I hope this helps!
About the Author
Optrua specializes in optimizing Dynamics 365 CRM and Microsoft Power Platform to enhance customer experience and employee engagement.
We're your partner in thriving amidst change using agile methods and continuous improvement.
We offer tailored solutions, including CRM, AI, system integration, analytics, and more, to help our clients grow and stay ahead of the competition.
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