user-adoption
Measuring user adoption is key to the success of your Salesforce implementation. Otherwise, how do you know if users are really getting the most from the Salesforce application? It is also a good indicator of the effectiveness of your Salesforce deployment and provides insight into how the application is being used.

The following are key metrics that should be considered to measure the success of user adoption:

  • Usage
  • Data Quality
  • Key Performance Indicators

Let’s discuss each one in more detail.

Usage

Your first measurement of adoption—and a basic indicator of success—is login rate. There are a number of out-of-the box Salesforce reports that can compute this information for you. A report that you should consider using often is the “Users Logged in This Week” report. The report will detail which users in your company have logged into the Salesforce application within the last seven days. This can easily be customized to measure a different time frame or even users that have not logged in within a specified time frame. Understanding these metrics will help to drive internal requirements and thresholds for usage by particular user groups, such as sales and representatives. The following is a list of recommended report metrics and frequencies that you should consider using.

Usage Report Metrics
Metric
Frequency
Users Logged in, Last 7 Days Weekly
Users NOT Logged in by Last Name, Last 7 Days Weekly
Users NEVER Logged In Weekly
Accounts Created by Owner Role, Last 120 Days Monthly
Accounts Created by Owner Role, Last 120 Days Monthly
Opportunities Created by Owner Role, Last 60 Days Monthly
Contacts Created by Owner Role, Last 120 Days Monthly
Activities Completed, Last 60 Days Monthly
Accounts Last Modified by Owner, Last 120 Days Monthly
Neglected Opportunities by Role, Next 60 Days Monthly
Open Tasks by Assigned Role, Current and Previous Quarterly

Data Quality

Understanding user login rates is one thing, but understanding whether users are actually using the application is another. Data quality is a valuable metric for measuring adoption, such as looking at critical fields and making sure users fill them out correctly. If certain fields are not filled out, or not filled out correctly by users, it may compromise user adoption. I recommend creating reports to measure object ownership. An object in Salesforce can be thought of as each of the tabs, such as Accounts, Contacts, and Opportunities. Use reports to determine the growth of each object created by each user. You can gain important insight into how the application is being used by your user base, and conversely, how it is not being used. Consider creating reports to measure the creation rate of each object by role and to track data quality. Here is a list of recommended report metrics and frequencies that you should consider using.

Data Quality Report Metrics
Metric
Frequency
Opportunities with a Close Date, Last 60 Days Monthly
Stage Opportunities are Entered Monthly
Prospect Accounts Missing # Employees, Last 60 Days Monthly
Lead Rating on Converted Leads Monthly
Accounts with All Key Fields Populated Monthly
Accounts Missing Rating Field Monthly
Key, Non-Required Fields Filled Out Monthly

Key Performance Indicators (KPI)

Key Performance Indicators (KPI) are considered the most sophisticated form of measuring user adoption because they provide tangible benefits to managers and return the highest value to the organization. They also reflect business performance and compliance. KPI ensures that your users are not just using the application, but are using it in a way that enhances business effectiveness. If managers aren’t retrieving KPIs from Salesforce, then they aren’t using the applications as intended.

When determining these type of metrics, I recommend involving key stakeholders—such as managers, senior managers, and executives—to determine KPIs based on business benefits and desired process performance. If you don’t define and regularly monitor KPIs by incorporating the reports and dashboard features in Salesforce CRM, you may find that adoption, consistent usage, and data quality will suffer.  Build analytics that will uncover patterns and trends that track performance levels and identify trouble areas. The table below lists examples of KPIs that you should consider using for your company.

KPI Report Metrics
Metric
Frequency
Pipeline by Owner or Owner Role Monthly
Monthly Sales Trends Monthly
Activity Type by Assigned Owner Quarterly
Win Ratio for Current and Previous Fiscal Year Quarterly
Open Leads by Owner Role, Open Not Contacted Quarterly
Deal Type by Owners Winning, Current and Previous Quarters Quarterly
Deal Type by Owners Losing, Current and Previous Quarters Quarterly

Do you have KPIs or other metrics that you think are important? Feel free to share them by leaving a comment to this post.

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