Tuesday, April 22nd, 2008
Yet another interesting article from Forrester.com
http://www.forrester.com/Research/Document/Excerpt/0,7211,44115,00.html
In summary - my view - acceptable, workable, usable CRM systems a must!! for Business users; CRM must……….
be easy on the eye but different (nice design problem for you designer crew out there!)
be understandable immediately - what goes where, what does what and how
be fit for purpose - just get the job done
be flexible enough for New Start Ups to grow and develop to multi-user CRM
We surveyed 74 business and technology decision-makers and influencers to discover their strengths and weaknesses compared to 15 customer relationship management (CRM) technology infrastructure best practices. We found that adopting best practices is a major challenge for many organizations. About one-third say their customer-facing applications lack an intuitive look and feel and easy navigation. Nearly 40% give a similar poor evaluation to their customer-facing applications not being highly configurable. And more than 40% evaluate their applications as poor/below average in terms of strong workflow capability. Robust customer-facing processes are impossible to design and implement without a sound technology infrastructure.
technology infrastructure — 23%; 9) field service — 22%; 10) people management — 20%; and 11) direct sales — 17%. Disappointment with CRM is usually the result of poorly conceived strategies that lack a laser focus on improving a specific set of business capabilities to increase revenues or reduce costs.
