An intuitive CRM Application fosters usability and user experience

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Business success today is defined increasingly by the building and effective management of all customer relationships. Successful CRM systems map customer-relevant business processes for sales, …

Business success today is defined increasingly by the building and effective management of all customer relationships. Successful CRM systems map customer-relevant business processes for sales, marketing, and service.

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  • 1. update software AG | info@update.com | www.update.comWhite PaperUser-friendly CRMAn intuitive CRM application fosters usability and superior user experienceCopyright update software AGChanges and errors excepted
  • 2. update software AG | info@update.com | www.update.com 2/11ContentsCRM: Perfect support for business processes 3Professional customer relationship management....................................................................................3From functional to optimal user support .............................................................................................3Users in the spotlight: new qualities of CRM systems 4Experience Management as a success factor .........................................................................................4Benefits and advantages of CRM systems optimized for usability and user experience........................................4Return on Investment ...............................................................................................................5Usability levels and factors 6Effective, efficient, and satisfying ....................................................................................................6Context as an additional success factor for user experience ......................................................................8User-oriented approach for the introduction of CRM applications 9Focusing on the user.....................................................................................................................9The phases of the user-centered design process (UCD process)...................................................................9Analysis & Innovation................................................................................................................9Prototyping & Design ................................................................................................................9Evaluation.............................................................................................................................9Use case for introduction of a CRM application.................................................................................... 10Assesment Phase ................................................................................................................... 10Setup Phase......................................................................................................................... 10Rollout Phase....................................................................................................................... 10Enhancement ....................................................................................................................... 10Conclusion: Strategic view of usability, user experience and user interface design 11This document is a cooperation between update software AG and USECON .................................................. 11
  • 3. update software AG | info@update.com | www.update.com 3/11CRM:Perfect support for business processesProfessional customer relationship managementBusiness success today is defined increasingly by the buildingand effective management of all customer relationships.Successful CRM systems map customer-relevant businessprocesses for sales, marketing, and service.Particularly in competitive industries, it is vital to be able toevaluate your customer relationships at all times in order totake appropriate measures. CRM systems offer idealassistance with this, from initial contact to staying in touchwith regular customers.Operational activities should be supported as well aspossible, allowing for efficient work to be done. Here, high-quality CRM systems distinguish themselves as high-performance solutions that can be adapted flexibly to userneeds and scaled at any time.The paradigm shift from simply collecting data to evaluatingand using it has already been completed. Well-maintainedcustomer and lead data provide a basis for takingappropriate actions and activities.From functional to optimal user supportNew generation CRM systems must do more than just supportand provide tracking of customer-relevant businessprocesses.Optimized usability and a consistent focus on a positiveuser experience are enabled through a user interfacedesign that is well conceived and executed.If these factors are not taken into appropriate consideration,user acceptance suffers. Users do not want to work withoverloaded business applications to do their daily work.Since user acceptance is determined largely by usability anduser experience criteria, these factors play a central role inthe selection and ultimate success of a CRM installation at acompany. Insufficient usability or negative user experiencesreduce the usage rate and the quality of the data, making itdifficult for the CRM application to succeed. Employees mayrecord relevant data inadequately, leading management todraw incorrect conclusions from the employees reporteddata.User-optimized strategies, systems, and processes cancounteract this and help to optimize the introduction andusage of CRM applications. Usability and user experiencetherefore are key factors even during the selection process.
