Posted by: eliz_beth | April 17, 2012

Why I’m going to Cloudforce

Next week I am heading to Cloudforce DC with fellow MVP and friend, Amber Neill. We’re taking the train (go green!) and of course made sure we’re on one with wi-fi available. Why are we taking the time to attend a one day event in our nation’s capital? And why would our employers encourage us?

1- Community. I know I say this a lot, but there is nothing better than the community spirit with Salesforce users. When you’re like me and the only person who understands the nuts and bolts of Salesforce in the office, the opportunity to talk shop with others is always welcome and beneficial.

2- Knowledge. I knew before they posted the sessions that I would be able to leave DC with new knowledge about Salesforce. Now that they have posted the sessions, my problem is trying to decide which to attend! Salesforce is committed to sharing the knowledge needed to utilize their systems. They want you to push the limits and find new ways to make the platform work for you to improve your business. In terms of coloring in the lines definition of thinking, Salesforce draws some dotted lines for you to get you started, then offers an eraser and cheers you on to move those lines wherever you want on the page.

3- Inspiration. I love hearing Marc Benioff speak. He is always inspiring and renews my spirit and enthusiasm for working on the platform. He will not be speaking at Cloudforce DC, that will be Vivek Kundra, EVP of Emerging Markets at Salesforce.com and former CIO of the United States. I’d looked forward to hearing him speak at Dreamforce last year but he was unable to attend. I’m certain it will be a great keynote, long as he refrains from #nextslide we’ll be tickled I think!

4- Connections. I get a ton of, well, spam emails pushing this product or that service for our Salesforce org. The Expo at a Cloudforce is a great way to connect with potential partners and vendors, get a face to face meeting with them to discuss their product and see if it will be a possible fit for your instance. It is also beneficial to hit the official Salesforce areas to see how you could expand your use of Salesforce, see a feature you may be considering turning on, or get ideas on how others use the platform.

5- Happy Hour. After a long day where you’ve learned a lot, a last opportunity to share what you’ve learned or just hang out with some interesting people is always welcome. Come join us at #CloudforceDCHH to wind down before heading home or back to your hotel!

I can’t wait to attend Cloudforce DC and hope you’ll be joining us! Cloudforce is free, so especially if you’re in the area, come on over and check it out!

Posted by: eliz_beth | January 31, 2012

Salesforce Valentines 2012

Two years ago I was introduced to Salesforce.com.
A year ago I wrote a post about my Salesforce Valentines- the members of the Salesforce community who had helped me so much my first year and had welcomed me into the community. Another year has gone by and it has been great. I was honored to be selected as a MVP, presented at Community Conference, met tons of more community members through the Dreamforce app, and built lots of exciting and cool features for work in Salesforce.

In my life before Salesforce, I was a data junkie. I loved creating and running reports- didn’t matter what the question, if I could get access to the data I was figuring it out and finding where we needed to improve or where we were excelling. I admit to feeling my hands were a bit tied when it came to reporting in Salesforce because I couldn’t report natively on such a simple thing as “give me all accounts with opportunities and call reports (a custom object we use)”. In order to pull it off I could run a report on accounts with opportunities, a report on accounts with custom objects and hope for the best when looking or export to excel and play with the data more there. When you’ve used solid reporting tools before, you really do not want to go back to hacking things in excel. Not only is it just frustrating, it’s easy to make a mistake. One of my goals for Dreamforce was to start looking at options to get around this reporting issue. There’s lots of great companies ready to help you – I’ll mention GoodData as one- they were very helpful and quick to answer any questions I had. So there were solutions that would help us, but I honestly wished Salesforce could handle this on it’s own.

At the Analytics Roadmap session at Dreamforce, I found out they’d been working on doing just this. I don’t think you could have found a more excited group of people than those of us in the room who were cheering and tweeting about the news of what *safe harbor of course* was coming.

So we decided to wait and see what Salesforce would come out with officially. I was thrilled to see various ideas being marked coming in next release on the Idea Exchange. Finally!! Then I found out it was coming, in Analytics Edition, for a price that quickly took it off the table especially since we had just upgraded our licenses to Unlimited Edition.

Talking to others in the community, seeing various posts and tweets and comments regarding how others agreed this was needed core functionality I did not feel alone. I watched and participated as things continued, stayed in touch with my account executive, and thought various Salesforce reps had good points into why they were going with an Analytics Edition format instead of including it into the regular licenses. I was really impressed with the passion behind those who expressed their disappointment with the decisions that had been made. It could have dissolved into some horrible trash talking or threats even, It didn’t. People – partners and customers and users used their voice via social media to tell Salesforce they were not satisfied with this structure. The moment had come where Marc Benioff and Salesforce had to “walk the walk” and recognize what the people were saying, what Marc’s talked about doing all year. Salesforce had to make a hard decision- continue the path they’d chosen or change their game plan. They could have gone back and modified the AE license structure to better suit the needs of customers.

They didn’t. They actually listened to us, the community, and heard us when we said this functionality is core to what we do in Salesforce, core to what will make our businesses stronger while using your platform. Core to understanding our data and our business better.

Tonight they responded. Analytics Edition – bucketing, cross-object reporting and more– will be part of the licenses. You can read more about it hereAE goes GA for free.

So this year my Salesforce Valentine is you Salesforce.com. For being an example and a leader in this new bueiness world. For listening to your customers like no other company has before. For showing the world it is easier and better to listen to us now than to wait to see what a ledger line item might say down the road.

You’ve got my business, I’m not going anywhere and I’m advocating that we continue to expand our use of your platforms. Thank you Salesforce– I’ll always be your valentine!

Posted by: eliz_beth | January 10, 2012

Review – Salesforce CRM Definitive Admin Handbook

Late in 2011 I was contacted to read and review a new Salesforce book, Salesforce CRM: Definitive Admin Handbook by Paul Goodey. I’m a huge fan of anything that will improve someone’s knowledge of Salesforce and looked forward to reviewing it.

Then I received it. (Disclaimer- I was provided a free pdf version of the book by the publisher. I have no previous ties to the publisher nor to the author)

It’s not a bad book- there wasn’t glaring problems and the information itself wasn’t poor. Without getting into a lot of gritty detail here is my short list of pros & cons:

Pro- I like paper manuals. Sometimes paper just works better for me as a format and I’m about as electronic as it gets.

Pro- Covers a lot of information.

Pro- Found a few things that I wasn’t immediately aware of (didn’t realize you could export reports to the background for example, which would allow you to run reports that would otherwise time out).

Pro- Shout out in the Acknowledgements to the Salesforce community and how great a resource it is.

Cons- Dry dry dry. I love Salesforce and reading and it couldn’t keep my attention like other resource books have (Salesforce for Dummies and The Salesforce Handbook – I easily recommend either of them, note publication dates as Salesforce updates often if coming across discrepancies)

Cons- editing issues. I didn’t read this to check for edits, but sometimes they just jumped off the page at me. For example, when discussing changing a formula to keep it within the limits, the reference is to keep removing the sales tax field sales_tax__c. However, in the example the sales_tax__c field remains the same in both examples and the number of instances for other item prices changes. Very very confusing for someone who may be reading and a beginner to formula writing.

Cons- Omission of important information during discussions. For example: Bravo for writing about the exporting reports but boo for not including the permissions on the profile which are necessary to have once Salesforce turns it on. Lots of what I would consider to be incomplete information for a book toting itself as definitive.

Cons- No addressing of the possible outdated information in the book or identification as to what version the information is based on. With 3 updates a year, you need to have a reference as to when the printed text was valid. Bonus for point users to where they can get updates for the book or at least see the changes coming to Salesforce.

Cons- Shout out omission in the acknowledgements. The Salesforce user community has two core groups– the Force.com side for developers/coders, and the success site Answers group which focuses more on questions posed by typical administrators. For a book written with the intent of being for administrators, I’m puzzled why the main administrator site is not mentioned – success.salesforce.com/answers. Additionally twitter is mentioned but no reference to where/what on twitter. No discussion of the official Salesforce handles to follow or how to best ask for assistance with the #askforce hashtag from the community.

Overall, I can not recommend this book without major reservations. It addresses only Enterprise, Unlimited, and Dev orgs, noted only in the preface under “What you need for this book”. Listings should make it clear it is not for Professional or Group editions. It doesn’t address/explain the Salesforce update cycle and how you should take it into consideration or find out more about the next release. I also noted that a book which claims to be the definitive administrator handbook was written by someone with only the DEV 401 certification. Having at least the administrator certification ADM 201 would go further in establishing the author’s expertise and credibility, ADM 301 would be best.

