CRM - December 2009 - (Page 16) CRM TRENDS AND NEWS ANALYSIS How Many Clicks Does It Take? Forget all the bells and whistles—usability reigns supreme among CRM users little more than half a year ago, the start-up knowledge services firm ChaCha was dancing just as fast as it could. The next step for the company, which provides answers to wide-ranging questions sent in by mobile users, was to start rolling out local sales teams, and the person expected to choreograph that piece of fancy footwork was Chris Brown, the company’s president and chief financial officer. But any step forward, Brown recalls, meant first taking a step back—namely, retooling ChaCha’s CRM processes in order to get those incoming salespeople up to speed without stepping on each other’s toes. “We needed to have a quick and easy way to get humans into the sales-andprospecting process,” Brown recalls, “a tool that was lightweight and didn’t require a lot of training.”CUSTOMER RELATIONSHIP MANAGEMENT | Brown chose as his partner a relative newcomer to the CRM dance: Jesubi, a recently launched Web-based sales solution that claims to require 12 times fewer clicks than a comparable sales offering from Salesforce.com. Bill Johnson, Jesubi’s president and CEO, says his company has a single value proposition. “Basically, as a sales professional, you either reach a prospect or you don’t,” he says.“If you didn’t, it’s one click in our system. If you did, it’s a few clicks to categorize the conversation quickly.” With Jesubi, a single view allows users to automatically record inbound responses, check voicemail, log an email, see activity history, and view status. Furthermore, line of business users can customize the different categories and bring about a definable “professional persistency,” Johnson says, looking to help sales pros get back to selling. DECEMBER 2009 Statistics put forth by Kevin Bandy, global lead at Accenture, find representatives only sell an average of 37 percent of the time. The rest is spent on administrative tasks including logging calls and sales compensation. “The product is made for a more streamlined sales process,” says Denis Pombriant, founder and managing principal at CRM consultancy Beagle Research Group. “Conventional sales force automation and CRM products…are geared more toward ad hoc sales processes [that] people try to pursue in a solution-oriented mode.” The focus on streamlining processes and improving the experience for the actual users of CRM technology is being emphasized much more, as companies are being tasked to do more with less, including training and onboarding. But what does usability really mean? The Usability Professionals Association cites ISO 924111: “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” Sage, a CRM provider, undertook several benchmark usability tests—including summative usability testing and keystroke level modeling (KLM)—when Common Tasks Assessed for KLM • Find information about last meeting with a contact. • Create a new contact. • Search for all contacts in a specific area. • Schedule a call. • Record notes about a customer/contact meeting. • View workweek calendar. • Mark an activity complete and schedule follow-up. Source: Sage www.destinationCRM.com http://www.Salesforce.com http://www.destinationCRM.com Table of Contents for the Digital Edition of CRM - December 2009 CRM - December 2009 Table of Contents Front Office Reality Check Customer Centricity The Tipping Point Connect How Many Clicks Does It Take? Trust Is the New Differentiator CRM on Twitter Video, At Your Service A Light-Bulb Moment for Customer Interaction Required Reading No Substitute for Experience