Category: UI

Fusion CRM (Oracle Sales Cloud) and User Experience (UX)

No wonder CRM selection committees consider User Experience (UX) as the most important parameter in selecting right CRM solution as it is proved repeatedly that a good user experience (UX) is the driving factor behind User Acceptance. User Acceptance is a key driver that differentiates a successful versus doomed CRM implementation.

Oracle Fusion CRM is built from scratch with User Experience (UX) as the core central theme. For beginners on UX it is important to note that the UX extends beyond the look & feel and application performance. It touches multiple aspects of an application and few of the important ones are below

  • Supporting the natural user workflows in the system
  • Built in tools that help the users to perform their day to activities
  • Embedded reports / dashboards that provide insights on customers / territories / markets and
  • Access to right information at right time to CRM users

Here in this blog I would present some of the interesting UX features in Oracle Fusion CRM.

The key UX challenge in designing the application for a “Sales Manager” is to organize all relevant information that is required for “Sales Manager” in one central location. Fusion CRM “Territory Management” module is one single location where a Sales Manager can effectively perform all his day to day operations.

Sales territory management – In one centralized place, a sales manager can define the set of products / customers / geography that every sales person reporting to him is mandated to sell along with his Sales Quota. As this is a crucial activity for a sales manager to perform, the system provides certain interesting tools to make the sales manager’s life easier.

To start with rather than hard-coding the sales territories, system provides a dynamic way to assign territories by one of the eight standard dimensions that are predefined in the product (Geography, Product, Organization Type, Business Size, Sales Channel, Account and Account Type). The territory can be a combination of one or more dimensions

If you are sales manager managing dozen of sales team members, the system provides flexibility to quickly check whether there are any Overlaps / Gaps on click of a button. Overlap basically helps to find out whether the same territory is added to someone else and Gaps would let you know the territories for which you still haven’t assigned the owner.

territory2

You can also select a territory and on click of a button understand the Potential Accounts / Revenue lines that are assigned to the territory on basis of territory dimension. This gives a quick short-cut to check how well balanced the territory assignments are and if required re-balance it in an iterative manner

From a day to day operation stand-point the system provides flexibility to define multiple metrics on territories like Number of Accounts, Closed Revenue, Market Potential, and Forecasted Revenue etc by “Time Period” dimension. On click of button “Show Analytics” you would get a detailed view of these metric figures along with interactive reports for each of the territory on the metrics that you have defined. The reports are good to cover various time periods as well as compare and contrast performance of one territory against another and multiple child territories under one parent.

territory1

Now coming back to the role of Sales representative, the customer center is a single place to get the complete 360 degree view of the customer right from basic customer profile information to contacts, organization chart, interactions, tasks appointments, leads, opportunities, revenue lines etc. In addition to the above it provides an interactive assessment tool to assess the quality of leads using a well structured predefined questionnaire.

customer_center

On Collaboration front, the system has an embedded “Discussion Thread” to collaborate on the account with Account Team members and Oracle Social Network for Social Styled Conversation on an opportunity or account.

osn

Similarly with sales representative’s limited bandwidth, the optimal outcome would come out only by working on most promising opportunities. Fusion CRM Predictive Analysis Engine helps the sales representative to get answers for some fundamental questions like product that he should consider offering for a prospect / customer, kinds of customers buying certain type of products, potential revenue impact of the deal and the sales cycle time to close the deal etc. It does all the above by comparing Sales transaction history against the customer / account history.

predictor

On Mobility / Multi-channel access front Fusion CRM provides multiple ways to access your CRM information including critical reports / dashboards via Tablets, Mobile Phones as well as in your Outlook. The applications are designed in such a way that common tasks handled by people on the field can be captured using these devices when they don’t have an online access to Fusion CRM over the web. The information that you capture in your local device can be synchronized back to the server whenever you get the internet connectivity

tap iphone outlook

In addition to the above the release 7 of fusion CRM provides a Sleek Clutter Free interface as an optional interface via web to the users to perform the most common sales tasks without getting hindered with too many details. It is a so sleek that it can provide a consistent interface across multiple devices you can potentially use to access the application.

fuse_ui

For Tele-Marketing / Call Center users the application provides a Robust Telephony Interface framework that you can use to plug your back-end telephony systems to Fusion CRM. Once you are done with it, the system provides Click-To-Dial (Dial on click of a phone field) as well as Incoming Call Pop-Up on basis of caller information wherever application.

In net if you look into the aspect of User Experience in a holistic manner beyond look & feel and application performance, I would say Fusion CRM is an application that is really designed for UX….

Venkatesan Sundaram
Senior Director, CRMIT

Originally Published on Venky’s Blog

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CEM : Customer Experience Management

Yesterday I had a casual lunch conversation with one of my colleagues and the topic of “Online Purchases” came up. He quoted a particular website and said “Their website is good, but the way they run their buses, it is horrible to say the least!”

I was surprised, because to my knowledge that website doesn’t run any buses. They just allow you to book tickets from various bus service providers and that’s it.

Personally, I have used this website many times, I know they don’t run any buses and hence I only book tickets from bus services which are highly rated by fellow users. As a result, I never had a bad experience. I would gladly recommend their website to anyone.

But my colleague, had a totally different view on this. He said he will never book tickets from them anymore.

So, I decided to probe further and asked him about the ‘bad experience’ he had with this website. His response was ‘Their buses start late, arrive late, they are dirty, Air conditioning is poor…’

‘But wait, these are the problems of Bus Service Provider, The website where you booked the ticket can’t be held responsible for these operational issues. They just act as agents and allow you to book a ticket at the comfort of your home, that’s it.’

