Competence phase
CRM Transformational Change Cycle

The previous article in the series focused on the Breakthrough Phase of the ‘Transformational Change Cycle’ and how it relates to CRM. In the last of this series we discuss briefly the last of the four stages – The Competence Phase. It is important to remember that although referred to as the last phase, the Transformational Change Cycle is continuous therefore the last point (9) in the diagram below – Continuous Improvement will launch you back into point (1), which will start the process again.

The Competence Phase, like the others speaks for itself. Staff reach the level of competence desired by the organisation, and when this happens their emotions soar. They have passed the ‘Acceptance’ barrier and now not only accept the new ways, they strive to improve them. They have internal motivation and drive to continuously explore and improve.

When staff reach this phase, they instinctively become a ‘champion’ of the system. They are realising the true benefits and rewards of the CRM system, and promote others to enjoy the rewards too. Often organisations promote staff that reach competence to be ‘super-users’ or trainers for the system.

It is here where the true fruits of all the hard planned and well-executed labour that has gone on before is really seen and where you get your true return on your investment (ROI).

Once individuals reach the Competence phase they are more likely to start showing innovative behaviour, asking for more features, changes, improvements and new ways of doing things. These ideas are not limited to the system, they usually relate to other areas of your business as well. Often staff in CRM Competence phase are motivated to search for "where else can we improve this business" as they have recognised what a positive change can bring and are becoming ‘turned-on’ by change. They can become ‘change-champions’.

The Competence phase is a necessary pre-cursor to ‘successful further change’. Organisations should endeavour to get as many staff to the Competence phase of CRM, prior to embarking on another change project.

Why is this so important?

Because, when staff reach competence, most will become ‘change-champions’ and will be internally motivated to explore new ways rather than try to resist them.

Of course staff must see the benefits to change, in order to want to change – however if they have reached competence in a past project, they are more likely to be open to new ideas, new ways, customs or culture. Also, staff that have reached competence can make great project sponsors, leaders and team members for follow on projects.

Measurement is important all the way through to and including the Competence phase. Management have to be aware who has reached competence and make sure they keep staff motivated while in this phase. You might recognise that staff in the Competence phase have a desire to ‘keep on going’ and even some staff want to ‘speed it up’. However there is a real need to wait until more staff reach competence before proceeding to further change. This is why measuring who has reached there, and realising what extra or advanced processes or functions these staff can explore is important. You don’t want to lose motivation and drive.

Equally desirable is to measure where other staff are, and implement tactics to get them to the Competence phase quickly (in an enjoyable fashion). The sooner you have the majority in this phase, the sooner you can continue on your journey – together.

Remember …… if you do not ‘inspect what you expect’ how will you be able to identify where you need to improve?

Summary

So the Transformational Change Cycle is all about getting staff to a level of competence in a managed and sustainable fashion. It’s about understanding what is really happening to staff and the organisation during a CRM project, and the changes these types of projects involve.

Competence is the end of the cycle, but also it leads to the start of the next.

So what often happens – what is a typical scenario? We have found the following is common across organisations.

Phase 1 Initiation – With CRM strategy and systems, we often see organisations focusing on technology, rather than their business needs, objectives, strategy and planning. There can be real focus on the result desired, at the detriment of working out the detail of getting there. We always ask ‘Do you have a documented CRM strategy?’

Ask yourself – does your organisation have a documented CRM strategy?

Phase 2 Uncertainty – Often a belief that ‘the less they know – the less they’ll worry about’ exists. Of course this is 180 degrees out. Staff need to know, understand and have time to discuss change. The more you communicate – the better the, the safer the journey for all stakeholders.

Ask yourself – does your organisation have a good two way communication strategy?

Phase 3 Breakthrough – staff are often left to work this out for themselves. Training has been undertaken; however not all the staff ‘understand’. Often a view of ‘if you’ve been trained – you must know’ exists. Does your organisation measure staff understanding, enthusiasm, skills and knowledge 3 months after training? Key here is middle management support. It’s the middle management that gets pressure from top and bottom. Organisations spend time training staff to use a new system, but don’t spend enough time training management how to apply the system and importantly how to deal with change.

Ask yourself – does your organisation have a comprehensive ongoing, measured traininprogramme?

Phase 4 Competence – often missed out and not recognised as a distinct phase with importance. Organisations tend to go from Breakthrough direct to a follow on change project. The impact of this evolves around Acceptance. Not enough staff have accepted the new way before a further change is embarked upon. Over time staff end up being in all 4 quadrants, with management not really understanding where they are, and why. Low staff performance, matched with mediocre customer satisfaction and high staff turnover are often symptoms.

Ask yourself – have the majority of your staff reached the Competence Phase?

Knowing what to do when and how through the use of a change model like the Transformational Change Cycle will help ensure greater CRM journey successes!