Why personalization & collaboration achieve high CRM user adoption
Let’s “Delve” into things a little deeper. To be absolutely straightforward, unless you deliver a personalized experience, people will not adopt to your solution long-term. It’s a fact. According to the Journal of Experimental Psychology1 , every time a user switches programs or applications, there is a 40% reduction in productivity. If that isn’t a reality check, I’m not sure what is. More and more research is being done and for the most part, thanks to a revelation in Microsoft — Office Graph and Azure Machine Learning. Tools being utilized to offer first-hand business insights in CRM so that either everyone in your team, managers, or simply even just sales reps are able to predict their customers’ needs.
As we know, the Microsoft Dynamics CRM 2016 release also introduces Delve functionality into the application. Powered by Office Graph, Delve helps users increase productivity by surfacing key content, relevant data — enabling salespeople to discover information that might be relevant to users’ interests or see their current projects such as, popular sales presentations, and proposals.
Reading through some fine lines, though, you can really understand what could be made more productive when it comes to Microsoft Dynamics CRM in your organization.
“It really helps take all the work happening inside the organization and bring it to life,” said Satya Nadella.
First thing’s first, though, mobility is core to productivity. With our smartphones glued to our sides, it’s no doubt we’re going to be using it more and more for work related matters as well. Having a mobile CRM increases sales productivity2. However, sales isn’t the only team that uses CRM. What about everyone else? Field services, marketing, administration, and even developers use CRM. So can they really customize it to benefit their departments’ overall productivity?
It’s one thing to offer an “out-of-the-box” solution where people confuse two forms of customizations – Features & Functions vs Look & Feel. Clearly, having an out-of-the-box solution saves a GREAT deal of time and money in terms of getting your developers to customize a solution’s functions and features when you could simply buy a “ready to go” product. Think of all the man-days you’ll save.
Then, of course, customizing the look and feel of your solution — changing the background color, schemes, templates, logo branding, use of iFrames, etc. All these “small changes” add up, making it a pleasure to work with, driving the level of engagement up, and user adoption at an all-time high.
To wrap things up into one neat bundle, making a mobile version of the solution itself takes a great deal of time and effort in programming (you can read another blog that actually goes into detail when it comes to „How much does it cost to develop a mobile app for your customers?”). You also need to go through A-B testing to find predefined structures of the layout that are suitable for a general spectrum of the audience to make things intuitive. And packaging it up in a user-friendly interface is also key to amplifying that engagement even more.
Simply put, people don’t want to have to shuffle through content, sifting through in-depth filters in views (especially in a small screen on your smartphone), leaving one window and entering another. They want their experience to be easy to use and work with/have the right data provided instantly. Therefore, by being able to personalize your experience through either manual or automated methods — you help organize the platform to mold to the way in which you work with. Thereby, increasing individual and group-based productivity as a whole. Align your solution with proper processes in play and adjust the user interface to maximize your user adoption.
User Experience is Huge.
CRM is no doubt, notoriously known for being one of the most challenging systems to work with. Its rich functionality can be hindered by complexities in its user experience department and make it a challenge to work with at the same time. Thus, to achieve the simplicity and productivity enhancements, nowadays, we heavily resort to 3rd-party apps that essentially offer: customizations.
These findings are supported by, not only our intuition, general logic of how things work, and the years of experience each (you & I) of us has working with our CRM, but are also solidified by Delve (powered by Office Graph). The entire premise of Delve is to completely identify content, trending documents, people that are connected through various networks and activities associated with your organization’s platform and even conversations, depending on the solution you’re using (ex. Microsoft SharePoint). Delve is tailored to each user and provides you the data that you most frequently look at and grasps your attention instantly even letting you see certain areas needing room for improvement.
So, with all the data collected by the Office Graph, it’s no surprise that a uniform collection of features, user-friendly layout, and customization capabilities are the “go-to-solution” when searching for a new platform to offer you enhanced productivity within your organization.
The simplest of examples in terms of customization and the amount of activity seen are in social media. Facebook and Twitter both offer out-of-the-box functionality but at the same time enable customization for an insightful connection between personalization and activity. Usually, a direct correlation seen is a person that spends more time personalizing their profile and branding it tend to spend more time collaborating with other users. These users add more content, interesting pictures and articles to look at, share more updates with their network. Thereby, increase the collaboration and connectivity within their network.
Thus, expanding on this premise into our business lives, we can link that personalization and team collaboration in how things are customized, how information is delivered, shared, and interacted with, drives a higher user adoption and overall increases your workday productivity. All this communication, data, is captured by Delve and used to further propel a more personalized environment whereby gaining insights for future enhancements is possible. It’s a continuous cycle. As the platform improves, the user adoption, user experience for each end user also improves, and the more comfortable people are working within that environment.
With Resco Mobile CRM, you actually get a ready-made product, with an abundance of features and functions to work with as well as, the capability of customizing and tailoring the app in a way you see fit most. Be able to improve your user adoption, increase engagement, and provide a true meaning to added business values and collaboration efforts.
We’re proud to listen to our customers and provide real personal support services to go beyond that of what Delve can offer. Understanding our customers’ needs allows us to create these sought after features and functions so that you’re ready to use Resco Mobile CRM as soon as you get it and have that exceptional user experience.
Check out our Resco Roadmap for 2016 for even more upcoming features & functions and related video: