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How to find out why people aren’t using Salesforce (as intended).

A case study.

In the era of more for less, spending hundreds of thousands, even millions on a tool like Salesforce isn’t an option — not without clear ROI. Sure, it’s powerful, but are you seeing an impact on your business?

You won’t get far (drive adoption, user engagement, and process efficiency) without reliable data on Salesforce usage: the how, not just who and when.

You can’t manage what you can’t measure. And if you can’t measure it, you’re sitting in the dark waiting for the crash to happen.

Here’s how to avoid that.

Why your Salesforce usage analysis isn't working

For many companies, the go-to solution to Salesforce adoption issues is surveying their users. Not because it’s always the best approach, but because it’s the one in their tool kit. It’s what everyone’s doing.

In practice, putting together another user survey is a cumbersome and time-consuming process that leaves you struggling with questions like:

More often than not, you end up with the same answers from the same group of active, yet disappointed users – hardly a good representation of what is really going on.

Alternatively, you can use different analytics tools to track web visitor, customer, and user behaviour data. On the upside, you’ll gain valuable insights. On the downside, you’ve got siloed data and technical difficulties when attempting to integrate it all into a single source of truth.

At this point, you may be wondering, “Isn’t Salesforce built-in user activity and event monitoring (aka Salesforce Labs Adoption Dashboards) enough?”

It does equip you with useful metrics, such as:

It’s a good starting point, but it lacks the crucial information you need to solve your challenges: user context.

Here’s what we mean by that.

The first step to success with Salesforce: Understanding user behaviour

Whether you want to drive Salesforce adoption or process efficiency, there’s only one place to start — knowing exactly how your users engage with Salesforce today. That includes:

You need to see, for example, the most time-consuming tasks and the least used areas of the app to identify the biggest user pain points and functional issues. Only then are you equipped to determine the steps to simplify internal processes, enhance Salesforce usability, and improve the overall user experience.

You need to check progress in real time, not wait for user survey results or data updates.

Tracking end user engagement is the only way you can maximise the value of any Salesforce app. It is business critical.

Get real-time insights & analytics into how your users engage with Salesforce

Case in point: Dealing with cherry-picking in customer support

A client of ours was concerned about the decline in timely responses to support requests and their increasingly swamped specialist teams. Everything seemed to point to the need for more specialists, yet the management suspected first-line support were cherry-picking the cases to deal with.

Their challenge?

Salesforce administrators had no reliable way of tracking how people read through client requests; whether support teams used the internal Knowledge Base, and how many of them tried to solve a case before passing it on to the specialist team.

The solution was straightforward:

Step #1: The company deployed a Salesforce analytics app to gain contextual user data. Improved Usage Tracker beat the competition easily: it was free and didn’t require internal buy-in or IT support to implement.

This allowed the team to start tracking activity in customer cases from day one, with real-time data on how many times a case had been opened, who was viewing it, and how often.

Service Cloud Usage | The number of times a case has been opened
Service Cloud Usage | The number of times a case has been opened
Sales Cloud Usage | An overview of user interactions with an Opportunity
Sales Cloud Usage | An overview of user interactions with an Opportunity

Step #2: To make sure existing help resources answered users’ questions and that the next steps were clear, the team also examined:

It was immediately clear where first-line support teams struggled the most and what help content and guidelines needed to be added or updated to drive process compliance and efficiency.

Step #3: To ensure users were aware of and used the new resources, the company implemented activity-based notifications that prompted staff to review relevant guidelines before passing a case on to a specialist.

The result?

Customer support costs were slashed and Salesforce user and customer experience improved.

Why it worked: The importance of context in Salesforce usage data

The short answer — context is everything and this missing piece.

It encompasses the entire user experience, from the job to be done (the task in hand) to interactions with the app, including current and past records dealt with.

Context determines the success of your sales enablement, just-in-time learning in Salesforce, and attempts to increase user engagement.

You may look at your data and see that 39% of your Salesforce users didn’t use the app more than once a week within the past month. Sure, it points to a need for more training, but do you know on what exactly?

It’s a whole different story when you know:

It’s the difference between merely identifying a problem (for example, that the number of opportunities created or updated hasn’t increased compared to the previous quarter) and having the data to determine the optimal solution:

Customisable Improved Usage Tracker Dashboard
Customisable Improved Usage Tracker Dashboard

Contextual usage data provides the clarity you need to identify the root cause of the problem and the best course of action. It also equips you with the perfect data story to secure executive buy-in for core initiatives, such as sales enablement or a much-needed digital adoption solution:

“You can’t deliver real-time digital experiences that drive growth without knowing your customers’ near-real-time needs and behaviours.”

In the case of Salesforce adoption and process efficiency, that starts with business critical real-time user behaviour data.

Get real-time insights & analytics on how your users engage with Salesforce

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