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[Series: How to Conduct EMOROCO CRM Lite Implementation Consulting] Part 4 — Implementation Training and Retention Support: "Creating a System Where Users Continue to Use It"

Hello, this is Matsubara, CRM Evangelist.

Part3And so, we have completed a "technically correct CRM."

However, this is the most crucial turning point.

There is a huge gap between a "properly functioning CRM" and a "CRM that the field staff continue to use."

The key to bridging that gap is "training and retention support," which will be explained in the fourth installment. This is the phase in which Arcus Japan invests the most energy in its implementation support.
Because retention is the deciding factor in success or failure.

The design philosophy for training: "Experiential learning" rather than "Teaching"

Many CRM training programs fail because they focus solely on "teaching how to use the software."

After receiving training that involves instructions like, "Click here, enter information in this field, and press the save button," many employees find themselves in a state where they understand how to use the system, but they don't understand why they need to enter the information.

The core of Arcus Japan's training design is to deliver the experience of "being helped immediately after inputting information" during the training.

[Definition of Training Objectives (ARCUS Japan Version)]

General training objectives:
"Learn how to use EMOROCO CRM Lite"

The objectives of the training program at Arcus Japan:
"During training, at least one should have the experience of knowing that inputting information will help them."
"After experiencing it once, you'll finish the training with the conviction that 'this is usable.'"

This difference in objectives drastically alters the retention rate after training.

Training structure – 3 sessions

The training will consist of the following three sessions:

[Overall Training Schedule]

Session 1: "Kick-off (for managers and all employees)": 30 minutes
Objective: To confirm with everyone the purpose of CRM.
Implemented by: Business owners (with support from consultants)

Session 2: "Operation Training (for all participants)": 60-90 minutes
Objective: To deliver an experience where inputting information is helpful.
Implemented by: Consultant-led

Session 3: "CRM Doctor Training Session (for CRM Doctors)": 60 minutes
Objective: To enable CRM Doctor to operate autonomously.
Implemented by: Consultant-led

Session 1: "Kick-off" – The first 30 minutes of what the CEO will say

The first 30 minutes of the training will not be a lecture by the consultant.A business leader speaks.

[Kick-off Session Agenda (30 minutes)]

10 minutes: Business leaders discuss "Why implement CRM?"

Questions consultants ask executives before the kickoff meeting:
"What message would you like to convey to everyone today?"
"What do you hope will happen to everyone once we implement CRM?"

The core message that business leaders should convey:
"It's not for control purposes. It's to make things easier for everyone."
"I designed it so that inputting information would benefit myself."
"Using this CRM, I want to achieve the following state."

NG (Consultant should inform management in advance):
× A message that puts pressure on you to "please enter the information correctly."
× Explanations of functions or discussions of numbers (not appropriate for this occasion)
× A hesitant expression like "Let's just try putting it in for now."

10 minutes: The consultant explains "What we want you to experience in today's training."
"Today, rather than learning how to operate it,
I asked them to update the emotional temperature of one of their customers.
Immediately afterwards, the dashboard appears.
Our goal is to let people experience it."

10 minutes: "Declaring your habit stack"
Everyone declares specifically when they will input the data.
"After contact, before starting the car engine, from your smartphone."
"Immediately after hanging up the phone, on my tablet."
→ Utilize the principles of commitment and consistency (Cialdini)

Session 2: "Operation Training" — Delivering the experience of "How inputting information is helpful."

The training program is designed in three steps: "Teach → Try it → Learn through experience."

Part 1: Everyone enters one customer (20 minutes)

[Steps for Part 1]

Step 1: Open your list of assigned clients.
"Please check if your assigned clients are displayed correctly."

Step 2: Choose one company that is "the customer you are most interested in right now."
"The customer I was planning to follow up with this week,
Alternatively, please select one customer whose situation you've been concerned about recently."