Information Overload Video Is More Than Viral Chatty-Chatty Makes a Bang-Bang Online Experience On Your Marketing, Get Set, Go! EarthLink Connects To a World of Loyalty Secret of My Success Re:Tooling Pint of View CRM - December 2009 CRM - December 2009 - CRM - December 2009 (Page Cover1) CRM - December 2009 - CRM - December 2009 (Page Cover2) CRM - December 2009 - Table of Contents (Page 3) CRM - December 2009 - Table of Contents (Page 4) CRM - December 2009 - Table of Contents (Page 5) CRM - December 2009 - Front Office (Page 6) CRM - December 2009 - Front Office (Page 7) CRM - December 2009 - Reality Check (Page 8) CRM - December 2009 - Reality Check (Page 9) CRM - December 2009 - Customer Centricity (Page 10) CRM - December 2009 - Customer Centricity (Page 11) CRM - December 2009 - The Tipping Point (Page 12) CRM - December 2009 - The Tipping Point (Page 13) CRM - December 2009 - Connect (Page 14) CRM - December 2009 - Connect (Page 15) CRM - December 2009 - How Many Clicks Does It Take? (Page 16) CRM - December 2009 - Trust Is the New Differentiator (Page 17) CRM - December 2009 - CRM on Twitter (Page 18) CRM - December 2009 - Video, At Your Service (Page 19) CRM - December 2009 - A Light-Bulb Moment for Customer Interaction (Page 20) CRM - December 2009 - Required Reading (Page 21) CRM - December 2009 - No Substitute for Experience (Page 22) CRM - December 2009 - No Substitute for Experience (Page 23) CRM - December 2009 - No Substitute for Experience (Page 24) CRM - December 2009 - No Substitute for Experience (Page 25) CRM - December 2009 - No Substitute for Experience (Page 26) CRM - December 2009 - No Substitute for Experience (Page 27) CRM - December 2009 - No Substitute for Experience (Page 28) CRM - December 2009 - No Substitute for Experience (Page 29) CRM - December 2009 - Information Overload (Page 30) CRM - December 2009 - Information Overload (Page 31) CRM - December 2009 - Information Overload (Page 32) CRM - December 2009 - Information Overload (Page 33) CRM - December 2009 - Information Overload (Page 34) CRM - December 2009 - Information Overload (Page 35) CRM - December 2009 - Video Is More Than Viral (Page 36) CRM - December 2009 - Video Is More Than Viral (Page 37) CRM - December 2009 - Video Is More Than Viral (Page 38) CRM - December 2009 - Video Is More Than Viral (Page 39) CRM - December 2009 - Video Is More Than Viral (Page 40) CRM - December 2009 - Video Is More Than Viral (Page 41) CRM - December 2009 - Video Is More Than Viral (Page 42) CRM - December 2009 - Chatty-Chatty Makes a Bang-Bang Online Experience (Page 43) CRM - December 2009 - On Your Marketing, Get Set, Go! (Page 44) CRM - December 2009 - On Your Marketing, Get Set, Go! (Page 45) CRM - December 2009 - EarthLink Connects To a World of Loyalty (Page 46) CRM - December 2009 - Secret of My Success (Page 47) CRM - December 2009 - Secret of My Success (Page 48) CRM - December 2009 - Re:Tooling (Page 49) CRM - December 2009 - Pint of View (Page 50) CRM - December 2009 - Pint of View (Page Cover3) CRM - December 2009 - Pint of View (Page Cover4) http://www.nxtbook.com/nxtbooks/crmmedia/crm0513 http://www.nxtbook.com/nxtbooks/crmmedia/crm0413 http://www.nxtbook.com/nxtbooks/crmmedia/crm0313 http://www.nxtbook.com/nxtbooks/crmmedia/crm0213 http://www.nxtbook.com/nxtbooks/crmmedia/crm0113 http://www.nxtbook.com/nxtbooks/crmmedia/crm1212 http://www.nxtbook.com/nxtbooks/crmmedia/crm1112 http://www.nxtbook.com/nxtbooks/crmmedia/crm1012 http://www.nxtbook.com/nxtbooks/crmmedia/crm0912 http://www.nxtbook.com/nxtbooks/crmmedia/crm0812 http://www.nxtbook.com/nxtbooks/crmmedia/crm0712 http://www.nxtbook.com/nxtbooks/crmmedia/crm0612 http://www.nxtbook.com/nxtbooks/crmmedia/crm0512 http://www.nxtbook.com/nxtbooks/crmmedia/crm0412 http://www.nxtbook.com/nxtbooks/crmmedia/crm0312 http://www.nxtbook.com/nxtbooks/crmmedia/crm0212 http://www.nxtbook.com/nxtbooks/crmmedia/crm0112 http://www.nxtbook.com/nxtbooks/crmmedia/crm1211 http://www.nxtbook.com/nxtbooks/crmmedia/crm1111 http://www.nxtbook.com/nxtbooks/crmmedia/crm1011 http://www.nxtbook.com/nxtbooks/crmmedia/crm0911 http://www.nxtbook.com/nxtbooks/crmmedia/crm0811 http://www.nxtbook.com/nxtbooks/crmmedia/crm0711 http://www.nxtbook.com/nxtbooks/crmmedia/crm0611 http://www.nxtbook.com/nxtbooks/crmmedia/crm0511 http://www.nxtbook.com/nxtbooks/crmmedia/crm0411 http://www.nxtbook.com/nxtbooks/crmmedia/crm0311 http://www.nxtbook.com/nxtbooks/crmmedia/crm0211 http://www.nxtbook.com/nxtbooks/crmmedia/crm0111 http://www.nxtbook.com/nxtbooks/crmmedia/crm1210 http://www.nxtbook.com/nxtbooks/crmmedia/crm1010 http://www.nxtbook.com/nxtbooks/crmmedia/crm0910 http://www.nxtbook.com/nxtbooks/crmmedia/crm0810 http://www.nxtbook.com/nxtbooks/crmmedia/crm0710 http://www.nxtbook.com/nxtbooks/crmmedia/crm0610 http://www.nxtbook.com/nxtbooks/crmmedia/crm0510 http://www.nxtbook.com/nxtbooks/crmmedia/crm0410 http://www.nxtbook.com/nxtbooks/crmmedia/crm0310 http://www.nxtbook.com/nxtbooks/crmmedia/crm0210 http://www.nxtbook.com/nxtbooks/crmmedia/crm0110 http://www.nxtbook.com/nxtbooks/crmmedia/crm1209 http://www.nxtbook.com/nxtbooks/crmmedia/crm1109 http://www.nxtbook.com/nxtbooks/crmmedia/crm1009 http://www.nxtbook.com/nxtbooks/crmmedia/crm0909 http://www.nxtbook.com/nxtbooks/crmmedia/crm0809 http://www.nxtbook.com/nxtbooks/crmmedia/crm0709 http://www.nxtbook.com/nxtbooks/crmmedia/crm0609 http://www.nxtbook.com/nxtbooks/crmmedia/crm0509 http://www.nxtbook.com/nxtbooks/crmmedia/crm0409 http://www.nxtbook.com/nxtbooks/crmmedia/crm0309 http://www.nxtbook.com/nxtbooks/crmmedia/crm0209 http://www.nxtbook.com/nxtbooks/crmmedia/crm0109 http://www.nxtbook.com/nxtbooks/crmmedia/crm1208 http://www.nxtbook.com/nxtbooks/crmmedia/crm1108 http://www.nxtbook.com/nxtbooks/crmmedia/crm1008 http://www.nxtbook.com/nxtbooks/crmmedia/crm0908 http://www.nxtbook.com/nxtbooks/crmmedia/crm0808 http://www.nxtbook.com/nxtbooks/crmmedia/crm0708 http://www.nxtbook.com/nxtbooks/crmmedia/crm0608 http://www.nxtbook.com/nxtbooks/crmmedia/crm0508 http://www.nxtbook.com/nxtbooks/crmmedia/crm0408 http://www.nxtbook.com/nxtbooks/crmmedia/crm0308 http://www.nxtbook.com/nxtbooks/crmmedia/crm0208 http://www.nxtbook.com/nxtbooks/crmmedia/crm0108 http://www.nxtbook.com/nxtbooks/crmmedia/crm1207 http://www.nxtbook.com/nxtbooks/crmmedia/crm1107 http://www.nxtbook.com/nxtbooks/crmmedia/crm1007 http://www.nxtbook.com/nxtbooks/crmmedia/crm0907 http://www.nxtbook.com/nxtbooks/crmmedia/crm0807 http://www.nxtbook.com/nxtbooks/crmmedia/crm0707 http://www.nxtbook.com/nxtbooks/crmmedia/crm0607 http://www.nxtbook.com/nxtbooks/crmmedia/crm0407 http://www.nxtbook.com/nxtbooks/crmmedia/crm0307 http://www.nxtbook.com/nxtbooks/crmmedia/crm0207 http://www.nxtbook.com/nxtbooks/crmmedia/crm0107 http://www.nxtbook.com/nxtbooks/crmmedia/crm1206 http://www.nxtbook.com/nxtbooks/crmmedia/crm1106 http://www.nxtbook.com/nxtbooks/crmmedia/crm1006 http://www.nxtbook.com/nxtbooks/crmmedia/crm0906 http://www.nxtbook.com/nxtbooks/crmmedia/crm0806 http://www.nxtbook.com/nxtbooks/crmmedia/crm0706 http://www.nxtbook.com/nxtbooks/crmmedia/crm0406 http://www.nxtbook.com/nxtbooks/crmmedia/crm0306 http://www.nxtbook.com/nxtbooks/crmmedia/crm0206 http://www.nxtbook.com/nxtbooks/crmmedia/crm0106 http://www.nxtbookMEDIA.com
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.