CRM - August 2008 - (Page 30)

VISUAL CRM obviously counterproductive to the goals of CRM. A welldesigned system should require little user training. If the users understand the capabilities and the system is designed well, they should be able to find their way around the system with little effort.” So what’s good design? on. They had an instinctive grasp of using two hands to quickly master deep functions in gaming, quickly and easily, with no training.” When he came across some research by the Entertainment Software Association (ESA) about the large numbers of adults playing computer games, he knew he was onto something. (See stat box, “The Real Gaming Industry,” page 32, for more current research.) “Game interfaces have advanced much faster than business software interfaces, and CRM has lagged general business design,” Johnston says. Games are just as much about form as function; business software has traditionally focused entirely on the latter. GID turns that around with a simple concept: “Better decision-making through presentation—pictures are more expressive than words and charts.” Ranking is another place where GID is having an influence on Entellium Rave. Look at most multiplayer games and you’ll find a fair amount of competition, even in games where RANTING ABOUT RAVE One exciting project is Rave, Entellium’s CRM suite. Paul Johnston, the company’s chief executive officer and cofounder, has created an extremely attractive product that also works—and makes users want to work as well. (See below for a snapshot.) Rave’s guiding principle is gamer-influenced design (GID), an idea developed by Johnston.“Gamer-influenced design started two years ago when my kids asked me to play [the Xbox console game] Call of Duty with them,” he recalls.“They had called in air support within 30 seconds, and completely blew me away with an air strike while I was still figuring out what was going Right from its opening page, Entellium Rave declares its reliance on the visual—and not just the tabbed layout that many CRM users have come to expect from application interfaces. With nested navigation bars leading to individual leads, the records are displayed in intuitive visual presentations. These include not just the data but also contextual assessments of the lead itself and mashups of information dynamically updated by RSS feeds.

Table of Contents Feed for the Digital Edition of CRM - August 2008

CRM - August 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Maximum Security A Code Win Doesn’t Blow Forming the Platform CRM on Twitter CRM Class Is in Session Making CRM Mandatory for University Administration Required Reading Cover Story: Calling it Quits Wouldja Look at That? 8 Enterprise Strategies That Stick CRM Searches for Search All Lines Are Not Busy UC: As Easy as A-B-C Even Contact Centers Have Room for Improvement Money Lying Around? Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - August 2008

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