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
Table of Contents for the Digital Edition of CRM - December 2009
CRM - December 2009
Table of Contents
The Tipping Point
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
No Substitute for Experience
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
Pint of View
CRM - December 2009
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