CRM Designed For & By Users
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Transcript of CRM Designed For & By Users
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CRM Designed For & By Users
The GSX Story
March 31st
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OVER 9,000 SELLERS,
OVER 30,000 PARTNERS,
IN 100 COUNTRIES,
SERVING OVER 120,000 CUSTOMERS
Microsoft’s Sales Network
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LEGACY CRM ECOSYSTEM
SIEBEL + 170 APPLICATIONS
TIME CONSUMING
PLATFORM COMPLEXITY
POOR INFORMATION QUALITY
HIGH COST OF OWNERSHIP
KEEPING SELLERS FROM THEIR CUSTOMERSPROBLEM
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FOCUSING ON END USER EXPERIENCE IS THE KEY TO
REALIZING &
SUSTAININGCRMBENEFITS.
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SIEBEL RETIRED
PHASE 1RE-PLATFORM
PHASE 2 IMPROVE & EXTEND
2008 2009 2010+
“Increase Efficiencies” “Increase Effectiveness”
• Increase Conversion (Win) Rates• Increase Pipeline Velocity• Improve Planning• Optimized Customer & Partner
Experience
• Increase Sales Productivity .. Give 3 Hours per Week Time Back to Sellers • Maximize User Adoption & NSAT• Realize Cost of Ownership Savings• Showcase Microsoft Technology
GLOBAL SALES EXPERIENCE (GSX) program approach
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RED
UC
ED
B
EN
EFI
TS
VA
LUE
LEA
KA
GE
Misaligned to business need
WHY DO IT PROGRAMS FAIL?$12
8MILLIONSAVINGS
EX
PEC
TED
R
ETU
RN
INV
ES
TM
EN
T
$38MILLION
Poor execution
Low user adoption
EXECUTION & DEPLOYMENT
GSXGOAL
MA
XIM
IZE
BEN
EFI
TS
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WHAT WE DID DIFFERENTLY
USER CENTERED DESIGN CHANGE MANAGEMENT DESIGN FOR DATA QUALITY ITERATIVE EXECUTION
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USER CENTERED DESIGN
PERSONAS
SCENARIOS
CONCEPTSENVISIONING
DESIGN
“where art meets science”
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PIL
OT
INN
OVATO
RS
EA
RLY
AD
OPTER
S
FAS
TFO
LLO
WER
S
BR
OA
DM
AJO
RIT
Y
OU
TLI
ER
S
TIPS & TRICKS: Select Initial Adopters Carefully
Launch a Marketing Campaign
Reward and Recognize
Reinforce Expectations
1
2 4
3
CHANGE MANAGEMENT
“deployment waves”
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SINGLE DATA MASTER
DESIGN FOR DATA QUALITY
QUALITY ON THE INPUTDATA
MANAGEMENT PROCESSES &
TOOLS
STEWARDSHIPMEASURES & CONTROLS
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FAIL FAST (& SMALL)
90 DAY DELIVERABLES
LEARN OFTEN
IMPROVE WITH EVERY RELEASE
ITERATIVE EXECUTION
“no moon launches”
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• Built with 100% Microsoft Technology• Joint Development with Dynamics CRM Team
GSX Showcases Microsoft Technologies
USEREXPERIENCE
APPLICATION PLATFORM
DATA MODEL
THE GSX TECHNOLOGY
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DESIGN TENETS“simple”“valuable”
“insightful”
“dynamic”
“collaborative”
“integrated”
“flexible”
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THE GSX USER EXPERIENCE“integrated” “collaborative“ and “simple”
Silverlight 3 used to create rich dynamic graphs
Sellers track opportunities & activities in single view, click thru for detail
GSX lives inside of Outlook as a plugin
Home Page
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Sales opportunities can be filtered with 1 click
Data can be easily exported to Excel for analysis
Details about a highlighted opportunity are easily
viewable in lower pane
THE GSX USER EXPERIENCE“valuable” and “dynamic”
Opportunity Graph View
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Drag & drop columns to customize views
Users select which fields appear in table view
THE GSX USER EXPERIENCE“flexible” and “insightful”
Opportunity Table View
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Business rules enforced on data entry
Customer data “look up” from single master Logical groupings used to
simplify data entry
THE GSX USER EXPERIENCE“Designed for Data Quality”
Opportunity Data Entry Form
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PRODUCTIVITYSAVINGS $128
MILLION ANNUALLY
$38MILLION
$13MILLION
$0MILLION
2009 2010
PROJECTCOSTS
So Far …• 8000+ Users• 89 Countries• 175 NSAT• 90% Adoption• In 30 Days!
GOAL
BREAKEVEN
237% ROI
THE RESULTS
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