There’s nothing in this handbook that would give you reason to purchase it versus simply reading the Salesforce Help provided free with your org. Help provides more details and is kept up to date.

This said, what is really needed by administrators is a resource where they can learn about best practices among other Salesforce users, keep up to date in regards to releases, and create solutions for their issues. For now, after learning the basics, the next best thing in any administrator’s interest is to get involved in the community- through social media (twitter, facebook, linkedin, etc), the official Salesforce site, user groups, classes, Dreamforce, Cloudforce, and if you’re a non-profit, working with the Salesforce foundation.

Salesforce CRM: The Definitive Admin Handbook at Packt Publishing

Salesforce CRM: The Definitive Admin Handbook on Amazon

Alternative resources I can recommend:

Salesforce for Dummies – Amazon
— great resource for non-techy types. Note this is 4th edition, published in October 2010, so it is not up to date. Basic principles remain the same and it’s the least “techy” of all the resources.

The Salesforce Handbook – website
The Salesforce Handbook – Amazon
Great resource book – more technical than the Dummies book but easy to read for those ready to dig deep. Doesn’t seem like a reprinting of the Help documents. Authors are well respected members of the Salesforce community.

Posted by: eliz_beth | November 15, 2011

Facebook settings and Social Contacts in Salesforce

So, you’ve turned on Social Contacts in Salesforce.

You know the drill – pull up a contact, click on the social media icon of choice, look for the contact and if you find them, click to associate it with the account. You can pull their picture to use in Salesforce as well- in theory it is a great way to enhance contact information.

That is, until you try it, per my previous post. Twitter is not too bad if the person has their name associated with the account. I’m still dismayed that there is no way to manually enter the handles and you’re forced to search. Which again, works great if they have their name on it but if you want to associate their corporate account it will be impossible to do so.

LinkedIn – see the previous post. I have learned since then the access is LinkedIn’s product. So if you have access to LinkedIn via Salesforce, it comes with all the standard access they provide at a premium. Not sure how I feel about this as LinkedIn would/should have good business-related data, I can’t imagine companies happy to shell out for licenses to tools to make it easier for employees to job hunt. Just a thought.

Facebook – Here’s the big one. I found myself!!! Ha ha! Actually in talking it through with some fellow MVPs, especially Judi Sohn, I figured out why even though I was logged in with my account, why I couldn’t see me.

Basically even though you are logged into Facebook with your valid access to even begin searching, it treats it like a public search. So you can only find those who have allowed themselves to be searched (for example, if you google the name, their account page comes up- not just references to other places they’ve posted on FB). Here’s where it gets even better- you go to privacy settings, How You Connect and can choose Everybody for the first three. Per Facebook and common sense, this should open you up to be searched by anyone in Facebook. So changing this could make me see myself? Nope. I’ve got it set for everybody to search for me. I’ve met a lot of interesting people and gotten back in touch with them due to that setting.

So if I’m set up to be able to be found by users (in theory anyone connecting from Salesforce) why couldn’t I find me?

Because of THIS setting: Go to Privacy Settings again, then Apps Games & Websites. At the bottom is Public Search which is defined as: Show a preview of your Facebook profile when people look for you using a search engine. Click on the edit settings button and it’ll take you to a page where you can check on or off to be included in public search. The exact message is: Public search controls whether people who enter your name in a search engine will see a preview of your Facebook profile. Because some search engines cache information, some of your profile information may be available for a period of time after you turn public search off.

You must have this checked in order for the search to work from Salesforce. I don’t care for this because if it is off, if you’re in Facebook, you can find me easily. I don’t need/want my profile to be searchable via Google. Due to the privacy concerns over the years with Facebook who would want this turned on – I feel risky enough leaving other settings to everybody!

So if you’re trying to find yourself or a contact and keep getting error messages or no results, odds are this is the problem. Which I find very very strange as you’re supplying your user credentials, so you should be able to view everyone you have access to. Otherwise why deal with individual accounts and let admins have a master account to log the instance against if Facebook insists.

And of course, no means to enter in the Facebook profile ID either so you can’t manually enter and test to see if it will work. At this point in time I think you’re 50/50 – it may work if you could force it to go to a profile, but even if you’re “logged in” it may not accept it and still give you whatever generic information is available.

