With user experience to a successful CRM application (Shortpaper)

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Professional Customer Relationship Management
The true measure of business success is how effectively a company manages it relationships with its customers. The sales, marketing and service departments all play an important role, and depicting their business processes in the CRM system is essential.

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With user experience to a successful CRM application (Shortpaper)

  1. 1. With user experience to a successful CRMapplicationCRM: Perfect support for business processesProfessional From functional to optimalCustomer Relationship Management user supportThe true measure of business success is how effectively a The latest generation of CRM systems must offer morecompany manages it relationships with its customers. The than supporting and tracking customer-relevant businesssales, marketing and service departments all play an processes.important role, and depicting their business processes inthe CRM system is essential. User interface design has become a key factor in optimizing usability and maintaining a consistent focusCRM systems must support operative activities and foster on positive user experiences.efficiency. High-quality CRM systems are easily adaptedto user needs and scalable at any time. If these factors are not taken into appropriate consideration, the user acceptance suffers.Users do not enjoy working with a bloated business application on a daily basis. In CRM systems, excessive complexity affects data quality: employees may neglect to enter relevant data and management may draw the wrong conclusions as a result, harming their ability to optimize their companys business processes. User-optimized systems can counteract this and help users make the most of the full functional scope available.Users as the focal point: new qualities of CRM systemsUser experience is a broad concept that covers many Usability describes not only the quality of the productdifferent factors: itself, but also how well users can use an application to perform their tasks.„ Perceptions and reactions of a person that result from the actual and/or anticipated use [...] of a system or Systematically optimizing user experience and usability is therefore another success factor for any customer a service. ISO standard 9241-210 “ relationship management system. This is why it is so important to involve users throughout the various stagesUsability is one of the core aspects of a CRM system. of development, from start to finish.„ In the context of a CRM system, usability is defined as how effectively and efficiently users can fully achieve Only by incorporating users can their needs be taken fully into account. specified goals. “ This is the approach update takes in its product development.update software AG | info@update.com | www.update.com 1/2
  2. 2. Experience management as a success factor The Top 3 optimization points Precisely in the area of enterprise applications, providers try » clear navigation thanks to functional to combat competitive pressure with an expanded functional areas of the application scope and a longer list of features. The goal of offering » A structured display make information "more functions than in the last release" can have a negative easy to find impact when increasing requirements become the sole focus and users’ needs are forgotten. » Goal-oriented guidance through complex work processes. Experience management in contrast aims to promote optimal product and service experiences. The focus is on users with their ideas, needs, and alsoUsability levels and factors concerns. In well-established market segments in particular,Progressive CRM solutions are focused on the needs of users factors such as these that go beyond standard qualities havein the following way: a significant effect on purchasing decisions, customer loyalty, and brand loyalty. Usability, user experience, and » Mapping of the processes (user goals, flows) user interface design are effectively "business tools" that » Structure of the application (information, functions) have a lasting impact on the success of a product and significantly differentiate it from rival products. » Design of the user interfaceBenefits and advantages of usability-optimizedCRM systems » Rapid user acceptance » Higher usage rates » Improved data quality » Lower error rates » Pleasure in use » Intuitive systems require less training » Exact mapping of the business processes thanks to guided processes Fig. Experience management / source: USECONWe would be happy to provide you with additional information.We look forward to your inquiry.update Software AG, Vienna USECON GmbH, ViennaGerlinde Götz Mag. Michael BechinieProduct Marketing Manager Senior ConsultantTel: +43 (1) 878 55 – 193 Tel: +43 (1) 743 545 1 – 401E-mail: gerlinde.goetz@update.com E-mail: bechinie@usecon.comupdate Software AG, Vienna USECON GmbH, ViennaMag. Birgit Harthum Mag. Markus MurtingerProdukt Manager ISI Managing ConsultantTel: +43 (1) 878 55 – 156 Tel: +43 (1) 743 5451 - 400E-mail: birgit.harthum@update.com E-mail: murtinger@usecon.comupdate software AG | info@update.com | www.update.com 2/2

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