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Although the technology underpinnings of your CRM system are probably rock solid, the old world view of the solution as a handy contact database still exists. Technology focused on human factors can benefit CRM adoption and usage, and also encourage users to take full advantage of its capabilities to gather and disseminate all the pertinent details professionals need to thoroughly understand a client’s business, priorities and current requirements. Shifting user perspectives to this value-added role will require firms to pay more attention to human factors surrounding CRM adoption and usage. Technology can encourage the change by making the solution easier to use, readily available and more proscriptive in guiding user actions. See which evolutionary steps CRM is already taking, discover what’s coming up soon, and find likely ways your firm can help keep users on the same progressive path.
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Treadmil ls v. Windmil ls :
Finding the Human Factor in New Technology
Snehit Cherian Director of Product Development LexisNexis Interaction
Krista Fuller Director of Product Marketing LexisNexis InterAction
Toni Minick Sr. Product Manager LexisNexis InterAction
SOURCE: http://socialmediatoday.com/bryan-kramer/2115561/there-no-more-b2b-or-b2c-it-s-human-human-h2h
What do we REALLY need?
V
Traditional CRM Is it worth the effort?
• Drives demand generation
• Supported by traditional sales management
• Resource-intensive
• Often expensive
• Supports staged, repeatable processes
LEADS
Monitored Intake
OPPORTUNITIES
Qualified business
PROPOSAL
Sales Negotiation
CONVERSION
New Deals
Traditional Sales Process
New CRM Revenue Generation
• Relationships – not leads – propel business
• Effort focused on building sustainable networks – one client at a time
• Success generates more success
UNSTABLE AT THIS
OPERATING POINT
STABLE AT THIS OPERATING POINT
Windmills in CRM
1 Exposed Dark Data
2 Patterns of Power
3 Insights Delivered
4 High Quality Data
5 In the Cloud
Exposed Dark Data 1
Windmill
1 Do you know Bob?
• Contact Collections
• Emails
• Meetings
1
1 What could you discover?
• Clients most at risk
• Cross-sell potential
• Most effective revenue drivers
You have this data
Power of Patterns 2
Windmill
2
2 What could you discover?
• Clients most at risk • Cross-sell potential
• Most effective revenue drivers
Insights Delivered 3
Windmill
3
3 Driving Growth
$2 Billion $760 Million
$340 Million
High-Quality Data 3
Windmill
4 • Track data that will move the needle
• Maximize data that doesn’t change often
• Create categories or ranges of data
• Pick the right data source
• Limit the companies & people you manage
In the Cloud 5
Windmill
5 1999
SOURCE: http://socialmediatoday.com/bryan-kramer/2115561/there-no-more-b2b-or-b2c-it-s-human-human-h2h
Q&A
Krista Fuller Director of Product Marketing, LexisNexis InterAction
Contact
Snehit Cherian Director of Product Development, LexisNexis InterAction
Toni Minick Sr. Production Manager, LexisNexis InterAction