I love where Salesforce is going with social contacts. I love what the information could do for improving customer relations. I just think they’ve fallen short of what was possible with this version of social contacts. While the process they set up is cute, what I would give for standard profile fields users could update directly without question- and have a place on the account records as well for twitter and facebook pages at least.

Hopefully we’ll hear more about what may come in New York City, at Cloudforce – November 30, 2011. Hope to see you there as well- I can’t wait to hear Benioff talking about the next steps!

Posted by: eliz_beth | November 7, 2011

Social Contacts in Salesforce.com

Day 7 of Blogaday November…

I’m a firm believer in social media. Where I work– well, not so much. A few of the gang are signing up on LinkedIn, a few others on Facebook. The market we work in is only recently opening up to the world of social media so I’ve not had requests to add related fields to track any of this sort of detail.

So how excited was I when Salesforce announced they were adding social contacts in Salesforce? Extremely! I looked at it as a way to work with our sales team to give them insight into the competition, into their contacts, into what the word is on the street they’re not standing on directly.

Then social contacts rolled out. *sigh*

I’m not even touching the fact you have to pay to search and link to LinkedIn. That’s on LinkedIn and I’ll leave it that I am not thrilled with their pricing. Especially when you can access and search for free already.

Twitter and Facebook connections are currently free and fairly easy to use in principle at least. After playing with it this morning- this is what I got using myself as the contact, in an UE org:

Twitter – actually I came up quickly in the results. It was easy to figure out which one was me because I cheated- I know my twitter handle and my picture associated with my name. 🙂

Facebook – no go. My profile was not one of the 20+ results returned.

Salesforce has my name, my address, my email address used for the two systems involved, and phone information. From what I can tell, it only passes on the first and last name to the service to search. Which if your name is something unique like Pilot Lee or Dweezil Zappa, great! Odds are it will find you. If you’re like me and have a relatively common first/last name or have an even more common name – John Smith anyone? – then searching from the CRM tool is going to be difficult at best. In fact, if I put my full name that I have on my Facebook account in the search field, it still can’t find me on Facebook! Really?

Social media and social contacts are relatively young, practically newborn in my market. I want them to embrace what social contacts can give them – wouldn’t you like to review a customer’s timeline and get insight on if it would be a good time to cold call them? Frustrating as it is to wake my users to the concept of social media, giving them this tool is going to make it more difficult for them than solving a problem many don’t see as existing in the first place. The tool is too simple and there is no means of bypassing the connector. So if you did know my name as it is used on Facebook and wanted to connect my profile to your CRM instance- it would be impossible. Or you could try and keep refreshing for every Elizabeth Davidson on FB hoping you’d see my profile pic (and praying I didn’t pick that moment to change it). Same goes for twitter- if you have a common name – if their name is used at all with the bio, you’re at the mercy of luck.

Here’s what I think needs to happen to make this a truly game changing component to Salesforce:

1- Someone knock some sense into LinkedIn on their pricing. Really. Especially for those who already pay for their services.
2- Standard fields! There is no where to enter the information directly- you have to use the search and the problems with that I define above. Ideally, you’d have a place to enter the contact’s twitter handle. It would be available as a reportable field as well. There’s individual links for FB users that could be used here also.
3- If the requirement for the user to have their own log in to the service can not be changed, how about making it possible for the admin to set up an account. Think about this:
JimSales has a great relationship with ClientA
JimSales decides to add ClientA’s Facebook account to their CRM
JimSales signs in as himself to make the connection and view it.
(We’ll say he’s successful in finding ClientA)
ClientA has posted something personal, possibly not safe for work
JimSalesBoss comes by, sees ClientA’s highly inappropriate post on JimSales’s screen. ClientA didn’t mean to get JimSales in any hot water, he’s even got JimSales on a private filter and never expected JimSales to see this at work.

See where this gets very quickly? If the client and user have a relationship outside of the work environment, that’s great. But it could lead to some very uncomfortable circumstances even if Salesforce is only showing a feed from FB, not storing the data.

Having an official account which may not have any interactive activity may be the way to go to avoid problems and be able to see accounts consistently in the company.

Just some thoughts on the rollout– again, I love the idea, I would love to have the ability to use this and get my users involved, just the functionality leaves so much to be desired. I look forward to seeing how this develops!

Update:
Thanks to Judi Sohn, we were able to figure out why I couldn’t see myself. There are two settings in Facebook you have to correct to make sure your profile is viewable by the general public. Post coming soon to explain as it’s a bit more than you’d think.

