 Hi and welcome to this webinar. Today we are talking about how you can supercharge your data and we will tell you five steps on how to become more data-driven by leveraging your CRM. My name is Jeanette and I work with the product marketing team here at Superface and we're joined by Hans-Kistan Gröntzle which is the director of digital customer experience here at Superface and previously he worked with where he was the commercial director of Superface Norway and also had a commercial responsibility for the Superface online team also responsible for launching our cloud offering and now he works with commercial insights and analyzing white spaces and he was also implemented tools and processes for MPS also a system called Heartbeat which measure the user adoption and engagement and also now has introduced new KPI dashboards for our sales and consultants internally so he's a true data evangelist and he loves to democratize data and so in this session he will or he will share experiences on how you can successfully start your day or data-driven journey and also build a culture that acts on data. So welcome Hans or Hans-Kistan Wow thank you Jeanette that was a very nice introduction and it well it reminds me of a great journey I've had in Superface so far and with this supercharger data that's just you know bringing on the future even more so thank you for inviting me and I'm happy to share with some of my insights on this topic. Yeah great to have you and I'm very excited to hear what you have to say and with your experience and for those that don't know Superface, Superface Serum is a Serum platform for business growth and is built on over 30 years of experience and the Serum platform combines all your customer facing processes like sales, marketing and customer service into one tech stack. So we're an Norwegian company with HQ in Norway but we are also present in eight other European countries and we help over 6 000 businesses increase their productivity and create a positive customer experience and build profitable and long lasting relationships. And these sessions, these supercharged sessions is we're talking about specific processes to achieve growth to help you achieve your goals and also improve processes and challenges you have in your business. So today we're focusing on the data and we are also focusing on how to become data-driven. So quickly we'll give you a short introduction to the agenda and we will start by talking a little bit about what it means to be data-driven and why should companies consider working data-driven. And then we will also give you just a quick five-step guide on how your company can get started to work data-driven and also how to leverage data you already have in your Serum system. So if we start at the beginning kind of what it means to work data-driven. The term data-driven means that a company makes tactical and strategic decisions based on data. And I'm interested to hear your thoughts on this as Christian. What does it mean to you and what does it mean that a company works data-driven? Well that's a great question and it's a huge topic but let me start with if you're not data-driven. That means that very often you know it's the hippo syndrome that the person in the room with the highest salary has their gut feeling and their way of doing things and thinking about things but being data-driven then you look more into what kind of data you have in your organization to make valid decisions and to base your decisions on. And that is a journey because all companies have data but not all companies have good or easy access to data. So one story from Superoffice was that you know in the old days we also sent email to customers and our database was sort of not based on automatic actions and we all always had to sort of create the draft of the email list and then send it off to all the contacts and customer responsible people and they had to delete and remove and add and stuff like that and after three days we were ready to send it. Shifting to being data-driven means that we can in a blink know that the data is up to date and we know who we should send to because we have the data and we need to trust the data but going from not being data-driven to data-driven is a journey so you have to do small steps in order to sort of trust your data and that's really the journey you're going on. Yeah so not collect well you shouldn't just collect data but the right data right yeah that's right yeah and you need to think about it and the data should sort of support your processes and maybe the customer journey what type of data points are you getting along that you can use in order to develop your customers for the future because that's really what it's all about enabling success for any company's customers in my opinion. Yeah and you we actually had this talk earlier and you told me that you're a data evangelist and you're not the data scientist right and that's kind of one important aspect as well because you need the data needs to be accessible and it needs to be yeah it's it not just numbers but you have to understand the data. Yeah that's true and you know a lot of people have a lot of data all companies are just you know bunches of data and they're collected you don't really know what you want to use them for and then there is a layer between you as a user and the actual data it's locked behind the some systems you don't have access to you don't understand it and they might be in different systems and if you try to combine it you end up in an excel spreadsheet then you do a lot of data mining and in the end it becomes slow and it becomes a threshold for anybody who's not this data scientist to work with them. So our experience is that you know we spent 30 years plus creating what we call a pretty good CRM system but it's for now that we can enable a tool that