Category: User Adoption

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

Advertisements

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/

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!

CRMIT’s Best Selling Productivity Applications for CRM On Demand

Published In : https://blogs.oracle.com/apaccrmpartner/entry/crmit_s_best_selling_productivity

When one thinks about high-performance indicators within business verticals, two factors that always stand out are customer satisfaction and experience. Effectively answering all emails including service requests, complaints, grievances, appreciations and even requests for more business is critical to have a satisfied customer base. Likewise, promoting collaboration among CRM users and making it easy for them to work together with CRM On Demand via android phones is equally significant.

CRMIT, an Oracle ISV and one of the leading CRM On-Demand System Integrators in APAC, has
developed mCRM for Android, Social CRM++ and Email Workbench. These applications facilitate
customer relationship management and data in a well organized and process centric way.

mCRM for Android
mCRM for Android is an application offered by CRMIT that allows users to manage their Oracle CRM
On-Demand data at their fingertips. It not only provides an easy access to key customer information,
but it also allows viewing and editing the information, as per requirement.

It can be downloaded and installed from the android market and one can directly login with their
CRMOD username and password. And, if you choose to bring mCRM for Android into play, you get
real time access to customer information. Moreover, checking currently viewed data and task
appointments becomes a pushover.

Social CRM++
Social CRM++ has evolved as a back-end system for managing customer relationships and data in a
very efficient and process-centric manner. Social CRM++ for customer service has the potential to
bring new and dynamic methods for improving customer service, and in doing so, it is creating
opportunities for new and existing providers.

This cloud ready On-Demand solution connects CRM users seamlessly and improves collaboration
between them without loss of confidential information. Without logging into external systems or
signing up, one can draw on social CRM++ and can post text files and links to other CRMOD users of
the organization. It not only increases interaction between users, but is also easily available in
multiple deployment models.
Email Workbench
CRMIT’s Email Workbench solution is a Web based plug-in that solves the great puzzle of CRM –
Email Co-existence. This SaaS based component allows Service Organizations to work in a single
window and also helps to send, receive and process E-mails from customers in a centralized way. So,
with Email Workbench one is always assured of improved issue tracking and quicker response times,
irrespective of which individual is working on a particular problem.

When a customer sends an email, a service request is created and service representatives can directly
reply from CRMOD, without using an external mail client. One can reply again for creating an open
activity. With this efficient plug-in, emails are automatically converted to service requests, response
time is quick and tracking of issues becomes better.

To see CRM++ Email Workbench in action, view this YouTube Video:
http://www.youtube.com/watch?v=4jDK01_n7Gs&feature=player_embedded

Spotlight on CRM++ Email Workbench

Published In : https://blogs.oracle.com/emeapartnercrmod/entry/spotlight_on_crm_email_workbench

Improving User Adoption with CRM++ Email Workbench

When we think about high-performance indicators within business verticals, two factors stand out: customer satisfaction and experience. Importance of efficiently answering Emails (which may actually be service requests, complaints, grievances, appreciations, request for more business and so on) coming from customers cannot be overstated. This forms an interesting divide: Emails Vs CRM Records!

As of now, Email Messages sent to customers and responses received from them are updated manually in CRM System by the corresponding Owners (Sales Executives, Service Reps etc.,), Means, unnecessary human intervention and possible errors. What if a new service issues from customers is not converted to a service request? No one will start working on it immediately and there is a possibility of missing the SLA and penalties attached to it.

In addition to this, quick response time and a direct impact on the end user satisfaction being critical factors, manual conversion led to a redundant delay in response time.

 

Developed by CRMIT, an Oracle Gold Partner specialized in CRM On Demand, CRM++ Email Workbench is a Web based plug-in designed to solve the puzzle of CRM : Email Co-existence. CRM++ Email Workbench allows Sales and Service Organizations to work in a single window: the CRM system. Employees needn’t switch between CRM and Email Windows anymore, all incoming and outgoing Emails are handled by Email Workbench in the background!

As the CRM system knows about all this communication, this leads to better tracking of issues and quicker response times, irrespective of which individual is working on a particular problem.

