CRM Help menus

Help menus

One of the largest issues surrounding the implementation and adoption of a CRM comes in the perceived lack of technical and user support in using the system. Individual users — and large corporations — find themselves equally stymied by a system that is not easily understood. Technical support in the form of a qualified and comprehensive help menu can provide significant improvement in implementation when providing focused, context-specific information.
Data show that CRM users are often unwilling to consult a help menu if it is not easily accessible and immediate in providing assistance.A 1998 case study found that users would consult the help menu for an average of two or three screens, abandoning the assistance if desired results weren’t found by that time.
Researchers believe that help menus can provide assistance to users through introducing additional screenshots and other visual and interactive aids. A 2004 case study concluded that the proper use of screenshots can significantly support a user’s “developing a mental model of the program” and help in “identifying and locating window elements and objects.” This research concluded that screen shots allowed users to “learn more, make fewer mistakes, and learn in a shorter time frame,” which can certainly assist in increasing the time frame for full implementation of a CRM system with limited technical or human support.
Experts have identified five characteristics to make a help menu effective:

• “context-specific” — the help menu contains only the information relevant to the topic that is being discussed or sought
• “useful“ — in conjunction with being context-specific, the help menu must be comprehensive in including all of the information that the user seeks
• “obvious to invoke“ — the user must have no trouble in locating the help menu or how to gain access to its contents
• “non-intrusive“ — the help menu must not interfere with the user’s primary path of work and must maintain a distance that allows for its use only when requested
• “easily available“ — the information of the help menu must be accessible with little or few steps required

CRM Statistics

Statistics

In 2003, a Gartner report estimated that more than $1 billion had been spent on software that was not being used. More recent research indicates that the problem, while perhaps less severe, is a long way from being solved. According to CSO Insights, less than 40 percent of 1,275 participating companies had end-user adoption rates above 90 percent.^[24] Additionally, many corporations only use CRM systems on a partial or fragmented basis, thus missing opportunities for effective marketing and efficiency.
In a 2007 survey from the UK, four-fifths of senior executives reported that their biggest challenge is getting their staff to use the systems they had installed. Further, 43 percent of respondents said they use less than half the functionality of their existing system; 72 percent indicated they would trade functionality for ease of use; 51 percent cited data synchronization as a major issue; and 67 percent said that finding time to evaluate systems was a major problem. With expenditures expected to exceed $11 billion in 2010, enterprises need to address and overcome persistent adoption challenges.
The amount of time needed for the development and implementation of a customer relationship management system can prove costly to the implementation as well. Research indicates that implementation timelines that are greater than 90 days in length run an increased risk in the CRM system failing to yield successful results.

CRM Increasing usage and adoption rates

Increasing usage and adoption rates

Specialists offer these recommendations. for boosting adoptions rates and coaxing users to blend these tools into their daily workflow:
Additionally, researchers found the following themes were common in systems that users evaluated favorably. These positive evaluations led to the increased use and more thorough implementation of the CRM system. Further recommendations include.

• “Breadcrumb Trail”: This offers the user a path, usually at the top of a web or CRM page, to return to the starting point of navigation. This can prove useful for users who might find themselves lost or unsure how they got to the current screen in the CRM.
• Readily available search engine boxes: Research shows that users are quick to seek immediate results through the use of a search engine box. A CRM that uses a search box will keep assistance and immediate results quickly within the reach of a user.
• Help Option Menu: An outlet for quick assistance or frequently asked questions can provide users with a lifeline that makes the customer relationship management software easier to use. Researchers suggest making this resource a large component of the CRM during the development stage.

A larger theme is found in that the responsiveness, intuitive design and overall usability of a system can influence the users’ opinions and preferences of systems.
Researchers noted a strong correlation between the design and layout of a user interface and the perceived level of trust from the user.The researchers found that users felt more comfortable on a system evaluated as usable and applied that comfort and trust into increased use and adoption.

CRM Development

Development

Thoughtful and thorough development can avoid many of the challenges and obstacles faced in using and implementing a customer relationship management system. With shifts in competition and the increasing reliance by corporations on CRM systems, development of software has become more important than ever.Technical communicators can play a significant role in developing software that is usable and easy to navigate


Marketing
CRM systems for marketing track and measure campaigns over multiple channels, such as email, search, social media, telephone and direct mail. These systems track clicks, responses, leads and deals.
Customer service and support.
CRMs can be used to create, assign and manage requests made by customers, such as call center software which help direct customers to agents.[2] CRM software can also be used to identify and reward loyal customers over a period of time.
Appointments.
Appointment CRMs automatically provide suitable appointment times to customers via e-mail or the web, which are then synchronized with the representative or agent's calendar.[citation needed]
Small business[edit source | editbeta]
For small businesses a CRM system may simply consist of a contact manager system which integrates emails, documents, jobs, faxes, and scheduling for individual accounts.[citation needed] CRM systems available for specific markets (legal, finance) frequently focus on event management and relationship tracking as opposed to financial return on investment (ROI).
Social media[edit source | editbeta]
CRM often makes use of social media to build up customer relationship. Some CRM systems integrate social media sites like Twitter, LinkedIn, Facebook and Google Plus to track and communicate with customers sharing opinions and experiences with a company, products and services.[3] Trends identified through social media allow businesses to make more accurate decisions on which products to supply.
Non-profit and membership-based.
Systems for non-profit and membership-based organizations help track constituents, fund-raising, demographics, membership levels, membership directories, volunteering and communication with individuals.
Adoption Issues

In 2003, a Gartner report estimated that more than $1 billion had been spent on software that was not being used. According to KEN Insights, less than 40 percent of 1,275 participating companies had end-user adoption rates above 90 percent.[4] Many corporations only use CRM systems on a partial or fragmented basis.[5][citation needed] In a 2007 survey from the UK, four-fifths of senior executives reported that their biggest challenge is getting their staff to use the systems they had installed. 43 percent of respondents said they use less than half the functionality of their existing system.
Market Leaders

The CRM market grew by 12.5 percent in 2008, from revenue of $8.13 billion in 2007 to $9.15 billion in 2008.[7] The following table lists the top vendors in 2006–2008 (figures in millions of US dollars) published in Gartner studies.[8][9]

CRM Marketing

CRM Marketing

# CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team. A key marketing capability is tracking and measuring multichannel campaigns, including email, search, social media, telephone and direct mail. Metrics monitored include clicks, responses, leads, deals, and revenue. Alternatively, Prospect Relationship Management (PRM) solutions offer to track customer behavior and nurture them from first contact to sale, often cutting out the active sales process all together.#
In a web-focused marketing CRM solution, organizations create and track specific web activities that help develop the client relationship. These activities may include such activities as free downloads, online video content, and online web presentations

Function: CRM For Marketing