By Bas Bergstra
In my previous blog about Digital Transformation (‘DT’) with Dynamics 365 initially the concept of DT was briefly explained by stating that it serves strategic objectives of our customers, which can be realized with support of Dynamics 365. Next, I emphasized that DT can be applied in a variety of ways. After this introduction my blog then zoomed into two ways of making DT with Dynamics 365 work. As the title suggests, it is now time to bring in three additional best practices.
The earlier discussed way number 2 for DT with Dynamics 365 regarded the importance having strong awareness of out-of-the-box features. On the other hand, it is crucial to have your semantics in place. Besides the point of that each industry or even organization is likely to have its own jargon; once having deciphered that, you may experience another haze. Often departments, teams or groups people commonly have different interpretations for the same concept. Another challenge is that you may assume familiarity of your counterpart with concepts such as Artificial Intelligence (‘AI’) and Robotic Process Automation (or ‘RPA’), but these are still not so mainstream as you might assume. Just imagine how long it took before the term ‘Internet’ was starting to resonate with your grandparents. So before introducing more advanced Dynamics 365 functionality such as Customer Insights and Lead Scoring Models, make sure to get your audience acquainted with the underlying concepts.
Finding out the DT maturity level of your customer is an effective route to determine appropriate timing of introducing Dynamics 365 features to them. This fourth way of making DT with Dynamics 365 work also relates back to the second challenge previously mentioned in this blog. The reason is that interpretation and timing often go hand in hand. Consider an example regarding a customer service manager who currently receives a weekly report on customer complaints expecting the same from the new Dynamics 365 solution. After finding what he perceives as a ‘report’, you realize that his requirement could be met by simply providing access to of view of cases in Dynamics 365 Service. Do this instead of overwhelming him right away with Dynamics AI for Customer Service, thus time the pace of digitally transforming their processes to support customers. Remember, Rome was not built in a day either.
The last success factor for a Dynamics 365 implementation that I would like to share here regards user adoption. DT implies change and the willingness to adopt varies per user. Roughly spoken users can be grouped into three categories, i.e. 10% very open to change (referred to as pro-change opinion leader), 10% resistant to change (alias ‘con-change opinion leader’) and the opinion of the rest (80%) is likely to be affected by the opinion leaders. With tactical involvement of the group who is in favor, you are likely to win the majority also with your demonstration of added value with Dynamics 365. So, make sure to first focus on the pro-change opinion leaders and convert them into ambassadors or advocates inspiring the 80% group.
With these 5 ways you have a head start to leverage Dynamics 365 and transform your customer’s business. Please feel free to share your experiences, so I can start improving and or extend these ways in new posts.
Link to part I of this blog.