CRM Usage in Field Sales CRM usability research per worldwide interviews June 23, 2011 Logo.

CRM Usage in Field Sales

CRM usability research per worldwide interviews

June 23, 2011

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CRM Usability Research

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Agenda• CRM Vision

• Research Overview

• Account Manager Goals

• Snapshot of Findings

• Today’s Situation—Detailed Examples

• Analysis—How Did We Get Here?

• Moving Forward—What is Needed Now?

• How Do We Get There?

• QUESTIONS and DISCUSSION2


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CRM Vision

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To empower field sales through a single point of customer relationship information with an integrated

view of managed opportunities

Provide a dashboard view of each partner to support account management

Integrate sales information to highlight opportunities and progress-to-date

Maximize productivity in tracking day-to-daypartner-management activities.


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Research Overview

• Field sales interviews—PAMs, Account Manager Leads, Sales Managers, Business Managers

• 11 countries

• Live Meeting sessions 60-90 minutes in length

• Scope of Inquiry:• Job focus, goals, day-in-the-life activities

• Current use of OEM CRM tool—why, how, when, what

• Detailed walk-throughs (“Show me how…”)

• Roadblocks and pain points

• Opportunities to improve CRM value for Account Managers

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Participants List


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Account Manager Goals

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EASY-TO-CONSUME account information. • Account overview (dashboard) • Automatic, integrated sales information• Minimal data input

PUSH-BUTTON, PRESENTABLE reports. • Easy and quick• No filtering, wait times, hidden data requirements, • “Professionally” formatted

PRODUCTIVITY !• Day-to-day account management, not “end-of-the-quarter homework”• Reliable and quick tool with easy-to-use, relevant UI• Pre-populated data—whenever possible


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Snapshot: PAM Findings

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85% • Use of CRM is confined to “Accounts” section [view]

100% • Do not use Outlook plug-in.

100% • Do not track “Activities” in the tool.

85%• Do not create new reports or run existing reports—including “OEM Account Plan” or

“Executive Brief Docs”.

100% • Do not use the campaign functionality in CRM

85%• Unaware of data connection from MS Sales (by entry of TPID) or MS Partner Network

(by entry of MPN number). Typical comment: “I don’t know what it is so I just ignore it.”

100%• Rely on other tools (MS Sales, MOO, CHIP, License Wizard, spreadsheets) for accurate,

reliable account data

100% • Think CRM is good in concept but primary use is for Account Planning “homework”


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Today’s Situation (1 of 2)

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• Sales revenue performance to date• Account Plan score; Satisfaction status; Goals status• Upcoming Licensing renewals, etc.

No all-up overview of an account [Examples]

• Most are complete mysteries• Cumbersome filtering and long wait times • “Hidden” requirements to produce accurate or complete reports• Poorly formatted output: Example

Non-useful reports [Examples]

• GOSAR and CoS quarterly updates for Account Plans• Microsoft Advantage Readiness program

Tedious scorecard “homework” [Examples]

CRM features do not help PAMs to manage accounts.


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Today’s Situation (2 of 2)

8CRM Usability Research 8

• Extensive amount of data entry • Continual opening & closing of windows• Re-entry of data that should cascade from corporate, e.g., MNA account goals

Unnecessarily time-consuming [Examples]

• “Don’t include fields that are irrelevant to me.”• Missing guidelines (Attach & Seg, TPID, MPN)• “Related data scattered across different (entity) windows

Confusing data fields and forms [Examples]

• Licensing Agreement disparity, inaccuracy

Unreliable data [Examples]

• “Performance is so slow that it’s impractical to use.”• “The tool can be quite flakey…Oops, I need to restart again.”

Poor tool performance [Examples]

CRM is not designed for productivity in the field.

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How Did We Get Here?

CRM Usability Research 9

Emphasis on data collection

(not value to PAM)

• Too much data entry

• No account summary view (dashboard)

• Non-useful reports

• Overall focus on “What did you do?” not “What do you need?”

Minimal attention to user experience (UX)

• Too many windows, fields, forms—and noise!