CRM++ Email Workbench automatically tracks all e-mails (including attachments) and converts them to Service Requests / Leads / Opportunities / Other in your Oracle CRM On Demand system. From that point, CRM users can respond to these mails, without ever leaving their CRM screen. This will ultimately result in faster response times, improved customer service and satisfaction.

To see CRM++ Email Workbench in action, view this YouTube Video

Growing Into Social CRM

During my childhood days, whenever I used to receive gifts from my family relations, one thing would always confound me, Volume of oversized clothing that I received from aunts, grandparents and family friends was really surprising. This usually left me with two conclusions, either my relatives were not paying attention or they overrated my physical appearance in a way that reflected my personality. However, eventually I actually grew into those clothes. Social CRM is like those gifts for most of the businesses. It may not fit immediately, but given time and the evolution of business, we are likely to grow into it.

Social CRM Fact

In general, CRM arrives via the sales team and then spreads its influence into marketing. This is a natural fit CRM. And then, as the businesses grow, data captured in CRM systems is seen as a valuable source by people serving different roles.

But when we talk about CRM failure, we consider force fit situations, where CRM application is just brought in and the workers and various departments are not ready to use it. And because the adoption rate is really bad, the entire endeavor receives a black mark. However, in reality CRM could have been a success. This is how CRM goes, but the growth is not driven by business issues alone.

Other Scenario

Social networking has been instilled into private lives of people and now they are enthusiastic to bring the ease of communication into their workplace. This clearly means that most of the organizations already have the willingness to accept and take on Social CRM. For some staff members, age barrier and change management may be a big concern because there is still little lack of understanding the fact “what does SOCIAL mean?” and how it can facilitate in enhancing customer relationships.

We never get our kid track spikes for a race before he is actually able to walk on his own. And same goes for Social CRM. So, it is always better to have the feet under you with a good CRM groundwork before you actually get on board with a full-blown social CRM initiative.

Charu Mehta

CRM Consultant, CRMIT

Misusing CRM : How to understand / avoid this

How many times have you seen a person trying to use a hammer while fixing a car’s engine, despite knowing the fact that he will not succeed? Or may be somebody trying to drive a nail from the rubberized side of a screwdriver, which is equally useless. We all know that every tool has a purpose, but still there are some always looking for an opportunity to use a tool for a reason other than what it is designed for. Same is the case with CRM.

Some businesses often make the mistake of taking Customer Relationship Management as software where all the data can be populated and problems will be solved magically. However, the truth is, CRM works like a discipline, where CRM software can be used to upgrade the discipline and automate its data management features. It is a tool and only using it right can facilitate you in finding success. Its applications do not create a problem, but the pesky users who work with it make it happen. Let’s have a look at common misuses of CRM.

CRM Systems & Sales Managers

With one of the toughest job profiles in an organization, sales managers are always fully loaded with the responsibility of motivating and communicating with group of people regarding byzantine information, be it lead changes, new collateral, sales contests and so on. Therefore, sales managers get an automated insight into sales pipeline through Customer Relationship Management software via how quickly sales staff enters the data into CRM. Though blunt words from managers, at times, can prove helpful for salespeople, but overdoing it may cause a drop in usage of CRM system. And due to the unpleasant behavior of the manager, sales staff will quickly catch on to the source of his anger and will gradually stop using CRM system, thinking that why load the system with data that will ultimately drive manager to turn around and use the data against them. So, if sales managers do not want to get into a situation where they will have only a partial idea of how the pipeline looks like, they should be careful while using info from CRM system.

CRM : A Silo Or Tool for Breaking Silos?

CRM is very good at collecting data, be it comprehensive reports or customer records, but these are just a way to increase the office paper costs, particularly if not put to some use. This is a common problem, because many organizations make sure that data is flowing into the system and is keeping sales organized, but actually fail to connect with the rest of the organization. The data that was equally helpful for support, marketing and R&D team may not be able to make it to other constituents, just because there is no pathway. Now, this is an organizational issue that should be tackled at the outset of CRM strategy development. So, it is always advisable to use CRM system in a way that it breaks down silos, rather of becoming a silo itself.

Charu Mehta

CRM Consultant, CRMIT