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.

1. With user experience to a successful CRM
application
CRM: Perfect support for business processes
Professional From functional to optimal
Customer Relationship Management user support
The true measure of business success is how effectively a The latest generation of CRM systems must offer more
company manages it relationships with its customers. The than supporting and tracking customer-relevant business
sales, marketing and service departments all play an processes.
important role, and depicting their business processes in
the CRM system is essential. User interface design has become a key factor in
optimizing usability and maintaining a consistent focus
CRM systems must support operative activities and foster on positive user experiences.
efficiency. High-quality CRM systems are easily adapted
to 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 company's
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 systems
User experience is a broad concept that covers many Usability describes not only the quality of the product
different 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 stages
Usability 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.
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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 also
Usability 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 have
in 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 interface
Benefits and advantages of usability-optimized
CRM 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: USECON
We would be happy to provide you with additional information.
We look forward to your inquiry.
update Software AG, Vienna USECON GmbH, Vienna
Gerlinde Götz Mag. Michael Bechinie
Product Marketing Manager Senior Consultant
Tel: +43 (1) 878 55 – 193 Tel: +43 (1) 743 545 1 – 401
E-mail: gerlinde.goetz@update.com E-mail: bechinie@usecon.com
update Software AG, Vienna USECON GmbH, Vienna
Mag. Birgit Harthum Mag. Markus Murtinger
Produkt Manager ISI Managing Consultant
Tel: +43 (1) 878 55 – 156 Tel: +43 (1) 743 5451 - 400
E-mail: birgit.harthum@update.com E-mail: murtinger@usecon.com
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