• Confusing, tangled navigation

• “Mystery” UI elements

• Buried information

• Performance issues—especially for low-bandwidth

Solution management issues

• Incomplete feature implementation or roll-out

• Lack of retirement planning

• Unsuccessful Outlook deployment

• Organic growth—and resulting chaos


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What Is Needed Now?

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Design tool for PAM

• How PAM works (target PAM persona)

• Add a dashboard view of each account

• Integrate sales information with CRM

• Ensure successful Outlook deployment

Improve UI and UX

• Clean-up UI—remove unused fields, forms, buttons, menus—and noise

• Streamline UX—reduce number of windows and time-consuming steps

• Improve tool performance

Map security roles to personas • Why are there 434 users with “A13 Lead” role?

What does this mean?

• Are “Allocator” roles serving a purpose?

• How are xxx & yyy Account Manager, xxx & yyzz Lead Assistant, andxxx & zzz Account Manager–All Activities view the same? Different?

Refine solution delivery processes

• Guarantee roll-out planning for field

• Include feature retirement planning

• Deliver “features” that meet usability requirements


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How Do We Get There?

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Validate personas• PAMs,

Sales Managers, Execs

• Corporate users

Identify user scenarios• Per persona

• Validate with field

Refine security roles• Map to

user personas

Design CRM 2011• For user

role-based scenarios

• Validate prototypes with field

Build CRM 2011• Comply with

UX design and usability requirements

• Improve performance


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Brief tour of appendix…followed by

Questions

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APPENDIX



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Field ParticipantsDate Individuals Country CRM Security Roles

4/28 Participant 1 United States AAA Lead, MMM Allocator, N Allocator, SSS Allocator, XXX or YYY&Y Account Manager

5/10 Participant 2 Mexico XXX or YYY&Y Account Manager – All Activities View

5/11 Participant 3 Brazil XXX or YYY&Y Account Manager

5/18 Participant 4 APAC AAA Lead, MNA Allocator, N Allocator, SSS Allocator

5/19 Participant 5 Portugal AAA Lead, XXX or YYY&Y Account Manager - All Activities View,XXX or YYY&Y Lead Assistant, XXX or YYY&Y Sales Manager

5/26 Participant 6 India XXX or YYY&Y Account Manager

5/26 Participant 7 China XXX or YYY&Y Account Manager

5/23 Participant 8 Germany XXX or YYY&Y Account Manager

5/27 Participant 9 Canada AAA Lead, MMM Allocator, N Allocator, SSS Allocator

5/23

Participant 10 Japan XXX or YYY&Y Account Manager, XXX or YYY&Y Account Manager - All Activities View

5/23 Participant 11 Japan AAA Lead, XXX or YYY&Y Account Manager , NNN Allocator, N Allocator, SSS Allocator

6/20 Participant 12 Russia XXX or YYY&Y Account Manager, XXX or YYY&Y Sales Manager, XXX or YYY&Y Lead Assistant, MMM Allocator, N Allocator,SSS Allocator, Bulk Import

6/27 Participant 13 United Kingdom MMM Allocator, N Allocator, SSS Allocator, XXX or YYY&Y Sales Manager

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Verbatims (2 of 3)Topic Country Comment

Account Fields APAC “We need definitions for filling out fields. Not clear what (they) mean.”

Partner Categories Canada “A lot of times when we are filling out these fields we don’t have any idea what a lot of them are for. For example, with Partner Categories—we don’t have any guidelines here so I often wonder if it means anything when it is all rolled up.”

Conditions of Satisfaction

Mexico “It’s just too complicated; there are too many windows that I have to ‘Close and Save’, ‘Close and Save’, and then ‘Close and Save”… over and over again.”

Conditions of Satisfaction

Germany “This takes too much time and is too buried. It’s so painful to use except for one time per quarter. Account Managers just set everything to green…so it really is just silly.”

GOSARs India “This is tedious…involves toggling between two pages for updating. I suspect that after the 3rd or 4th GOSAR entry, quality is not good because people are so tired of updating

Attach & Segmentation

Canada “There are no good guidelines here….I’ve asked a few times ‘what does the data represent—PCs that have shipped this quarter or for the year?’ Nobody (in Redmond) can seem to tell me. So I can only assume that everyone (in other countries) fills this out differently. Everyone will put data in differently depending on their assumptions about how the data will be used.”