‘I don’t care. For me they sold the ticket, and they are responsible for my travel experience. Isn’t it?’

Now, you can’t argue with this logic!

Few days back, I had a similar experience when we tried to buy a washing machine for home. We went to a super market, looked at various models, and were debating on which one is best for our needs. My wife had some additional questions about few of those models, and asked the sales person.

Unfortunately, that person was not able to answer any question my wife asked. It was clear that he didn’t understand anything about washing, forget machines. He is simply paid to stand there and tell people what models are available and how much they cost.

My wife got really upset about this. ‘Let us go to some other store’, she decided abruptly.

‘But why?’

‘These guys don’t know anything about the products they sell!’

I tried to explain her how retail industry works. ‘This super market deals with hundreds of brands, thousands of products, it is practically impossible for them to know technicalities of all those goods they sell.’

Her response was almost same as my colleague’s, ‘I don’t care. I buy from this shop, and they should give convincing answers to all my questions, Else, I am not buying from them!’

So, Consumers are not ready (or don’t want) to understand the gap between Sales and Delivery / Usage Experience. It is for companies to manage. They don’t care if you sell somebody Else’s product, they want the entire process to be smooth and you are responsible for it, end to end!

When you look at the way most companies are organized, there is a Research division which looks at various customer needs and imagines products. Then we have a production division which makes these products, we have Sales / Marketing divisions which take care of the selling process and Support division to take care of customer issues. Each one of these divisions have their own problems / solutions and boundaries.

Not anymore. A sales guy can’t say “My CRM ends when an opportunity is converted to an order”, a Service guy can’t say “No Purchase, No Support”, Whether we like it or not, we need to do everything possible to make sure that EVERY touch point a customer has with us, are giving them the best possible experience.

For example, someone coming to your website, visiting your twitter page / facebook wall, buying your product in a small store, calling the telesupport number to report an issue, talking to their friends about how your product functions … all these touch points (and more) are important, and as a company you need to make sure all these experiences are great. This is not optional anymore, one bad experience in any of these touch points can drive tons of business away from you.

Customer Experience Management, that’s where the future lies. CRM is not enough, it’s going to be CEM Era now!

Naga Chokkanathan,

Senior Director, CRMIT

Originally Published In : http://nagachokkanathan.wordpress.com/2012/05/03/why-not-manage-experiences/

Oracle Fusion CRM Look and Feel

Found this treasure during a casual browse, Oracle Fusion CRM Screenshots from various modules, uploaded in High Quality by the official Oracle team themselves!

Looking at the newly released Fusion CRM Product, these screenshots are slightly old, But still give a clear picture in terms of what to expect from this industry defining product. Go ahead and browse them all here : http://www.flickr.com/photos/oracle_images/sets/72157627700339363/

Customer Management In Oracle Fusion CRM

Oracle Fusion CRM offers various advanced functionalities for business users, however all these can only be utilized if you have a strong Customer database. This article shows you step by step how this is done.

Step 1 : Login to Fusion CRM

 

Step 2 : From the home page, Click on “Navigate > Sales > Customers”

Step 3 : From the left navigation, select “Create Customer” (Or use the “Quick Create” option available just below)

Step 4 : Enter the form to create the customer (and one contact too)

Step 5 : Click on “Customers” link in the left navigation. You will be taken to the landing page, where you can see your newly created customer, On click of the customer name, you can also view the contacts, Tasks and Calendar data associated with this customer

Step 6 : Click on the Orange Dot before the name of your newly created Customer, you will see a nice business card view, where you can see more details about this customer in a single view

Step 7 : From this window, you can do various things. For example, Select primary contact for the customer, Select Primary Address, View / Add Notes, View / Add Interactions, Research about the customer on web, Download the customer details to your Microsoft Outlook etc.,

To Start with, let us look into the Notes option, Click on the “Notes” link and you will get a screen similar to below:

Step 8 : You can click on “Create” Icon and start entering a note using simple text, or rich / formatted text:

Step 9 : You can go back to Step 6 above, and click on “Interactions”. You will find a screen where various types of interactions with this customer can be captured. For example, Email, Phone call, Web Conference, Fax, Meeting, Chat etc.,

Step 10 : Click on “Create” icon and you can capture details about the interaction(s) you had with this customer:

Step 11 : Next, go back to Step 6 view and Click on “Find On Web”, it opens a new browser tab with Google Search results about this customer

Step 12 : Finally, Click on “Add to my address book”, you can download your current customer as a .vcf entry, which can be added to your Email Client such as Microsoft Outlook:

That’s it. These are the basic things you can do with Oracle Fusion CRM Customer Management. We will discuss lot of advanced topics in our next article(s). Stay tuned, Happy CRMing!

User Experience Of Oracle Fusion CRM

One of the major attractions (and useful features) of Oracle Fusion CRM is, its User Experience. The entire user pages are split into multiple areas such as:

  • Global Area (Common Tools and Services)
  • Regional Area (Specific Tools)
  • Local Area (Transactions, Information, Actions)
  • Contextual Area (Additional Information on what we are doing)

For example, let us say you are in Opportunities page and drilling down into a particular opportunity you are working on. As expectged, These details are displayed in Local Area. But look at what happens around this area.

Observe that Regional Area displays tasks linked to opportunities, that can be triggered in one click. You don’t have to leave the opportunity focus area to perform a task and this is possible via the unique user experience of Oracle Fusion Apps.

A related feature is Navigation. There is a dedicated Navigation option available on the Global Area (Similar to Menus in any desktop application) and on click of which you can look at all commonly accessed page, again with a single click.

Oracle Fusion CRM is not only fast, but also smart!