allows people anybody in the organization to find these data combine the data because the system has created the structure they mined the data so that I can use it and that is a pretty you know that's important for any tool because if you can master that then you can make magic with the data for the organization. Yeah so you need the culture as well I'm guessing to kind of make to work successfully with the data. Yeah yeah and culture is a key word here there was another story I heard from a customer and he said that you know in order to create this culture to to add stuff into your systems he said that you know if it hasn't happened or if it's not in super office or it's not in your CRM system it hasn't happened and you know sales organizations you know if you if you get a lead and you thought that well this lead I've been working on but you haven't added that lead in the CRM system you haven't added any activities on it then anybody could take that lead and this creates a culture if if you start you know showing data from your systems in a sales meeting or in a board meeting and if you show systems or show the data then you know that you have to rely on the data so that's also a tool to become more data driven and become more data quality driven. Yeah that's a great input. Yeah and that's where I use this word democratized data you know it's just not for one or two persons it's actually for everyone. Yeah that's very important so that brings me to the next one like why should companies become data driven why it's so important I mean it's a it's a buzzword a lot of people are talking about data and a first year survey said that data driven organizations are 162 percent more likely to surpass revenue goals and 58 percent more likely to beat their revenue goals than non-data driven counterparts and that's I would think that's a great reason why you should work more data driven right what are your thoughts on this? Well I think that in a sense if you are data driven and you measure things in your company then you have then you set goals and if you set goals and you have an organization that tries to find out what should we do to reach the goals then I think you're in a good state of actually reaching them instead of you know going a little bit this direction and then a little bit the other direction so I'm not surprised by these statistics at all but I also see that a lot of companies you know they have their top line goals maybe some profitable goals and that's what they focus on like sales and sales budgets and then they don't really know why they don't reach it or why they did reach it and you know maybe companies are good at setting goals on the top level but what about trying to find the KPIs that is directing you towards reaching these goals and I think that's an improvement point for many companies breaking down to to sub-goals so that you actually can visualize what you do in order to reach the the big goals so I think that's a that's a natural second step when you try to to go into this data driven world an example an example could be you know a sales budget and is high or low or whatever normally the thing is that it's always higher than last year but what do you need to do in order to reach that goals you need to break it down it means that well how many prospects do you need what is the average sales or order that you have out what's your hit rate close rate and you know if you build it down that actually takes it into how many meetings you need every week in order to fill that main goal down the line and in order to reach that you need to measure it on a regular basis so that you can see that what you do generates the right results in the end and if it doesn't do then you have to change your tactics yeah and it helps you to set realistic business goals basically and like not rely on your gut feeling so you have something concrete to work on yeah and you might say that you know typical sales department is that you have five or 10 or 15 different people and if they all sort of they all have the same goal but they have different ways of getting there and and that's why I think some of these customers who have success in this way they they discuss what it what it takes to get the whole organization there instead of five people in experimenting then you set the the process right and then everybody goes in the same direction and then you can see that it works it makes it scalable in a totally different way that if you just let people do whatever they want and then in the end hope to reach the the goals that the company have said yeah but it also it's easier to measure what works and what doesn't work in that process that is true and I would think like another thing is you can better understand the customer experience and how the customers behave and also track performance so you get better control yeah you can and that's you know what I mean by breaking down what it takes to have a good customer experience it means for instance that in a customer journey you should have with their biggest customers you need to have quarterly business reviews maybe and then if I'm a sales person I can easily track which of my VIP customers have not yet had this review and by measuring this then I can easily be on top of every big process because good customer service doesn't mean good service for everyone you need to split it up you need your top top accounts need to have more relationship-based activities and your smaller accounts might be more automatic and based on self-service and stuff and I know being in a sales department and being a sales guy you have so many things that you can think of that you really need to be in front of what matters the most and that's where also if you if you're tracking your data and controlling your data that can pinpoint your day you know or week or month