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.'
Senior Director, Customer Experience and Sales, Global Commercial Organization