  • 4. update software AG | info@update.com | www.update.com 4/112Burns, M. (2012) The State Of Customer Experience, 2012. Forrester Research Inc. Cambridge, USAhttp://www.forrester.com/home#/The+State+Of+Customer+Experience+2012/quickscan/-/E-RES61249Users in the spotlight:new qualities of CRM systemsUser experience is a broad concept that involves many different factors:A persons perceptions and responses that result from the use or anticipated use of a product,system or service.Definition of "user experience" according to ISO standard 9241-2101One of the most important aspects of the user experience for CRM systems is their usability.Usability is defined as how the user can use a CRM system to achieve specified goals in aneffective, efficient, and in satisfactory fashion.Building on the definition of "usability" according to ISO standard 9241-210Experience Management as a success factorIn the area of enterprise applications, providers try tocombat competitive pressure with an expanded functionalscope and a longer list of features. The trend toward "morefunctions than in the last release" becomes a problem if withincreasing requirements the users needs are forgotten.In contrast to this, the goal is to connect experiencemanagement, the optimal design of product and serviceexperiences with a positive user experience from thepoint of view of the future user.The focus is on users with their ideas, needs, and alsoconcerns. As well in established market segments, productfeatures that exceed standard qualities have a significanteffect on purchasing decisions, customer loyalty, and brandloyalty. Usability, user experience, and user interface designbecome "business tools" that have a lasting influence on thesuccess of a product and represent a significantdifferentiating feature. "Customer experience" refers to howthese concepts are taken into consideration regarding price,image, and customer contact with a company across allchannels.In a current study by Forrester Research "The State OfCustomer Experience, 2012"275% of the companies surveyedname customer experience (on the executive level) as thedetermining factor that companies want to use to distinguishthemselves from their direct competition and all companiesin each industry.Benefits and advantages of CRM systems optimized for usability and user experienceThe optimization of the usability and user experience of CRMapplications requires the systematic deployment ofappropriate measures as part of a user-centered designprocess (see page 9). These measures represent investmentsthat must pay off in the medium and long term.Recommendations call for investing at least 10% of thedevelopment budget in usability activities.Key performance indicators (KPIs) are defined to facilitatequantifying the results of optimized usability or userexperience. The return on investment (ROI) in userexperience measures can thus be made "visible" in thechanges of the indicators even in the business context.fig. 1: Experience Management/Source: USECON1ISO 9241-210:2010 Ergonomics of human-system interaction - Part 210: Human-centred design for interactive systems. ISO, Geneva, Switzerlandhttp://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=52075
  • 5. update software AG | info@update.com | www.update.com 5/113Nielsen, J. Usability ROI Declining, But Still Strong http://www.useit.com/alertbox/roi.html (called up December 2012)Return on InvestmentThe question is what return on investment (ROI) can beachieved with respect to the various KPIs. In long-termstudies, the internationally renowned Nielsen Norman Groupshowed that a deployment of approximately 12% of thedevelopment budget for usability measures results in anaverage increase of 100% in the KPIs.3Generally, there is a distinction made between internal andexternal ROI drivers. Internal drivers have an effect "withinthe company" (e.g. on the companys own employees,structures, and processes) and external drivers have aneffect "from the company on the market" (e.g. oncustomers, sales, support, and training).Internal ROI drivers» Increased user productivity» Fewer operational errors» Reduced training costs for the company» Savings in development thanks to iterative design» Reduced need for ongoing user supportExternal ROI drivers» Increased sales figures and greater customer satisfaction» Reduced customer support costs» Savings in development thanks to step-by-step design» Reduced training costs for the customer» Increased perception of company value(image, branding, etc.)Positive ROI drivers in the CRM enviromentIn the CRM environment, the following, among other factors, are regarded as positive ROI drivers:» Quick user acceptance on introductionA new CRM system that is planned and integratedaccording to user needs enjoys greater acceptance thanan out-of-the-box system when introduced at acompany. Even companies in the same industry are toodifferent for one-size-fits-all solutions.» Higher rates of useAs a positive consequence of