yeah and you also introduce the the kpi dashboards internally in super office and you talk about white space that's another benefit of working data driven right yeah that is yeah yeah that's that's interesting because you know in a normal CRM system you talk about quotes and opportunities and you talk about activities and meetings and all that stuff but you know most companies also have ERP systems and in ERP systems that's where you track what you sell to your customers and most companies they have more than one product and if they have more than product their customers can need then you really need to understand what are the white space the products we have that our customers don't use that they would benefit from and if you put these things into the system as well that means that when I talk to my customers or I prepare my next qbr meeting with them I could easily understand you know you're in a typical business we have other customers in this business and they are using this and that and I can argue a case where it would be beneficial for this customer to to use some of the other products so you need to be considered a resource or a person who wants the best for their customers right you're not here just to sell your products because you can reach your targets that's secondary to what actually brings the customer value and helping your customers to grow will in the end help you as well yeah it's a great influence and you can also you can always use your database I'm guessing to find these these opportunities but working more and more with data you get it's easier to pull out in both reports and dashboards and this is what we can start working on right away yeah you don't have to wait wait for your data scientist but you know if you have some pre-prepared stuff and then you can analyze your own own thing but I think the best thing would be you know talk to your peers talk to your sales department think in a common way because it's too easy for people to be oh I want to do this I want to do that but if you share your thoughts discuss have hypothesis test them out and then it becomes more interesting to work in a sales department and you feel that you what you do and what you ask silly questions are good questions are benefiting the whole team yeah it's great so that's brings me to another one which is um what's because it's another thing people usually say they work data driven uh or they collect data uh but I feel like there's many people still maybe feel a little bit anxious to introduce this to the whole company and working really data driven so what's holding companies or people like do you have any ideas well I guess there are a couple of things that strikes me because of course lack of time is always an issue you know if you talk to people about this they never have time and and it's like you don't want to stop take a deep breath think about what's working and what's not working so so every organization needs time out every once in a while to think where they are in order to improve what they have and where they want to go but I also think that people are afraid of of systems they don't have access to the data they might get an excel spreadsheet but it's not uh you know maybe they have three different spreadsheets and it's it's fragmented uh data and uh you know and I can see you know from our own experience as well that people tend to use just a tiny little bit of systems and then what I say to my colleagues is that you know look over the shoulder of a colleague and see what they're doing and discuss how it can you know because you can do things differently and and then in then in the end you just need to try to sit down and and see what your systems offer and then work with that and you know little data is better than no data and I think that if you if you can present one dashboard in any system that creates the second question and that's what I say when we or see when we implement the dashboards now in a new way in super office that when you present something to a manager or to a account manager on different levels it generates interest right you always get a next question and that's the you know prerequisite that you can always dig a little bit deeper and that way people will understand the impact what they're doing is on the top line for instance yeah yeah and you mentioned a little bit earlier as well that many companies still do focus on like one important kpi only or just top line um and maybe not the influential metrics or activities um that's kind of also I think uh maybe just it's the revenue and nothing else yeah it's the revenue so so that means that you're stuck to your own budget and your own uh you're you know you need to fix yourself uh with your budget but then you know again mature companies they have uh compensation plans that perhaps say that okay my compensation is my sales but it's also my group sales right my team so if it's on my team then I need to help other people uh reach their targets and maybe like in super office if you're a sales person you also get sort of uh compensated by other parts of the organization right so so they all work outside their they work with their own stuff but they are benefited from customers really having success with their products in in different ways and that needs to be measured and that needs to be measured right yeah it needs to be measured otherwise it's not you know it's just good thoughts yeah and you also mentioned that with the the spreadsheets and excel I'm guessing that many still do that and I'm not saying anything bad about excel that's a great tool but it's not very easy to navigate next or a spreadsheet um but many still do and report in excel do you have any tips do you do you think that's uh a focus that people need to shift the way they report yeah and I think that's you know for instance uh