Marketing Goals Canada “We don’t use Marketing Goals. Don’t know anything about it. I do remember that sometime in the past that there was discussion about this for MNA….maybe that is why it is there?”

Readiness Programs Germany “Readiness Programs are an example of a ‘bad practice.’ It creates double to triple work to just report that you are doing your job. Of course PAMs are doing this! You are reporting what is just really your job. Account Managers set everything to “green” so the time spent is just silly. MS Advantage took 1 month to complete—but we had to report on this for 1 year—every month—even though it was DONE.”

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Verbatims (3 of 3)Topic Country Comment

CRM Security Roles APAC “Another big challenge—what permissions to ask for? SharePoint information is confusing, ambiguous. I asked for ‘Sales Manager’ role for PAM but run didn’t work. Added to top 20; that didn’t work either. Finally added A13 Lead. PAM can now see accounts but also competitor accounts…which is a problem.”

Performance Canada “You know, the tool’s flakey. It doesn’t …er…always work well….(about 2 minutes later). Uhoh. Sorry. I have to re-boot here. Give me a minute…. I get this error all the time, by the way.”

Performance Germany “Primarily, we have a big problem with performance. It is VERY SLOW.”

Providing Value Brazil “The CRM tool needs to be more about PROVIDING the field with relevant data about customer accounts instead of primarily asking the field to ENTER information about customer accounts.”

CRM as CRM India “We need integration with Outlook for tracking who is in touch with accounts, tracking activities, and tracking meetings—as an Account Manager goes through the day.”

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What is a Persona?

A persona is a user model. It provides us with a precise way of thinking and

communicating about how users behave, how they think, what they wish to

accomplish, and why. Personas are depicted as specific individuals, yet function as

composite user archetypes; they represent a class or type of user for a specific

interactive product.

While personas provide the context for sets of observed behaviors, goals are the

drivers behind those behaviors. Goals should be inferred from qualitative data;

people are simply not prepared to answer such questions accurately.

Abstracted and revised from

About Face:The Essentials of Interaction Design,

by Alan Cooper

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“User interfaces should be based on user mental models rather than implementation models.”

—Alan Cooper

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A PAM’s World

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Despite extensive top and left-hand navigation, PAMs “live” in the Accounts section of tool

Accounts section under “Workplace”

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Lack of All-Up Account ViewA maze of input but no high-level overview of what is important

Account Information— General tab only

More Account-Related EntryForms

Account Plan Information— General tab only

More AccountPlanning-Related Forms

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2

3

4

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Details of 1 Goal6

List of Goal Sets for this Account Plan

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Non-useful Reports (1 of 4)

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PAMs say that, in general, they don’t use nor know purpose of any reports …

Some Sales Managers use Account Plan report for scoring purposes.

1 PAM had used Executive Brief report without success

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Report icons on Account Toolbar

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Only reports ever mentioned

Reports menu2


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Ironically, the Executive Brief and OEM Account Plan reports are not on Reports menu in Accounts window.

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Accounts Window

Account-Specific Window


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• Cumbersome filtering• Long wait times

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PCXXX ReportWait time >1 minute before filter even appears for use

Account Plan ReportFiltering & waiting

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3

Account Profile Report

I had to point out its existence—it’s on toolbar

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Empty drop-down menu if Executive Briefing form for this account does not exist.


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Executive Brief Revisited

• Awkward “gotcha” feature for

generating report

• Even when correctly

generated, formatting is

“unacceptable.”

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1

3

2

“New Executive Briefing Doc” form must be created and saved first.

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5

(Reports menu)

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Scorecard “Homework” (1 of 2)


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1

4

7

3

Each Goal Set must

be independently

created and updated

on both tabs

2

5

4

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PAMs report painful process of entering and updating each Goal

Set each quarter—for performance score

Busy PAMs cope with time constraints by simply turning all status arrows to “green”

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5


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Scorecard “Homework” (2 of 2)

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For XX Advantage Readiness Program, managers must update quarterly for each account—even if activities are complete

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1. PAMs required to repeatedly return to update to GREEN for all 11 activities—even when completed

2. Confusion also cited about number of reports needed(…this PAM has 8)

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5PAMs tried to set status to “done” by changing due date—without success.