acceptance, usage ratesand the usage of the software increase. The rejectionrate can be reduced to a minimum with good usabilityand user experience. Over time, the CRM application isnot regarded as a tiresome task, but as a tool thatimproves a persons own performance and makes dailywork easier.» Improved data qualityFrom the point of view of a company that deploys aCRM application for customer relationshipmanagement, faster acceptance and higher usage ratesresult in better data quality. On this basis, employeescan make business decisions that suit the situation andhave a positive effect on their companys success.» Reduced error ratesThanks to a user-oriented user interface design, errorscan be minimized. This, in turn, has a positive effecton the data quality and on user satisfaction.» User satisfactionIn a typical business setting, employees often use thesystem for many hours a day. The concern is not tosuggest to users that CRM applications are pureentertainment like using a game console;However, for users acceptance and identification withthe tasks assigned to them, the CRM system must havecertain hedonic qualities. This means that use musttrigger a good, comfortable, and desirable feeling inthe user. Factors that have a positive effect here are,for example, a professional and modern design, roomto interact, and personal identification with theproduct.» Less training required thanks to intuitive operationIf the CRM system offers patterns of interaction thatare familiar to the user (e.g. existing processes, similarsoftware products, etc.), the learning curve is noobstacle. New functions are perceived as intuitive.From the companys point of view, the advantage isthat little initial training and less follow-up training isrequired. This metric is of interest not only todepartments with a high employee turnover rate, butalso for each new introduction of additional functionsin the CRM system.» More precise depiction of business processes withguided processesIn addition to sophisticated design, clear guidancethrough the CRM application is one of the mostimportant benefits. Users do not want to have to focuson the user interface. They want to update customerdata, enter data from a sales appointment or create anew offer. In short: they want to perform their taskseffectively and efficiently. Only if business processesare mapped as usual will users be satisfied, theappropriate data will be input, and the system will beused.
  • 6. update software AG | info@update.com | www.update.com 6/114Hannich, F., Jenni, C., Beerli, B., Mandl, T., Rüeger, B. (2012) Swiss CRM 2012, Use and Trends in Swiss Companies. ZHAW School of Management and Law, Center forMarketing Management. Winthertur, Switzerlandhttp://www.zhaw.ch/management/zmm/forschung-und-entwicklung/studien/swiss-crm.htmlUsability levels and factorsFrom the consumer products market, it is known thatcustomer requirements of products can be summarized thisway: "easy, clear, quick, intelligent, and sophisticated." Apure technical function shouldn’t be a “nice to have,” itshould be included standard.Users take their positive experiences with online shops,search engines, Web mailers, and social media platformsinto their workplace. They make similar demands for theoperation of software in the professional environment; thisincludes the CRM system.Effective, efficient, and satisfyingIn a study released in 2012 by the Zurich University ofApplied Sciences about CRM use at Swiss companies4, studyparticipants were quizzed about CRM problems. As of 2011,the main problems (multiple mentions were possible)included the topics "no clearly-defined CRM processes"(40.4%) and "no detailed and maintained customer data"(35.6%). It is clear from these insights that designers of CRMapplications must not just consider these hurdles, butactively work to overcome them.The criteria listed in the usability definition (effective,efficient, and satisfactory) therefore play a significant rolein CRM applications.update.CRM leads you step by step through your business processes thanks to:» Clearly defined start and end points» Visualizations of complex processes and graphical depictions of process steps and metrics» Visualizations adapted to the progress of the process» Configurable prerequisites, which must be fulfilled by the usersin order to reach the next process phase» Orientation according to guidelines for all of your business processes» Self-explanatory user interface requiring less training,but resulting in better data quality and fewererrorEffectiveness means that users must be able to performtheir tasks with the system. CRM processes are oftendetailed and complex. To be able to make the rightdecisions, users need context-related information at theright time, in the right place. Systems that should supportthese processes often offer a broad functional scope. Usershave to learn to select the appropriate functions in eachstep in order to perform the given task successfully. Theuser interface (graphical interface of the application)greatly contributes to the users success.The criterion efficiency becomes especially notable whenthe concern is completion of tasks that occupy many usersfor the majority of their time. Non user-optimized CRMsystems contain considerable "productivity killers" at thesepoints. This idle time is often just a few seconds, butmultiplied by hundreds of users in the organization, there isgreat potential for optimizing the resources deployed. Aclear mapping of processes and clear structures are essentialstarting points for employees improved performance.fig. 2: Definition of Usability/Source: USECON
