Flexibility and mobility increase CRM adoption rate

One frustrating aspect of an IT system deployment is getting workers to actually use the technology once it's live. So what is the secret to a higher adoption rate? When it comes to customer relationship management (CRM), the issues are flexibility, adaptability, and ease of use. Yet more recently, mobility has come into play, prompting companies to look at myriad devices to help salespeople and customer service reps do their jobs more efficiently—and more professionally.

"Companies want to raise the relationship value with their customers," says Peter Callaghan, chief sales officer for CRM vendor Maximizer Software. "The most successful salespeople try to leverage new technology that allows them to be more focused."

Callaghan says the strategy a company uses for implementation should be beneficial to both users and managers. "It must address both short-term and strategic goals," says Callaghan. "It should be simple to use, but also robust enough to make the IT folks happy. They don't want to see a huge learning curve."

Cambridge, Mass.-based Forrester Research advises companies to focus on a core group of frequently performed activities that salespeople must accomplish, such as pulling up account and contact data, and follow-up actions. Grand Terrace, Calif.-based WildenPump uses Maximizer's partner portal for general communication of its distributor network. The Windows-based system captures data and sends leads to 40 distributors. "It allows us to better target communications by applying filters, and slicing and dicing data," says Walter Bonnett, a global manager for WildenPump, adding, "Users can assign leads to certain distributors, or send out email campaigns with 1,000 names quickly and easily."

WildenPump's products are used in the mining, semiconductor, chemicals, pharmaceuticals, and food & beverage industries. The company has been using Maximizer for four years.

Users log on to the Web-based system for a view of WildenPump's database, while Maximizer's wireless portal allows them to access customer data from any mobile device. An off-line version of the system allows field service reps to make changes on the road and synchronize back to the corporate server.

By deploying a mobile solution, companies can ensure users receive the most up-to-date information about their customers. According to a recent Forrester report, Extend CRM Value with Mobility, field sales and service professionals who rely on laptops to store accounts data often have stale information when they show up for an appointment, and can face long delays before they can update their CRM system with the latest details. They also run the risk of not being aware of recently submitted complaints, or new orders for key accounts.

Callaghan believes today's customer management system deployments seek to enhance the entire customer experience. "The more a salesperson knows about a customer when they walk through the door, the better the sale," he says.