Gathering Feedback and Driving Innovation

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Gathering Feedback and Driving Innovation
Track Administrators

• Troy Lauer, salesforce.com
• Aurore Wu, salesforce.com
• Rick Gary, Carestream Health

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Troy Lauer Customer Success Manager
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Look familiar to you?
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How about this?
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Have you ever asked these questions?

• I want to get feedbackbut where do I start?
• What questions should I be asking and how many?
• What should I do with the responses?
• Will I really learn anything from a survey?
• What are some of the best survey tools out there?
• Can I - or should I - do this in Salesforce CRM?

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What we will talk about in this session
Value of gathering feedback
Survey tools
Asking the right questions
Closing the loop with users
Real-life examples
Driving innovation
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The value of gathering feedback

• Your user community is a valuable source of info
• Understand what your users really need to succeed
• Give users a voice
• Make them part of the process
• Drive adoption by giving users the
  features/functionality they need
• Remember if your users dont succeed, you wont
  succeed

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Methods for gathering feedback

• Phone/voicemail
• Email
• Management meetings
• Steering committees
• Surveys

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SurveysTypical Needs
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Survey toolsDetermining the right one for you

• How do you gather feedback today?
• How complex do you need your Survey Solution to
  be?
• Is it one survey for all users?
• Do you need the answers to connect to contacts or
  leads?
• How many surveys to do you intend to send?
• Does the delivery of surveys need to be
  auto-response or manually sent by users?
• How many questions do you plan to ask in each
  survey? 
• Which version of Salesforce CRM are you currently
  running?

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Survey tools
Integrated
Stand-alone
Free
Subscription
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Survey ToolsPartner Comparison
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Types of questions

• Strategic vs. Tactical surveys
• Determine what you are trying to discover or
  validate
• Training feedback
• Alignment between business needs and app
  configuration
• Understanding adoption
• Quantitative questions
• Mix in enough qualitative questions
• Give users a chance to articulate what they need
  and how theyre doing

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Asking the right questionsQualitative and
quantitative

• Communication
• Are communications too frequent, not frequent
  enough, just right? Describe the communication
  quality
• Usage
• Do you track your daily activities in Salesforce
  CRM?
• Do you use reports/dashboards?
• Where do you spend most of your time in
  Salesforce CRM? (e.g., contacts, accounts,
  opportunity, cases, etc.)
• Training
• Rate your expertise with Saleforce CRM
• Which area would you like to gain further
  understanding (leads, managing accounts,
  opportunity management, forecasting, reporting,
  other)
• Sponsorship
• Does your manager use Salesforce CRM?
• Value
• Are you receiving the value?
• Other feedback
• Provide any specific capabilities youd like to
  see added to Salesforce CRM

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Closing the survey loop

• Communication is king!
• Have realistic dates set for completing surveys
  and providing summary of findings
• Analyzing your data
• If you received specific feedback, make sure you
  respond directly to that user
• Both negative and positive
• Set expectations regarding how feedback will be
  used
• Where do you go from here? Other Salesforce CRM
  apps such as Ideas

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Rick Gary Director, WW Operations and Business
Systems
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All About Carestream Health
Carestream Health, Inc., is a leading provider of
dental and medical imaging systems and healthcare
IT solutions molecular imaging systems for the
life science research and drug discovery/developme
nt market segments and x-ray film and digital
x-ray products for the non-destructive testing
market. The company was formed in 2007 when Onex
Corporation (TSX OCX.TO) purchased Eastman Kodak
Company's Health Group

• INDUSTRY Life Sciences - Medical Devices
• EMPLOYEES Approximately 8000
• GEOGRAPHY Global
• USERS 880
• PRODUCTS USED Salesforce CRM SFA, Marketing,
  Partner Networks, 3 downloaded AppExchange
  applications (Tenrox, Xactly, BigMachines)

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Baseline

• Multiple Opportunity and Funnel Management tools
  in place around the world
• Excel
• Access
• Other homegrown
• No ability to roll-up into a single worldwide
  view
• Significant issues with forecast accuracy
• Significant issues with funnel quality

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Methodology

• We knew roughly where we wanted to be and didnt
  have the time for a year long investigation and
  requirements setting process before we started
• So we started with the roof first
• Attack the highest pain points for the business
• Built visible value for Senior Management very
  quickly
• Fill in the blanks and expand functionality along
  the way
• This drove a much more interactive and iterative
  approach to the project
• Not for the faint of heart or risk averse!