  • 7. update software AG | info@update.com | www.update.com 7/115Peppers, D., Rogers, M. (2010) Customer Experience in Retail Banking. Efma and Peppers & Rogers Grouphttp://www.efma.com/index.php/content/publications_studies_surveys_efma/detail/EN/1/262/1-8NYN3The satisfaction with a system expresses to what extent theusers identify with the tool they use every day. CRM systemsthat from the very first day of the "go live" provide apleasant user experience have a higher acceptance rate andrun less danger of landing on a "technological dead-endstreet”.Users satisfaction is best revealed by recognizable benefitsof the CRM application. Benefits in the CRM environmentdefine whether users gain insights from the long-term datain order to take appropriate steps.An example of recognizable benefits is obvious in service-intensive industries such as banking where there is a lot ofcustomer data that often is collected over long periods oftime and for all phases of a customers life. The benefit forthe user in this type of industry is the greatest if the CRMsystem transforms the data recorded into insights that canbecome the bases for decision-making. The study "CustomerExperience in Retail Banking" by the Pepper & Rogers Group5indicates a particular need to catch up here.Progressive CRM solutions that fulfill these usability criteriaare focused on users actual needs and assist especially withthe following three aspects:» Clear mapping of the processes in the system (usergoals, flows)This is how established business processes andformulated workflows are supported as well as possible.Users find their usual procedures for real customermanagement reflected in the CRM system.» Clear structure of the application (information,functions)Users can orient themselves quickly in the various stepswith the functions they need available when they needthem. The names of process steps, functions, andnavigation elements should also be tailored to acompany’s specific industry. Users of the CRM system canthus learn quickly and move in a world of familiar terms.» Appealing user interface design (User Interface)In addition to clearly-mapped processes and clearstructures, the user interface elements make anessential contribution to easy operation. The correct useof buttons, links, tabs, icons, etc. helps users make theright decisions. In addition, errors are avoided and tasksare performed more efficiently. With the formation ofvisual hierarchies (emphasis of elements through sizeand/or color), operating elements can be prioritized inorder to support the task flow.The Top 3 optimization pointsupdates new CRM generation has been optimized with respect to these criteria, with afocus on the following three aspects:» Goal-oriented guidance through complex work processes» Clear navigation across different functional areas of the application» Easy finding of information and its structured displayfig. 3: Screenshot process framework update.CRM/Source: update software AG
  • 8. update software AG | info@update.com | www.update.com 8/11Context as an additional success factor for user experienceEspecially for CRM applications, the context in which thesystem is used is decisive for its design. Essentially thefollowing are important in distinguishing context: thetemporal, spatial, organizational, subject-specific, andinfrastructure dimensions.For example, the usage scenario "office" differs significantlyfrom the usage scenario "on the road" or from an advisingsituation "on-site at the customer." Depending on thephysical context, users need different information and theyhave different ways of accessing the data they need.The update.CRM Suite offers the right CRM solution for every situation:» The Web-based main CRM application for update.CRM» Mobile CRM for the road» The CRM.pad, a native iPad application, for the sales team» Plug-ins for avoiding a change of application» Various connector solutions for optimal incorporation into your systemThis means that the display of the data must be adapted tothe end user device in question. With their large screens,desktop devices offer different display possibilities thantablets or smartphones, which require reduced or otherdisplays due to their smaller screens. In the mobile CRMenvironment, visit preparation and the dashboard with theessential information are two key uses.But the industry in question is also a user context. The needsof users in manufacturing, construction and constructionsupply, financial services, and in the life science andconsumer goods sectors overlap only in part and eachrequires a different CRM industry solution.update.CRM relies on 25 years of industy experience and, thanks to ist wealth of industry-specificexpertise, provides the best possible support for your business processes:Industry Life SciencesFinancial ServicesConsumerGoodsfig. 4: Product overview update.CRM/Source: update software AG
