This process involved establishing processes centered around communicating our conversion efforts, examining data usage, and dividing customers into groups based on their characteristics to create a roadmap for transitioning customers to a new product over 12 months. The roadmap laid out a plan of action, including implementing dashboards and reports, training our sales team for new roles, implementing automations, and organizing and conducting training sessions.

Our first step was to ensure clear and concise communication tailored to specific audiences, informing them about our conversion efforts. We utilized various communication channels, such as email, text, webinars, social media, and in-person events. We collected usage data, including information on customer logins, feature usage, and time spent on these features. Through thorough analysis, we divided these customers into cohorts and determined which customers would be targeted first. This resulted in creating a transition plan for each cohort.

To measure the progress of specific cohorts and the overall transition, we created tailored dashboards that facilitated the successful transition of over 70% of our total customers. These dashboards tracked user status on both the new and old CRM systems, incorporating a new way of reporting important metrics to accommodate the need for tracking two separate systems simultaneously.

Not only did we migrate their customers, but we also led major design changes and ensured smooth automation rollouts in the new CRM system. We were fully involved in every stage of the process, from testing to deployment, and we trained end users on how to use the new system, following best practices of technology adoption.