visualizing your data on a big screen in the meeting automatically changes this attitude or culture because you cannot hide behind that oh my it's not updated well updated because the dashboard for instance would would show real data live data right so um a spreadsheet you can always it's a week old or two weeks old or something is not updated and then you have to update other things the data is is scattered around the organization if you look at the data inside so when you have a one-to-one if you're a sales manager and you have a one-to-one meeting with their sales person well look into the data don't look on spreadsheets for that matter because if if you look on the data then you will see where the gaps are as well like for instance you will see that um what are the reasons why people buy from us and then you might say that 50 percent of the reasons are not filled out well what's the reason for that because if you got that data point when they close the deal you will benefit from it rather than never having that data updated in the system yeah and that's another thing like maybe data is not connected um so they don't get that 360 degree view um if they live in separate spreadsheets yeah that's true also be one kind of negative aspect of it um that people need to kind of focus more on on collecting and gathering data and democratizing it so it's accessible yeah and then you're on maybe one point where where uh this people think data is difficult and sometimes it is and and you have different quality because you have you know normally when you present data in a structured way then somebody is cleaning up the data tidying up the data sorting the data deleting what is not so if you don't have a system for that it it makes it hard and then you need that resource so if you have a system that helps you tidy up your data it still needs a culture to fill it in but but that's something that you have to work with all the time but but you need a tool that can make it easy or easier to to understand but you have to be interested of course if you're not interested in data then leave it to somebody else yeah so to summarize a little bit and we talked about this like the five steps to to start working data driven is of course the first one is to know what it means to be data driven and hopefully with some light on that today and also I think it's important that you write down what you want to track and improve you need to have that strategic plan and start we can start small but you need to kind of have some small steps written down and also I think it's very important to embrace new technology and processes and being open to new ways of doing things and and also connect things and I'm that's why we're also so fan of being in the cloud because it's so much easier you can use SAP here or we also have another app in our app store called data bridge where you can connect and and really synchronize data and and that's also means that you need to stop storing and archiving everything in your email inbox so you need to kind of you need to be great at actually archiving and updating the serum system or other systems of course if you have more to collect that data absolutely and yeah and also you were in we talked about this about culture you need to disrupt the culture and also kind of focus on what's in it for me like flipping the equation a little bit from focusing on the data solely but also what the company needs to what data do I need to do my job better and to to look for new opportunities and to up my sales game for example and and what problems can I solve with data and for that you also need updated data right you need to know what kind of data you need in your daily work yeah and and just a comment there just an example would be if I'm a sales person right it then I would really like to know if I have 100 customers I'm responsible for 100 customers I would really like to get insight into you know what are they talking to customer service or support about and it's not that I'm minding or digging in but you know if I see a trend or my biggest customer they have problem on support you know then I can maybe intervene and help in doing that and that means that support and me as a sales or consult we're all working together and it's not that I have to ask for a report I can just see it right there in the system yeah so it helps again the customer to to be taking well care of by any any company yeah it's a great input and also finally the start simple right you need to use simple standard dashboards and reports and you can build upon that as you go and introduce more data to the company and once your company is comfortable working with data you can also take it to the next level by customizing more dashboards more finer details and get better insights and control and I've made just a short introduction not to super first but how we can use dashboards and the data that's inside the CRAM system to give you some inspiration how that might look like and so we're just going to show a short video now to see how that might look like and we will jump off the screen for a moment and then we will come back on in your CRAM system usually have tons of useful data and customer history and in super first you get dashboards so you can quickly get started and get that overview of how your business is performing and you can create dashboards from scratch or you can use readymade templates and today I will show you some examples of essential KPIs you can measure in your CRAM system and as you see here we have different dashboards set up so this one KPI dashboard is our most important KPIs and this is for the whole organization and it's more high level but we can also make one for the sales team or we can make one for each individual salesperson so that we can break down goals and they can work towards their specific