  • 9. update software AG | info@update.com | www.update.com 9/11User-oriented approachfor the introduction of CRM applicationsIn practice, the needs of actual users and the use contextare often considered very late, and then not all of theinsights flow into the decision to buy or adapt a CMS system.For this reason it is important to include users from the verybeginning, as well as during the various stages of systemdevelopment. Experienced managers therefore focus on theusers during development in order to develop products thatare optimal from the customers point of view.Focusing on the userIn order to design the usability and user experienceoptimally on all levels, various questions must be answeredin the course of developing systems:» What users (groups) will use the application?» What tasks will the users perform?» In which context will the application be used?» How are workflows mapped optimally in the system?» What functions are required for optimal support?» How should a user appropriate interface look like?To find appropriate answers, it is important to incorporateusers right from the beginning of system development – aswell as during the various stages of development – into thefive phases of the "user-centered design process." Asignificant characteristic of this procedure is that the variousphases can be run through repeatedly if necessary. Optimalresults for the various user groups are possible this way. Atthe same time, the resources allocated for theimplementation are deployed in a goal-oriented fashion.Theuser-centered design (UCD) process can be expressed in anyprocedural model, whether a strict waterfall model or anagile procedure such as scrum or extreme programming.The phases of the user-centered design process (UCD process)Crucial for success is the selection of methods in the phasesof the UCD process. The right mix of methods depends onthe requirements of the project in question. The earlyinclusion of all stakeholders into product development isalso crucial, so that the different perspectives andrequirements can be addressed. On the development side,this includes the departments, the developers, and thedesign; on the user side, the various user groups.Analysis & InnovationDuring the analysis phase, the user requirements and goalsfor the use of the system are gathered. In the innovationphase, the users requirements serve as the basis forconcrete ideas. In this phase, experienced users can makean especially valuable contribution to the initial integrationand later enhancement of a CRM product. The users manyyears of industry experience and extensive practicalknowledge offer great potential for product innovations.Prototyping & DesignIn the design phase, solutions are suggested for the interfacedesign to be developed or optimized. Designs can be theform of screens and rough or fine concepts. In this phase,expert-based methods (e.g. usability reviews) are also usedto incorporate realtime feedback into the design.EvaluationFinally, in the evaluation phase, the users feedback iscollected and the success of the user interface is evaluatedthrough usability tests. Thus, clear statements can be madeabout the strengths and weaknesses and concreterecommendations made for improvement.fig. 5: User-centred Design Process/Source:USECON
  • 10. update software AG | info@update.com | www.update.com 10/11Use case for introduction of a CRM applicationThe integration of high-quality CRM solutions also profitsfrom the user-centered procedure described above. In thiscase, a step-by-step introduction and continualenhancement of the CRM system secure long-term success.The focus of the integration is on the requirements andneeds of future users of the CRM System. Crucial for thesuccess of the project is that it is managed by an industryexpert who can incorporate experience from similar projectsinto the current application.As in the user-centered design process, update software AGrelies on a systematic approach for the introduction of itsCRM solution. Based on this method, customer-specificrequirements are implemented in specific CRM applications.In this system there are four phases, which are orientedtoward the eventual achievement of the defined companygoals.Assesment PhaseAt the beginning of the project, the goals are defined jointlywith the customer, as are the content and technicalrequirements and the scope of the planned CRM system.Thanks to the early inclusion of key users, a high