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Case Stories

Read How DSV Re-Implemented CRM Usage

CRM Adoption as an Enabler for Organic Growth – From a Few to 3,000 Active Users of MS Dynamics

STARTING POINT

  • DSV is experiencing massive growth through acquisitions
  • Management has promised shareholders organic growth and an increased Share of Wallet (SoW)
  • Eight years of attempts to implement CRM using local Adoption Managers
  • Salesforce was replaced with MS Dynamics along the way

CHALLENGE

  • Acquisitions during COVID-19 (WFH) led many to miss seeing CRM’s value
  • Internal sales/CRM training and e-learning fail to change behavior
  • New CRM requests signal a lack of buy-in
  • The CRM Adoption role is inconsistent and lacks structure

PROCESS

  • Deep dive into methods, analyses, metrics, systems, e-learning, etc.
  • Workshops with country leadership to uncover reservations and champions
  • Co-labs with Adoption Managers, super-users, and others across 4 time zones
  • Consolidation of all collected data and reporting of a comprehensive plan

RESULTS

  • Field Research reveals barriers and transformation drivers
  • Co-creation of a narrative linking CRM, SoW, and organic growth
  • Baseline established for CRM use and a knowledge-sharing community
  • New role descriptions and KBIs for local CRM Adoption Managers

TIPPING POINTS

  • A leadership willing to act on the analysis and comprehensive plan
  • Acceptance of recommendations with expected impacts at 3, 6, and 12 months

FINAL DELIVERABLES

  • Recommendations for digital onboarding of new employees
  • Monitoring of behavior and results, new KBIs, and a new knowledge-sharing process
  • Qualitative e-learning and content for digital behavior design and nudging
'The external analysis uncovered just how big the problem is and what it really takes to solve it... What we spent 8 years not knowing.'
Anders Normann, Senior Director, Customer Experience and Sales, Global Commercial Organization
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