targets but let's focus on the KPI dashboard now so the first dashboard is value of sales by source for the last three months and this is great to understand where our sales are coming from and as we can see recommendation is by far the biggest contributor and then we also have win loss rate by source and to the right here we can see the closing rate per month we also have average deal size per month and of course sales year-to-date next let's take a look at customer activity so you can get an overview of new forgotten and lost customers to the left we have a dashboard showing companies without activities the last three months so when we register activities in super office like phone calls and meetings these are linked to companies so if we haven't registered anything the last three months for specific meeting types or specific company categories like A, B and VIP customers this will show up here and it's quite alarming if you have 14 VIP customers without any follow-up so you can take immediate action here and schedule phone calls we could also see new customers registered this month and lost customers this month this will also give you your turn rate and then we could take a look at customer experience with net promoter score and customer support performance so for those that use super office service to handle all incoming requests in one place that categorize prioritize assign and process tickets in super office we can see some important KPIs here and the first is average number of messages per request and as you can see here this is per month and we want this number to be as low as possible because you want the customer to have a great experience and usually we want to try to avoid the flip-flopping and messaging back and forth and the next is average time to close and this is also an important KPI to show how effective the team is working we can also see how satisfied our customers are with us as a business with average MPS score and we can also see MPS detractors per month passives per month and promoters per month now that was some examples of essential KPIs but they're still too missing so let's go back up to sales performance we will add some new ones here so I will go to an add a new tile and as we can see here we have a set of templates that we can add directly so I will go to sales and here I can search from the list or I can search here so I can add my pipeline the next three months actual amount weighted amount by sale type or total pipeline value so I will add by sales type and it will add directly here to the grid so here I can see my pipeline the next three months by sales type sale to existing customer and sale to new customer and I can also drag this to make it bigger now we can add a new one and we can add from a template or we can also add one from scratch but let's add group revenue this month we can go in and change the dataset and the layout of the dashboard so here I want to see sale this year I will remove the user group and I will add only sales to new customers or prospects we can add a sale type and then we add a sale to new customer then we can continue to the layout and we can add it as a column chart and we want to also compare it to period previous year then we can add a title and save we can adjust the tile and we're done so now we've seen some essential KPIs you should be measuring in your SRM system and also how easy it is to set up dashboards and super offers there was some examples of KPIs we can use in super offers with our dashboards but to get there we also need to know what to measure so you need that plan you need to collect the right data and for that you also need to set up the system and the fields and activities to show these kinds of data because it's easy to convince yourself that you need to measure everything as we mentioned before so as Christian you've made some great dashboards in our own internal systems for both consultants and for our account managers do you have any tips on how and where do you start with your SRM system and the data you find there well first I have to give you kudos for the dashboards you created in this video and it just reminds me I think we nailed a pretty cool way of doing this and you pointed out two things you need to understand the data set you know what are the data and there are different sources there and then you have to easily define how do you want to look for the user and you can mix the match this very simple so you can it's easy to design and redesign and make it yours on the fly here but I think that you know how where do you start I mean if you look at the customer journey everybody's talking about the customer journey and it starts in marketing right you want to get some mailings out there you want to do some forms you want to you know connect customers early on to get some interest you can also do that for existing customers you have to categorize customers and prospects for instance and then what are you doing with these well then you have some activities it could be forms it could be meetings it could be different things that you do with your customers and you need a workshop in my opinion gather somebody in marketing somebody in sales somebody customer service that knows the journey together and then map it all out in steps and most likely you have done this when you implemented any system you might revitalize it and then try to check out these data points how do they show up in possible dashboards and using dashboards or data is an ongoing journey we see some customers they contact us every year because they change their strategy and tactics and they want to have the system to mirror what they do and then we have other people who most likely do the same thing but they don't reflect it in the in the CRM or their systems because it's too cumbersome or it's we don't know what to do