rate of useracceptance is achieved.Setup PhaseThe implementation of the CRM system relies on anextensive industry solution that is adapted to therequirements and needs. Thanks to the use of prototypicalprocesses, quick results can be achieved. In this phase, userfeedback about the processes implemented is an essentialsuccess factor.Rollout PhaseIn this phase, the company is prepared for the activation ofthe CRM system. The internal project communication andgoal-oriented user training assure the success of the CRMintroduction and acceptance in later usage. A support centerprovides any support in live operation.EnhancementThe further customization and functional expansion of animplemented CRM solution takes place in cycles, each ofwhich begins with an advising session.Approximately three months after the go-live, the principal,together with the customer, examines the extent to whichthe goals set have been achieved. Through daily work withthe CRM system, the customer knows whether the activeprocesses are already adapted optimally or whether theyshould be adapted or added to.So that the CRM system can grow with the customers needs,it is recommended that the enhance cycle be repeated oncea year. Consistent enhancement of the CRM solution createsnew opportunities. At each advising session, the principaland the customer examine whether adaptations andadditional processes make sense and they decide about thenext steps.fig. 6: Integration of updates CRM application /Source: update software AG
  • 11. update software AG | info@update.com | www.update.com 11/11Conclusion: Strategic view of usability,user experience and user interface designPractical experience shows that a high level user experienceand usability strategy are becoming ever more importantand taking on a central role in company processes.Therefore, in addition to individual usability and userexperience measures, the development andinstitutionalization of a long-term and customer-centeredstrategy pays off for the development, implementation, andusage of CRM solutions.It is crucial in the selection of a CRM system for companiesto consider those that are optimized for usability and areadaptable to company-specific processes. This is howusability becomes a success factor.As this whitepaper has detailed, the consideration of andinvestment in usability, user experience, and user interfacedesign are essential success factors in the course of thedevelopment and introduction of CRM applicationsThis document is a cooperation between update software AG and USECONAbout update software AGWith more than 170,000 users in more than 1,500 companies,update software AG is one of the leading European producers ofsystems for customer relationship management (CRM).update software AG is headquartered in Vienna with subsidiaries inGermany, Switzerland, the Netherlands, France, Hungary, the CzechRepublic, and Poland. In addition, update is represented acrossEurope by established partners.update currently employs approximately 300 people. In 2011, thecompany achieved sales of EUR 31.7 million.Since 2000, update has been listed on the German stock exchange inFrankfurt am Main. update software AG has borne its current namesince May 2002, and Thomas Deutschmann has been the ChiefExecutive Officer (CEO) of the company since November 2002. Hiscolleagues on the Executive Board are Arno Huber as ChiefTechnology Officer (CTO) and Uwe Reumuth as Chief FinancialOfficer (CFO).www.update.comAbout USECONUSECON was founded in 2001 as a spin-off of the well-knownresearch center CURE. Today, we are an internationally activeconsulting company headquartered in Vienna, and we haveexperience with more than 500 projects and 300 satisfiedcustomers. At USECON, the person with his needs, expectations, andbehaviors is the focus of our interest.We specialize in consulting services for all activities in the course ofthe user-oriented design of interactive systems and focus especiallyon the topics of usability, user experience, user interface design,and experience management.Our focus is on the following experience areas: Insights & Impacts,Design & Prototyping, Strategy & Change, and Research &Innovation.Our satisfied customers include, among others, A1, Bank AustriaUniCredit Group, DELL, Deutsche Telekom, ERGOVersicherungsgruppe AG, Erste Bank, Fabasoft, KEBA, Lidl,McDonalds, Novomatic, OEBB, OMV, UNIQA, and the WienerStadtwerke.www.usecon.comWe would be happy to provide you with additional information.We look forward to your inquiry:update software AG, ViennaMag. Birgit HarthumProduct Manager ISIphone.: +43 (1) 878 55 – 156mail: birgit.harthum@update.comUSECON GmbH, ViennaMag. Michael BechinieSenior Consultantphone +43 (1) 743 5451 – 402mail: bechinie@usecon.comupdate software AG, ViennaNina TianiProduct Marketing Coordinatorphone: +43 (1) 878 55 – 187mail: nina.tiani@update.comUSECON GmbH, ViennaMag. Markus MurtingerDirector Consulting, Sales & Marketingphone +43 (1) 743 5451 - 400mail: murtinger@usecon.com