Step 3: Enter the following three items: emotional temperature, last contact date, and next action.
"Please try entering only these three items right now."
It can be done in 30 seconds.

Step 4: Save and open the dashboard
"Please try opening the dashboard."
Is the information I just entered reflected?

Observation points during training (consultant):
Is anyone having trouble with the input?
→ "What should I enter in this field?"
If that question arises, it could indicate a problem with the design.
Are you able to input from your smartphone?
→ If it's not working, we'll provide on-the-spot support.

Part 2: Experiencing the workflow by changing emotional temperature (15 minutes)

[Steps for Part 2]

Step 1: Change the customer's emotional temperature, which you entered earlier, to "Cool".
"As a test, let's try changing your emotional temperature to a cool one."

Step 2: Check the tasks for the next day.
"Please open your task list."
A task has been automatically created for tomorrow's date.
This is the 'workflow'."

Step 3: Articulating the experience
The consultant asks:
"By creating this task automatically,
Do you feel like something is going to change?

We will ask the participants to share their insights.
Typical reaction:
"It seems like we'll no longer miss any followers."
"With this, by the time you realize it, it's too late."
That will no longer happen."
"Will it automatically remind me once I enter the information?"

→ This moment of "realization" becomes the seed for its establishment.
The consultant tried to elicit this response
I'm designing Part 2.

Part 3: Demonstrating "How to use it before your next visit" (20 minutes)

[Steps for Part 3]

The consultant demonstrates a demo scenario:

"Tomorrow, before visiting President Tanaka of Company A,
This is how we use CRM.
First, let's open President Tanaka's record.
In the previous narrative memo...
"He was talking about handing over the business to his son."
It is recorded as follows.
The emotional temperature last time was warm.
As the next action
It says, "I will inquire about the progress of the handover."
I will read this before going on today's visit.

After the visit was over, I spent just 30 seconds in the car:
I'll update my emotional temperature and add the one-line notes from today's conversation.
That's all."

→ This demo shows that "using CRM improves the quality of visits."
This makes it possible to concretely imagine such an experience.

Part 4: Everyone speaks aloud about "how they use CRM before their next visit" (15 minutes)

[Part 4: Pair work (2 minutes each with the person next to you)]

"Tomorrow or next week, what will be the first time you use CRM?"
Please talk to the person next to you.
Before visiting company XX, please review your notes from last time.
"Like updating your emotional temperature after a visit."

→ Speaking it aloud strengthens commitment (reconfirmation)
→ We found people who "cannot easily imagine" it,
This is also an opportunity to provide individual support.

Session 3: "CRM Doctor Training" - Cultivating individuals who can manage operations autonomously.

After the operational training, we will conduct individual sessions with CRM doctor candidates.

[CRM Doctor Training Session Agenda (60 minutes)]

20 minutes: Confirming the role of the CRM doctor
- Add weekly and monthly health check-up schedules to the calendar.
- Try out the "How to check the input rate" method.
- Experience how to add and modify fields without coding.

→ The goal is to instill in them the confidence that they can develop their own CRM system.

20 minutes: Design your "health checkup schedule" for the first 30 days.
[Decide what to check during the weekly health check (Monday, 15 minutes)]
□ Check the red alert list and contact the person in charge.
□ Confirmation of input rate (percentage of recorded contacts)
□ Select and share one of the "best entries of the week."

[Decide what to check during the monthly health checkup (first Monday of the month, 45 minutes)]
□ Measurement of four vital signs (input rate, utilization rate, accuracy, and precision rate)
□ Inventory of unused fields
□ Hearing requests for additional fields from the field

20 minutes: "How to deal with problems" and "Contact information for Arcus Japan"
Criteria for determining whether a CRM doctor can solve a problem on their own.
How to contact Arcus Japan (Slack, email, monthly meeting)
- Provide FAQs about common problems and their solutions.

72-hour follow-up after training

The first 72 hours after training are the most crucial period for retention.

