A surprisingly high number of CRM projects fail to meet companies' expectations. According to a 2007 Economist Intelligence Unit Study, for example, 44% of companies say their CRM efforts delivered only "acceptable" results - and another 22% describe their efforts as a disappointment.
What separates the CRM successes from failures? According to many experts, user adoption/usability - or lack thereof - is the single most important factor. But when considering the usability of a solution, companies should not be fooled by a solution that is touted as "simple" to use. Self-described "simple" solutions may actually negatively affect productivity by forcing businesses to adopt a wasteful, inflexible approach to the technology. The best solutions, from a usability standpoint will be user-friendly, offering the right feature set for the right users at the right time and place to meet their needs. But while providing a user-friendly enviroment, the solution also must offer the desired reliability and provide the right balance of flexibility to ensure adequate security. Some solutions that offer the tightest security also offer the least amount of flexibility and customization for users.
Whether a company begins with an on-premise or on-demand CRM solution, the following questions can help an organization address these key usability requirements:
- How Robust is the Core Functionality? Any successful CRM application will begin with a rich, highly functional set of core features. Yet many newer SaaS solutions will, by definition, be less mature and less capable of satisfying this requirement. Users, in turn, are likely to find that a less mature solution forces them to adapt the way they work based on the product's limitations, rather than solution accommodating the unique ways that the business operates.
- Does the CRM Solution Empower Users? A CRM solution, whether implemented on-premise or on-demand, should offer users the features that support and optimize their daily activities, whether they work in sales, marketing, customer service, or any other part of an organization.
- Is the Solution Architectured for Usability? True usability reflects a major investment in software design, architecture, and user testing - the hallmarks of an established CRM solution. The results, such as the ability to get to necessary information with fewer clicks, drag-and-drop support, and support for standard mouse and keyboard behaviors, may not seem important, yet they have a major impact on a user's comfort level and productivity. These are precisely the features that many newer SaaS CRM solutions still fail to deliver.
- Can the Solution Integrate with Familiar Office Applications? An effective CRM should be designed to work effectively with standard business productivity tools, such as Microsoft Office and Outlook, enabling users to work with minimal disruptions.
- Can the Solution Adapt to a Range of User Requirements? A CRM solution, whether it is deployed on-premise or on-demand, should support custom screens, data fields, menus, and other elements. These customization capabilities are essential for any CRM tool designed to work with different user groups, business units, and organizational needs.
Finally, keep in mind that user-friendly CRM is always a two-way street: it will reward users who take advantage of it by making their jobs simpler, easier, more productive and, ultimately, more successful. It's an obvious point, yet it's one that very few CRM vendors - no matter how they are deployed - take to heart.
"Most CRM systems provide little back to the end user," says Wallace. "Users are demanding more 'for me' features that allow them to do less administrative work and more selling, marketing, or troubleshooting."
Does the CRM Solution Offer the Flexibility We Need?