nobody's responsible they quit or whatever but you really need to it's a muscle that you have to train and you need to get these things working together bit by bit so so I think that's a good part and then you know if you if you try this out and start very small start what are the most important thing that you could show when you visualized customers who have not had activities for instance I mean that would be a no-brainer to to okay if I'm a sales guy I'm going to call one of these customers every day until that list is zero and you will have a fun time because you talk to people they will be surprised by somebody's caring and talking to me and wondering how I'm doing and then you can check that bucket off and then you go on to looking at your pipeline and how can I move my pipeline further down down the line use data for that as well and then you know when they are a customer what touch points do we have do they have a support request that is not answered what type of support request make that easy categorization as well and then you can sort of find out what are they talking about what are they caring about and then trying to change your business to to reflect those things you need to make it easy to be a customer yeah good point yeah and also it's about the culture again right because you need to use this data you can have your personal dashboard but it's a great thing to to show in meetings and like on a big screen and like stop using those excel sheets that's sent via email and start using what's in the serum system yeah yeah so next time next time somebody tells you or asks you or comes up with a good idea and then you can actually challenge and say hey how do you know that what does our data say you know because if you have data small data it tells you a lot that you can act on yeah yeah so when we talked about this with the activities I think many do register this and and it's so important because if a person quit right and it's not in the serum system it's it's very important that you have that culture that everyone knows do you need to update the data and also what type of data it's needed so that everyone's aligned on that so it's just you don't just collect data but the right type of data yeah I think that's good like you said with the the mini workshops right you need to start mapping out your activities and your goals and then you need to update the system to reflect that yeah and most most and if and my point is that just imagine if you if you already use super office but you don't use dashboards I mean just mapping what you have is a fun exercise and and normally I said show me your contact card company card you know and I will tell you what kind of salesperson you are now show me your dashboard and I can tell you what kind of business you are so you can really just do it very simple like you did slice and dice and then have great conversations with one sort of tile and you will be surprised and amazed you have a lot you have you have a gold mine already so just make sure that you can start getting it out get that first thing going yeah and also you can review later on and you can change either you like you said people change processes or you you kind of are more aware of what kind of data you need you can start adding more and more dashboards or data sets right yeah definitely great hmm so I think that's a wrap for today I think we talked about like how why should you work more data driven and how can you start like the five steps to be more aware of how you can work data driven to disrupt the culture and also start simple right and also tips to to leverage your service system because like you said it's a gold mine you already have a lot of great data and then you can just add more sources and do you have any more tips final thoughts on the topic well I think that this is a thing that you just need to get started you have to think with yourself that yes I can do it and if I cannot do it I just do try try it out nothing is disrupted with their database you can you know add and create and delete so but but always try to get a colleague maybe your manager or something to discuss what are we actually looking for maybe you if you're the responsible person here in your company try to sit in on your next management meeting and what are they talking about how can I sort of visualize this with the data because there are so many interesting points and and think about it in terms of how can I document whatever we do with with data then it becomes interesting and people will get interested in being data driven as well so it's um yeah it's it's not a silver bullet but it's a really important tool to be able to develop your company in the right direction yeah that's great so what's next for for everyone that's that's wanting to learn more about the topic and that I would suggest you read our blog we have a blog that's not focusing on CRM in particular or super office but it's what's happening in the business the the market and a lot of great tips and research on different topics in sales marketing and service so that's a great tip if you want to learn more also reach out on LinkedIn if you want to chat with us and of course Hans Christian I'm guessing you're open to have a conversation if someone wants to talk more about the data yeah definitely LinkedIn as well and reach out and and also we have great serum experts on our team that can talk about your serum strategy if you want to discuss how to get started with data and and also implementing this in your serum system and also we will follow up with some more relevant content on this topic that we will send by email so also check your inbox so that's the wrap for today and thank you for joining and this talk about the data driven and how to start and I wish you all a super day and thank you Jose great thank you bye bye bye