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Evolving the CRM

How can we improve the
customer relationship management (CRM) system?

OVERVIEW

In order to improve the design of our CRM system, we conducted field research to learn about how it is currently being used, user motivations, and pain points in the existing design.

This study has components that are generative and evaluative.

This study has components that are generative and evaluative.

Background

Our company had just a acquired another company’s CRM system: one that is used by a highly-specialized sales force. Our goal was to take this product to the next level. We asked:

What can we do to improve our product
in the next year? In 2+ years?

RESEARCH OBJECTIVES

  • Formative goals: To understand the sales workflow and current use of desktop and mobile tools

  • Evaluative goals: To get feedback on early prototypes based on assumptions

* My role * I formulated the field research plan, informed and edited discussion guides, led in-the-field research at multiple sites with 2 rotating team members covering different types of users, led debrief sessions daily.

RESEARCH METHOD

  • Ride-Along field study

  • 3 sites @ 2 days each (1 month)

  • 12 Salespeople and 3 leadership of sales organization

PROCEDURE

  • DAY ONE : Observation
    Background questions Participant 1
    Shadow Participant 1 + Contextual inquiry

  • NIGHT ONE : Debrief
    Discuss findings across field research team
    Send initial findings report to stakeholders

  • DAY TWO : Feedback, Observation
    Targeted observation and questions with Participant 1
    Prototype feedback from Participant 1
    Background questions Participant 2
    Shadow OR Targeted observation and questions with Participant 2
    Feedback on prototypes from Participant 2

  • NIGHT TWO : Debrief
    Discuss findings across field research team
    Send initial findings report to stakeholders

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Sales on the go

Pen and paper are preferred for planning and quick notes, but the tablet allows for e-mail tasks when sitting in a parking lot between customer site visits.

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Sales from home base

Paper + phone + tablet + two laptops = many means of storing and sharing information

findings + ACTIONABLE INSIGHTS

Our findings challenged some initial assumptions that were made about the work of sales including:

  1. Digital logging is tedious and either meaningfully filled out on-the-go, or less meaningfully filled out once a week.

    • RECOMMENDATION Make it easier to record logs on-the-go. Consider voice-to-text and auto-filled data using GPS in combination with CRM data.

  2. New interactions were generally received well, but there was a strong aversion to sending any auto-generated message to customers

    • RECOMMENDATION While some automation can be time-saving, keep in mind that the user should remain in tight control so as to keep all interactions with customers personal and intimate.