Define & explore how to overcome the barrier of user adoption

CRM & Multichannel marketing technology can deliver value in many different ways. It can be used to assist marketing communications, to convey key messages, or for better engagement and interactivity with your customers.

Putting aside the enthusiasm for the usage of new business digital tools, one matter that cannot be underestimated, is the importance of user experience and adoption.

The new tools are truly effective only if they’re used in an accurate, up-to-date and comprehensive way

Process towards solution – How to make the most out of the investment

A common situation that Life Sciences companies face, is the barrier of insufficient user engagement of CRM & Multichannel platforms. If you look closer you might find several reasons for not reaching the desired level of user adoption, such as frustration and anxiety. You may also discover, poor knowledge level, training gaps, miscommunicated expectations or unclear objectives and priorities.

3 steps User Engagement Evaluation process

Analysis

Evaluation

Assessment

Life Sciences companies have invested greatly in implementing CRM & MCM tools in multiple countries or regionally. Following the initial roll-out and training of users, it is essential to measure the system’s level of adoption by the users, identify possible areas of improvement in change management process and actually design & implement corrective actions specific to these needs.

Aqurance team has designed a holistic process plan for evaluating the CRM/MCM user engagement. The cornerstone of such a plan should always be reviewing | setting the targets and KPI’s. After you have defined the required level of users’ engagement you need to examine current situation and gather the relevant metrics, on which you build actual insights and identify possible gaps & needs. Following the assessment, corrective actions must be designed and implemented in order to bring value for internal stakeholders. It is crucial to ensure that this plan is not an one-off activity but an ongoing and dynamic process, which gets adjusted to current needs and challenges.