[72-hour follow-up design after training]

Day after the training (Day +1):
A message from a consultant to CRM doctors
"Thank you for your hard work at yesterday's training session."
Have you received any feedback from the person in charge today regarding their experience using the system?
Please let me know if there's anything you don't understand."

Three days after the training (Day +2):
CRM Doctor checks input rate
"Of the contacts from yesterday and the day before yesterday,
How many entries were entered into the CRM?
→ If it's less than 50%, individual support is needed.

Three days after the training (Day +3):
A consultant will conduct a 15-minute online review with a CRM doctor.
"Are there any problems? What is the feedback from the field? Are design modifications necessary?"
Check this. Make minor design adjustments immediately if necessary.

The "three obstacles" that hinder adoption and how to overcome them

This document outlines the "retention barrier" that often arises in organizations after training, and how to address it.

[Obstacle 1: "I'm too busy to enter the data"]

Symptoms: Input rate is high for the first week after training,
It will plummet from the second week.

Cause: The trigger is "input after contact".
It hasn't become a habit.

approach:
CRM Doctors at Monday's weekly check-up
"How many entries were you able to enter from this week's contacts?"
He addressed everyone.
Simply by creating a situation where the "input rate is visible"
The input rate will naturally increase.

[Wall #2: "I don't know what to write."]

Symptoms: Emotional temperature and last contact date are included,
The narrative memos are all left blank.

Cause: There is no shared standard for "what to write."

approach:
At the beginning of the weekly check-up, please write "This week's best narrative memo."
I will pick one item and read it aloud.
A standard of "this level of content is ideal"
Sharing weekly will improve quality in 2-3 weeks.

[Wall 3: "I entered something, but it feels like nothing has changed."]

Symptoms: Input continues but is "meaningless"
Someone in charge will come along who can sense it.

Reason: "How the input was actually useful"
I can't see it.

approach:
A CRM doctor shares their positive experiences using CRM.
Actively collect and share information with the team.
"An alert came in saying my emotional temperature was low."
"Following them led to an order."
"If you read the narrative memo before visiting,
A customer told me, "I'm glad you remembered me."
→ Sharing this experience continuously updates the motivation for input.

Summary – Checklist for the Retention Support Phase

Before training:
□ Can the business owner explain in their own words "why we are implementing CRM"?
□ Have you prepared a scenario that demonstrates how helpful input can be during training?
□ Has the CRM doctor candidate been confirmed?

On the day of the training:
□ Did the management explicitly state at the kickoff that it was "not for management purposes"?
□ Did everyone verbally declare their "habit stack"?
□ Did everyone experience the workflow being driven by inputting emotional temperature?
□ Did you set up a monthly health check schedule during the CRM doctor training session?

72 hours after training:
□ Did you send a follow-up message to the CRM doctor the following day?
□ Did you check the input rate two days later?
□ Was a follow-up meeting held with the consultant and CRM doctor three days later?

Maintaining retention (weekly):
□ Does the weekly health checkup include highlighting "the best input for the week"?
□ Are you actively collecting and sharing positive experiences with using CRM?

In the next installment (Part 5), we will discuss how to make your established CRM function as a System of Insight (SoI)—specifically, how to utilize dashboards and fully implement SoI-PDCA.
EMOROCO CRM Lite Product Page

last time:[Part 3: Construction and Data Migration – "Creating a CRM that Actually Works"]

next time:[【Part 5】SoI-PDCA and Dashboard Utilization—"Making CRM Function as a System for Insights"]

Related article:[Behavioral Psychology of CRM Adoption: The Science of Designing Systems That Make Users Want to Input Data, Rather Than Just Force Them to Input Data]

Related article:[What is a CRM Doctor (CRM Consultant)? – The role of a specialist in establishing CRM in the CRM 4.0 era]

Related articles and pages
Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
book:Versatylist - How to become a "1 in 1" talent by age 35

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