Posted by: eliz_beth | November 6, 2011

Day 6 – Social Media – Customer interaction for the future

Take a look at this blog post by Garry Polmateer on the Red Argyle blog.

I posted a comment there but wanted to make sure this excellent example of how social media enhances the relationship between customers, businesses, and even between businesses (Red Argyle is a Salesforce partner).

It didn’t cost them anything but a couple of minutes of their time.

What can you do as part of your customer relationships to add value with little to no cost?

Posted by: eliz_beth | November 5, 2011

Tip Day 5 – The Evil of Recently Viewed

Here’s the deal. If you are an admin and in charge of supporting and training your users, you will eventually be able to put them into two camps: ones who remember and ones who don’t.

Remember what you ask?

Whenever you introduce someone to Salesforce, eventually you’re going to show them the various tabs. When you click on most of the standard tabs, you’ll find by default, a list of the most recently viewed items related to the object.

The two groups are those who remember this (or pay attention to the screen) and those who do not remember this (and don’t pay attention to the screen). Hooray for the first group because they don’t result in a support call.

The second group though… be prepared for it. This is an area where having a relationship with your users can go a long way. Answering their call when they say “MY ACCOUNT IS MISSING!” the right way will go a long way. If you know your user well enough, you can tailor your response to be funny or serious- because you know as soon as you remind them why they can’t see the account in question it will cause some embarrassment. No one likes to look the fool- if you know you can defuse it through appropriate humor or just putting the user at ease, it is an easy way to make your user happy and more comfortable with the system and with coming to you for help.

Recently Recently Viewed popped up in the changes in Reports for Winter ’12. Luckily for all of us, Salesforce is working on changing this to default to All Items instead- saving admins a lot of headaches whenever you roll out a new report.

Thanks Salesforce! Now, can we please do something for the other tabs too?

Posted by: eliz_beth | November 4, 2011

Tip # 4 – Take advantage of the free

If you’re thinking of getting into Salesforce, you may have looked at taking one of the many classes they offer. I can’t recommend the Adm 201 course enough. It is well worth every penny it costs if you’re new to Salesforce and need to get involved fast.

Say you don’t have the money for the class, or your manager doesn’t have it in their budget to send you. You’ve checked out the links on my resource page, hopefully joined the community at force.com or at success.salesforce.com, and joined your local user group. You’ve got a twitter handle and checking out the #asksalesforce tag to see some chatter in the wild, or joined the IRC channel to learn more.

Did you know that Salesforce sponsors events throughout the year around the globe? On Novemeber 30, Cloudforce will hit New York City. Marc Benioff will present a keynote and there are three sessions in the afternoon with a choice of topics to learn more about social enterprise and life in the cloud. The best part? It’s free! You just have to find your way there! Most, if not all (#safe harbor applies here) Cloudforce events are free to attend. Here’s your opportunity to get some official information to improve your Salesforce education and improve your instance.

I’ll be attending- special thanks to my manager for making it possible as I don’t live in the NYC area. I’m fortunate he understands the benefit of additional training and information. I know I’ll come back reenergized and ready to tackle our next project with new inspiration.

Cloudforce NYC registration link

Leave a comment if you’re planning to attend- would love to meet you and hear how you’re using and growing in Salesforce!

If you can’t make this event, keep your eyes on the Salesforce Events page as they plan something closer to you!

Posted by: eliz_beth | November 3, 2011

Tip Day 3 – Deliver what you Show

Today’s tip harkens back to when we were kids and we’d see a new toy advertised during a favorite television show. The toy could be a truck that seemed to drive over anything on it’s own or a doll who just came alive in her little mommy’s arms. Television made the impossible seem true and until we learned better, many a birthday or holiday was crushed when these magical toys did not live up to what we saw on television or in various print ads.

Everyone has to learn about marketing, few people learn the depths of which marketing can go in the name of producing cool media experiences. Models are sewn into garments, there’s layers of clamps and tape on the back of a dress to get it to fit perfectly, and that awesome looking ice cream is often colored mashed potatoes. Kids learn the hard way the toy that looked so incredibly awesome on a commercial was a different story when they took it out of the box.

