Magazine article CRM Magazine

CRM in 2015: Drive Higher User Adoption for Better ROI

Magazine article CRM Magazine

CRM in 2015: Drive Higher User Adoption for Better ROI

Article excerpt

Over the past few years, there's been great interest in several converging key technology trends and what they mean for CRM. Social media, cloud computing, big data analytics, and the rise of mobile devices have been driving much of the innovation in CRM solutions.

There is no question that these trends are shaping the future of CRM and indeed of business itself. At Infor CRM, we've designed new functionality around mobility, social CRM, and analytics and offer customers the flexibility of cloud or on premise deployment.

But I think that 2015 will be a year when businesses also pivot back to basics. By that I mean businesses will refocus on ensuring CRM solutions deliver real, measurable bang for the buck along with the hot technology trends.

SUCCESS WHERE OTHERS FAIL WITH CRM

Just a decade ago, fewer than half of sales organizations used CRM, but today more than 80% have implemented a CRM system, according to CSO Insights. (i) Unfortunately, many businesses haven't received the benefits they expected. What went wrong?

I predict businesses will seek to improve on their CRM initiatives by focusing on increasing user adoption through more natural and intuitive CRM usability. They will also find ways to better leverage CRM for specific industries.

THINK INSIDE THE INBOX

Good return on investment (ROI) in CRM always begins with high adoption rates. If employees aren't consistent and faithful in using CRM properly, nothing else matters.

People have a preferred way of working and forcing them to learn a new system, toggle between applications, and enter data in multiple places reduces employee enthusiasm for CRM.

Most sales and marketing professionals use email all day long. What if CRM lived and breathed inside the Gmail or Microsoft Outlook inbox? We designed Infor CRM Xbar for Outlook to offer users exactly that kind of convenience and simplicity.

By bringing CRM inside the inbox, Infor CRM eliminates the need to manually update both systems, removes the potential of errors from double data entry, and allows users to work the way they prefer. That can make a big difference in user adoption.

CRM SHOULD REFLECT INDUSTRY BEST PRACTICES

As I look at what's in store for CRM, I see an opportunity to improve both the user experience and the customer experience by adapting CRM to specific industries. …

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