4No status available for “Complete”

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Time-Consuming Data Entry

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Dependent fields do not dynamically

populate.

Account address fields must be entered even though known in other systems

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1. All contacts require data entry twice: once for CRM and once in Outlook

2. VERY detailed CRM form(s) requires considerable time

1

2

Multiple tabs AND multiple child forms on left navigation


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Unknown or outdated purpose

Confusing Forms & Fields (1 of 3)

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MNA accounts only

Disti accounts only

OED accounts only

Purpose unknown.

Engineering Services only

No filtering of UI based on Partner category

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3

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Click “PPIDs” in Account window

When purpose for PPID entry is known, using is still a challenge.

• Pulls data from XYZ Sales into Account Plan report ONLY

Click“ New

TPID”

Look up PPIDs using “Account ID Wizard”

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4

Enter PPID….if known….

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2

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A & S: hard to access and guidelines missing

Complete form.

(In this case, form was left blank.)

Clicks “A & S”3

Opens specific Account Plan

2

1

PAM clicks “Account

Plan”

Open Q3 entry4

5

6

Set Quarter

Open tab

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Note 1:No participants knew about LLLL tab…except LLL Manager

Note 2:Lack of guidelines for GGGGGG


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Unreliable Data back

• Data disparity between CRM and MDB

• Data inaccuracy for agreement status

28 Agreements shown for same account in OEM

Online

3 agreements listed for Company Name S.A.

Status = “Active” for agreement ending in 9999

2

1 3


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Poor Tool Performance back

SLOW and ‘buggy”Error generated consistently when clicking Core icon (on Accounts toolbar)

Error generated inconsistently for Satisfaction for Account Plan (Sales Manager—US)

Two PAMs reported message An unexpected error has occurred leads to data loss unless CRM window is closed and session restarted

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2

3

“Sometimes when I open up an account plan it says something like ‘you don’t have access to parent Goals or Satisfaction plans’. It can be an MMM, NNN or SSS account.”

“When I save or close an account plan I sometimes get an error message saying it can’t close it. This usually happens after an extended usage, e.g., I am reviewing 3+ plans.. after the 3rd I start to get this error …”

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Additional Research Items• CRM UI Audits—Analysis and Recommendations

• Application Toolbar• Extensions—on left navigation• My Work —on left navigation• Service, Settings, Resource Center—on left navigation • Sales, Marketing—on left navigation

• Field Requests (from participant interviews)

• CRM Usage Analytics: Review & Recommendations

• Catalog of CRM Reports

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http://sharepoint/sites/oemcrm/SitePages/Home.aspx

http://sharepoint/sites/oemcrm/SitePages/Home.aspx

http://sharepoint/sites/oemcrm/_layouts/xlviewer.aspx?id=/sites/oemcrm/Shared%20Documents/Requests-fromFieldParticipants.xlsx&Source=http://sharepoint/sites/oemcrm/SitePages/Home.aspx&DefaultItemOpen=1

http://sharepoint/sites/oemcrm/_layouts/WordViewer.aspx?id=/sites/oemcrm/Shared%20Documents/OEMCRMAnalytics-AnalysisAndRecommendations.docx&Source=http://sharepoint/sites/oemcrm/SitePages/Home.aspx&DefaultItemOpen=1

http://sharepoint/sites/oemcrm/_layouts/WordViewer.aspx?id=/sites/oemcrm/Shared%20Documents/OEMCRMAnalytics-AnalysisAndRecommendations.docx&Source=http://sharepoint/sites/oemcrm/SitePages/Home.aspx&DefaultItemOpen=1

http://sharepoint/sites/oemcrm/_layouts/xlviewer.aspx?id=/sites/oemcrm/Shared%20Documents/OEMCRM_ReportsCatalog.xlsx&Source=http://sharepoint/sites/oemcrm/SitePages/Home.aspx&DefaultItemOpen=1



CRM Usage in Field Sales CRM usability research per worldwide interviews June 23, 2011 Logo.

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