CRM Usage in Field S ales

1. CRM Usage in Field Sales Logo CRM usability research per worldwide interviews June 23, 2011

2. Agenda • CRM Vision • Research Overview • Account Manager Goals • Snapshot of Findings • Today’s Situation—Detailed Examples • Analysis—How Did We Get Here? • Moving Forward—What is Needed Now? • How Do We Get There? • QUESTIONS and DISCUSSION CRM Usability Research

3. CRM Vision CRM Usability Research

4. Research Overview  Participants List • Field sales interviews—PAMs, Account Manager Leads, Sales Managers, Business Managers • 11 countries • Live Meeting sessions 60-90 minutes in length • Scope of Inquiry: • Job focus, goals, day-in-the-life activities • Current use of OEM CRM tool—why, how, when, what • Detailed walk-throughs (“Show me how…”) • Roadblocks and pain points • Opportunities to improve CRM value for Account Managers CRM Usability Research

5. Account Manager Goals CRM Usability Research

6. Snapshot: PAM Findings CRM Usability Research

7. Today’s Situation (1 of 2) CRM features do not help PAMs to manage accounts. CRM Usability Research

8. Today’s Situation (2 of 2) CRM is not designed for productivityin the field. CRM Usability Research CRM Usability Research 8

9. How Did We Get Here? CRM Usability Research

10. What Is Needed Now? CRM Usability Research

11. How Do We Get There? CRM Usability Research

12. Brief tour of appendix…followed byQuestions CRM Usability Research

13. APPENDIX CRM Usability Research

14. Field Participants  back CRM Usability Research

15. Verbatims(2 of 3)  back CRM Usability Research

16. Verbatims(3 of 3) CRM Usability Research

17. What is a Persona?  back “User interfaces should be based on user mental models rather than implementation models.” —Alan Cooper A persona is a user model. It provides us with a precise way of thinking and communicating about how users behave, how they think, what they wish to accomplish, and why. Personas are depicted as specific individuals, yet function as composite user archetypes; they represent a class or type of user for a specific interactive product. While personas provide the context for sets of observed behaviors, goals are the drivers behind those behaviors. Goals should be inferred from qualitative data; people are simply not prepared to answer such questions accurately. Abstracted and revised from About Face:TheEssentials of Interaction Design, by Alan Cooper CRM Usability Research

18. A PAM’s World  back Despite extensive top and left-hand navigation, PAMs “live” in the Accounts section of tool Accounts section under “Workplace” CRM Usability Research

19. Lack of All-Up Account View  back Account Plan Information— Generaltab only A maze of input but no high-level overview of what is important Account Information— General tab only List of Goal Sets for this Account Plan More AccountPlanning-Related Forms 6 1 2 3 4 5 Details of 1 Goal More Account-Related EntryForms CRM Usability Research

20. Non-useful Reports (1 of 4)  back Report icons on Account Toolbar PAMs say that, in general, they don’t use nor know purpose of any reports … Some Sales Managers use Account Planreport for scoring purposes. 1 PAM had used Executive Brief report without success Reports menu 1 2 Only reports ever mentioned CRM Usability Research

21. Non-useful Reports (2 of 4)  back Account-Specific Window Ironically, the Executive Brief and OEM Account Plan reports are not on Reports menu in Accounts window. Accounts Window CRM Usability Research

22. Non-useful Reports (3 of 4)  back • Cumbersome filtering • Long wait times Account Profile Report I had to point out its existence—it’s on toolbar PCXXX Report Wait time >1 minute before filter even appears for use 2 3 1 Account Plan Report Filtering & waiting CRM Usability Research

23. Non-useful Reports (4 of 4)  back (Reports menu) Executive Brief Revisited • Awkward “gotcha” feature for generating report • Even when correctly generated, formatting is “unacceptable.” 1 3 2 4 5 Empty drop-down menu if Executive Briefing form for this account does not exist. “New Executive Briefing Doc” form must be created and saved first. CRM Usability Research

24. Scorecard “Homework” (1 of 2)  back PAMs report painful process of entering and updating each Goal Set each quarter—for performance score 1 4 7 3 2 5 4 6 5 Busy PAMs cope with time constraints by simply turning all status arrows to “green” Each Goal Set must be independently created and updated on both tabs CRM Usability Research

25. Scorecard “Homework” (2 of 2)  back For XX Advantage Readiness Program, managers must update quarterly for each account—even if activities are complete 2 1 5 4 3 No status available for “Complete” PAMs tried to set status to “done” by changing due date—without success. PAMs required to repeatedly return to update to GREEN for all 11 activities—even when completed Confusion also cited about number of reports needed(…this PAM has 8) CRM Usability Research

26. Time-Consuming Data Entry  back • All contacts require data entry twice: once for CRM and once in Outlook • VERY detailed CRM form(s) requires considerable time Multiple tabs AND multiple child forms on left navigation 3 1 2 Account address fields must be entered even though known in other systems Dependent fields do not dynamically populate. CRM Usability Research

27. Confusing Forms & Fields (1 of 3)  back Unknown or outdated purpose 2 3 1 MNA accounts only OED accounts only Disti accounts only No filtering of UI based on Partner category Purpose unknown. Engineering Services only CRM Usability Research

28. Confusing Forms & Fields (2 of 3)  back When purpose for PPID entry is known, using is still a challenge. • Pulls data from XYZ Sales into Account Plan report ONLY 4 3 2 1 Click“ New TPID” Enter PPID….if known…. Click “PPIDs” in Account window Look up PPIDs using “Account ID Wizard” CRM Usability Research

29. Confusing Forms & Fields (3 of 3)  back A & S: hard to access and guidelines missing 4 2 3 1 6 7 5 PAM clicks “Account Plan” Clicks “A & S” Opens specific Account Plan Open Q3 entry Note 1: No participants knew about LLLL tab…except LLL Manager Open tab Complete form. (In this case, form was left blank.) Set Quarter Note 2: Lack of guidelines for GGGGGG CRM Usability Research

30. Unreliable Data  back • Data disparity between CRM and MDB • Data inaccuracy for agreement status 3 agreements listed for Company Name S.A. Status = “Active” for agreement ending in 9999 2 1 3 28 Agreements shown for same account in OEM Online CRM Usability Research

31. Poor Tool Performance  back SLOW and ‘buggy” Error generated consistently when clicking Core icon (on Accounts toolbar) Error generated inconsistently for Satisfaction for Account Plan (Sales Manager—US) 1 2 3 4 5 “When I save or close an account plan I sometimes get an error message saying it can’t close it. This usually happens after an extended usage, e.g., I am reviewing 3+ plans.. after the 3rd I start to get this error …” Two PAMs reported message An unexpected error has occurredleads to data loss unless CRM window is closed and session restarted • “Sometimes when I open up an account plan it says something like ‘you don’t have access to parent Goals or Satisfaction plans’. It can be an MMM, NNN or SSS account.” CRM Usability Research

32. Additional Research Items • CRM UI Audits—Analysis and Recommendations • Application Toolbar • Extensions—on left navigation • My Work —on left navigation • Service, Settings, Resource Center—on left navigation • Sales, Marketing—on left navigation • Field Requests (from participant interviews) • CRM Usage Analytics: Review & Recommendations • Catalog of CRM Reports CRM Usability Research