Doug's Digital Transformation Journey: Training Leaders Across the Organization

Improved technology and processes gave access to data that never existed in the past. WealthArrow’s top leaders were going to need training in how to use data to generate insight and take action based on the data. Doug and B|G spent the next several weeks hosting training sessions with managers and leadership in each department to ensure proper understanding and integration of the development work that had recently been accomplished. Given the fact that Zarro was the central source of all customer data, B|G spent a large amount of time in these sessions focusing on the integration of WealthArrow’s new and improved CRM, Zarro. They detailed all the new features the employees would be utilizing, including how to create new dashboards, access additional customer data in Zarro, see marketing information such as email open rates and website visits, track service calls with customers, and access Zarro on their mobile phones. Most leaders enjoyed these features, as it allowed them to understand all the interactions with their customers.

Some of the organization’s employees were less enthused about the new data and functionality they were receiving. They had gotten used to the old way of doing things and were nervous about making the switch. Many of these employees had long tenures with WealthArrow and simply felt out of touch with the digital world. For example, Steven, a sales manager in Annuities, had a stubborn attitude going into his training session with Doug and B|G. However, he quickly learned that with the new CRM, a lot of the problems and headaches he dealt with on a day-to-day basis would soon be gone forever. Steven hugged Doug as he looked forward to a simpler, more organized, and more efficient workday.

Throughout these training sessions, Doug and B|G made it clear to the employees that the main reason for this digital transformation was leveraging data so that they could do their jobs more effectively. Employees at WealthArrow were well on their way in understanding the importance of data and how they would be using it to take the organization to the next level. In addition to learning the basic functionalities of Zarro, employees were introduced to a universal process in using data to find insights, create hypotheses, take action to improve customer experience, and test their results.

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