Design Thinking Workshop
SURFACE THE MOST IMPORTANT CRM USER, CUSTOMER AND COMPANY OUTCOMES
A One Day Workshop to Identify the Most Important and Highest Impact CRM Objectives
Most people who have been through a CRM implementation recognize that getting the CRM software successfully installed and configured does not equate to a successful project. That's the bare minimum and generally results in sluggish user adoption, minimal software utilization, anemic ROI and a CRM program that will become troubled.
It's easy to get the CRM software to run, but if you don't deliver user experiences that make the users' lives easier, more productive and more rewarding, well then, it's like saying the operation was successful but the patient died.
Instead, to achieve a wildly successful CRM deployment, you need to design and configure the software to improve the users' productivity, performance and personal goals.
A Design Thinking workshop is an ideal starting point for a new CRM, Marketing Automation Platform (MAP) or other technology implementation as it firmly identifies the application software's highest impact and most important success criteria; measured in user, customer and business terms; and according to the people who will most use or benefit from the business software.
It's an iterative, people-focused design and problem-solving approach that applies deep empathy for users and collaboration among multi-disciplinary teams.
- Design Thinking process, illustration and expected takeaways
- Design of User and Customer Personas
- Design of Empathy Maps & As-Is Processes
- Ideation and value creation
- Hills and highest impact user, customer and company objectives
- Measurable To-Be processes
- Results review, actionable insights and next steps
To see the details for each of the above steps, check out Design Thinking Process.
When Design Thinking is applied to a single goal, such as firmly identifying a CRM implementation's most important objectives according to the people who will most use or benefit from the application, the entire process normally takes one day, and thereafter plots a much straighter and shorter path to deliver what the team has determined to be the most significant user, customer and company outcomes.
What makes this method different and better are three things.
- It's fast. At the end of a day we know precisely what users find most important and how we will measure and achieve those things.
- It's focused. It recognizes that delivering a small number of outcomes that excite users is far more powerful than delivering a much higher number of software features that don't motivate the users.
- It's all about the outcomes. It shifts CRM software objectives from being measured in software features and functions (which frankly most users and managers don't care much about) to being measured in user and customer business outcomes (which users and managers care deeply about).
From a business performance perspective, the CRM Design Thinking process aligns the software to support the company's top business priorities, and from a technology perspective, it directly increases user adoption, software utilization and technology payback.
Johnny Grow practitioners are certified Design Thinking experts