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Roll-Out

• Overarching vision of our CRM solutions based on
  history and pain points at firstevolved and
  solidified over time
• Phases
• Small Pilot 1 Region, 1 Product Line, Hand
  Picked Lead Users (10)
• Expanded Pilot 1 Region, One Product Line, All
  Users (50)
• Global Roll-out All Regions, All Product Lines,
  All Users (750)
• Executive Sponsorship built over time with
  tangible results
• Utilized Lead Users and Executive Interviews to
  design the screen layouts and workflows to
  achieve a rapid deployment
• User Surveys would be used in the future to set
  direction and course correct

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User Survey

• Baseline in July used to set the 2H 08 strategy
• Will re-survey in December to validate and set 1H
  09 strategy
• Utilized Survey Monkey
• EASY to use
• Inexpensive
• Sections
• Introduction
• User
• Usage
• Training
• New Features
• Wrap-up
• Thank you

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Introduction - Set the tone and expectations
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Users Who are they and what do they do?
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Usage How are they using the system today?
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Usage Where do you spend your time?
Sales Team Only
Non-Sales Team Only
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Usage - Benefits
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Training
How was it?
On-line
What would you like?
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New Features
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Wrap-up
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Next Steps

• Expanding Functionality
• Back-office operations to solve for productivity
• Integration with SAP R3
• Focusing on Users
• Want to learn more about Reports, Dashboards
  Forecasting
• Want help with managing Opportunities and
  Accounts
• Developing programs to work on Sales Rep
  productivity
• Utilizing the rich data that now resides in the
  system and see what this thing can do!

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Key Points

• Started with a Vision
• Ready, Fire, Course Correct methodology
• Aggressive, but not reckless attitude
• Listen, Listen, Listen. There are great ideas
  out there, you just need to find them.
• Dont get too enamored with your own plans and
  continuously look for ways to add immediate value
  to the various publics
• Be careful for the Christmas Morning Syndrome
• Implementing each component of the CRM suite has
  opened a window into our current processes.
• Many bad practices were masked by the inability
  to see the detail
• Now that you see them, the incentive to fix is
  exponentially greater
• Use the project to remodel the house while you
  live in it

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Aurore Wu Product Manager, Ideas
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Innovation is the Lifeblood of Any Organization
Innovation distinguishes between a leader
and a follower.
Steve Jobs CEO, Apple
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How Exactly Do You Drive Innovation?

Raise the ratio of innovators to employees,
learning over investment, and externally sourced
innovation to internally sourced innovation.
-Harvard Business Review

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Obstacles to Innovation
No Scaleable Way to Capture Ideas
How do I involve more people in the innovation
process?
Ideas Locked in Silos
Difficult to Prioritize Ideas
How do I ensure that ideas are not prioritized in
a vacuum?
How do I get my employees customers to
collaborate and share ideas?
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Introducing Salesforce CRM Ideas
Engage All Your Communities Online
Bubble the Best Ideas to the Top
Spark Conversations Around Ideas
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Executive Sponsor
Implementation Team
Customers
Project Team
Online Community
Executive Team
Employees
Deliver Results
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Ideas Best Practices From a Salesforce CRM Admin
JP Seabury Salesforce Admin for 120 users
http//forcemonkey.blogspot.com
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The Future is Here Apply what youve learned

• Many tools out there dont overcomplicate
• Ask the right questions at the right time
• Analyze results and communicate back to your
  users
• Setup a continual feedback loop
• Be flexible maintain ability to course correct
• Harness the power of your users
• Keep adoption levels high
• Help you drive innovation

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QUESTION ANSWER SESSION
Rick Gary
Director, WW Operations and Business Systems
Troy Lauer
Customer Success Manager
Aurore Wu
Product Manager, Ideas
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Gathering Feedback and Driving Innovation
Thank You!

• Troy Lauer, salesforce.com
• Aurore Wu, salesforce.com
• Rick Gary, Carestream Health

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Customer Hero Rick Gary
By driving the Salesforce.com worldwide roll-out,
Rick helped our company to improve significantly
the way Carestream Health monitors sales
activities across the 5 continents. Ricks high
energy has been instrumental to implement
Salesforce toolset but also to create excitement
and adoption in a global multicultural sales
team. Olivier Sauzet, General Manager WW Sales
Operations
Famed Statistics 880 Users Worldwide 77 Login
Rate 40 Custom Tabs/Objects Apps Integrated Big
Machines, Tenrox, Xactly
Sessions Admin Track Gathering Feedback and
Driving Innovation