When one grows up, one learns about professionalism. Part of being a professional is delivering on requirements, not providing marketing slight of hand. That’s what marketing and customers are for! When I’m told I’ll receive documentation and the preview copies are complete with a great layout and in color, I expect the final delivered product to appear even better- in color and at least collated unless otherwise told to expect something else.

There are always going to be times we may need to show a model of what we’re building, or use a placeholder to show where things are in manufacturing. These are acceptable and no one thinks less of them because they are exactly that- models/placeholders. No one is going to hold them to the final level of detail expected.

When you present something and label it as final version- the customer is going to believe this is your final effort and build their expectations for the product based on the work on this final version. Things go bad when the final version is delivered to the user and it does not look like the final version already discussed. No color? Missing corrections?

It’s a flashback to childhood disappointments again and this time not only are you disappointed in the product, but you paid good money for the results. I’ve had this situation happen recently and was shocked at the end result- where was the color I’d receive earlier? Why is this product not like the preview product? Why am I paying for an inferior result than what was agreed to?

What I’m saying boils down to this– if you show someone color pages, expect them to expect color in the final printouts unless you’ve come to different specific terms. If they expected X behavior from their system and they’re getting Y – either fix it for X or adapt for X1. Don’t promise something without the confidence you’ll deliver it as stated.

Don’t be the negative cruel commercial, failing your audience and taking your business with it. Make sure every delivery is the best it can be and meets your customer’s managed expectations.

Posted by: eliz_beth | November 2, 2011

Tip Day #2 – Getting People to RTFM (read the manual!)

Yesterday’s post brought a comment and twitter comment asking how to get people to read the documentation that you’ve worked so hard on. There really isn’t anything like the frustration one feels when they are asked a relatively simple question if in fact one had read the documentation provided!

In Field of Dreams, the voices whispered “If you build it, they will come”. Well my friend, neither of us is Kevin Costner and we are not playing baseball. Writing documentation just one component of educating your users. Remember in school and how many people did not complete reading assignments? Or just purchased the cliff notes versions or looked online if you’re recently out of schoo, for the synopsis of the material? Exactly. You’re fighting years of bad habits, apathy, poor scholarship, and multi-media presentations versus a seemingly boring old document.
Here’s some ideas on how to fight it:

1- Create a great document. See the previous day’s tips and add to them– make sure the document uses color and is printed in color. Provide the long and short forms (original and Cliff Notes version, we’ll call it the SaaSy version). Spell check it, have someone else edit it for any problems and make the corrections before providing it out to anyone. You know someone who gets upset when they see a comma out of place- use them to strengthen your writing.

2- Consider the media for the document. Having a basic word document is fine and will get your point across. Creating an interactive document will help spurn on learning- they have to interact with the document, your odds are better they will finish it. ramification in effect- or just appealing to the learning styles of the younger generation or apply it as a novelty to the older generation.

3- Get management to stand behind the requirement of knowledge. Management can do this in many ways including pop questions regarding the information, rewards for those who adopt the new information quickly, showing their level of understanding when working with users, supporting you in not giving direct answers (more on this in a minute), and also consider some sort of disciplinary tactic if necessary.
Let management set the tone that your documentation is important and it is expected that all read and understand the information.

4- Don’t answer questions that are directly answered in the document, instead redirect users to the document. Tell them where to find it in the document even (p4, paragraph 2) but don’t tell them what the document says. This doesn’t stop them from going to others and asking them, but if the culture is built where the expectation is each person truly responsible for their own education, this can flourish.

5- Back up your documentation with a webinar or conference call. Taking 30 minutes or less to review the document with the team and get their feedback can be great information to modify the document for higher adoption or to consider for the next project,

6- Beat your users with wet noodles– no no no, that will not work, sorry for leaving it in here…

7- Make sure the documents are not hidden somewhere and are located where users can quickly reference them. In the same vein, make sure users are told they even exist.

8- Add some humor in your pieces– use funny but non-offensive names/places/situations in your document examples.

9- I believe in documenting everything, but recognize that not everything needs to be read by everyone. Make check lists of relative documents to different roles and profiles. Sometimes being given permission to read less than what you think is expected can spurn on reading.

10- Get feedback from the users of your documentation and use it in creating the next form.

No, there’s no magical way to make users read. If there was I think I’d be quite rich by now! Know your product, know your audience, and be willing to try new things to encourage adoption. And don’t be afraid to call them out on not having read the manual. Remember, for those who do take the time and read the manual, it is excellent job security. 🙂

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