ComSystems IT - Шаг 4: Выбор CRM системы

Шаг 4: Выбор CRM системы

STEP FIVE in a successful CRM project is having an adoption-oriented CRM Implementation.

User Adoption is the Success Ingredient in CRM Projects

Keystone Strategy penned an excellent paper on the value of end-user productivity and usability in ERP software implementations. They note that an AMR Research study has shown that merely 15% of employees are licensed to use their company’s ERP software system and that 46% of the licensed users are not actually logging in and using the system. These results are absolutely astounding! It is shocking that such a costly investment can be virtually wasted by almost half of the targeted users.

Keystone also points to another study by Forrester, which concludes that “poorly designed user interfaces can profoundly affect the bottom line. The expenses associated with a bad UI, over the course of the application’s lifetime, may end up being many times the cost of the application itself.” Forrester also shows how a poor User Interface affects CRM usability and thus requires unusually high training times.

6 Categories of CRM Business Productivity
  • 1.Usability measures the user’s perception of how easy the system is to use on a daily basis. This includes the user’s command of the application and the users employment (actual usage) of the system. High usability scores drive the adoption level of the system and thus the ROI. High scores also reveal how much users are willing to explore the application in order to discover hew functions and features – thus empowering the user to also receive more value from the system.
  • 2.Familiarity measures the user’s perception of how intuitive the system is. This includes the ease of learning the software, the intuitiveness of the application, and the user’s confort level with the application. User adoption is greatly improved when the system feels intuitive. The more familiar the screen and application, the higher the probability that the user will want to implement it. For example, since Microsoft Word, Excel, Outlook and Powerpoint are the most commonly used business applications, the more that a CRM application integrates or functions like these MS Office products, the greater the probability of user adoption.
  • 3.Collaboration measures how the system helps users to better work with their co-workers. This includes the ease of collaboration with other users, the ease and efficiency of workflow within the system, and the ease of communication with outside partners such as suppliers, vendors and customers.
  • 4.Business Insight measures how well the CRM system empowers the user to extract the data quickly and easily in a user friendly format. This includes the ease of comprehensive reporting and dashboards, real-time access to data, and visibility across all users and all departments. This is often the main downfall of CRM systems.
  • 5.Flexibility measures how the user’s difficulty level of accomplishing uncommon or ad hoc tasks. This includes agility in handling unexpected issues, the ease of completing atypical or infrequent tasks, and ease of system adaptibility towards growing business requirements. This also includes the ability to customize the CRM business software for future requirements.
  • 6.Transactional Efficiency attempts to measure the user’s perception of how effectively they can perform day-to-day tasks. This includes the user’s effectiveness in being able to execute repetitive tasks, the efficiency of the GUI (graphical user interface), and the reliability and performance speed of the software system. Keystone has found that this is one of the weakest predictive factors in determining overall ROI and TCO of a CRM implementation.
Two Key Findings regarding CRM User Adoption
  • 1.User Adoption is frequently a secondary priority in CRM purchasing decisions – and should be highlighted much more. Consult a local CRM implementation partner for more specific direction on how to maximize user adoption in your rollout.
  • 2.User Adoption is not just a matter of improving the User Interface. It is related to multiple factors such as Usability, Familiarity, Collaboration, Flexibility, Business Insight and Transactional Efficiency.

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