CRM adoption assets to support psychologically unsafe CSMs

BRIEF

This Fortune 15 client brought us in to support the adoption and expansion strategy for their flagship CRM (Customer Relationship Management) product.

The problem is that CSMs (Customer Service Managers) were not feeling engaged in their conversations with their clients as there was a very slow adoption rate within organizations. This directly affected CSM and client performance.

METHODS/TOOLS

Led in-depth research on the experience of CSMs

Designed a diverse portfolio of assets that elevated both CSM engagement and customer adoption

LEARNINGS

CHALLENGES

The client had their heart set on a final deliverable, Adoption Asset Documents and did not seem to waver in their request

While working alongside a pilot of CSMs, we discovered that most of these individuals felt psychologically unsafe in their role, directly resulting in their performance (and adoption of the CRM within their clients)

WINS

After providing the insight that their CSMs were psychologically unsafe, we created an entirely different pilot strategy to help with the engagement of these CSMs

The creation of a portfolio of assets led to a massive increase in customer adoption and CSM engagement

Please click through to see screen shots from the Adoption Assets