Category: CRM Page 1 of 3

Top 3 Tools for Tuning Web Applications

On August 29, 2009

I believe that the greatest strength of web based applications (as opposed to desktop applications) is that ability to develop a feedback loop. I like examples, so let me run through the top feedback methods that I currently use:

Uservoice – This tool allows single sign-on integration to allow you to have a private feedback forum that you can harvest for feedback. The best part about it is that, unlike your current WishList queue, it is self-prioritised by the people who actually know what they are talking about, your customers. You can also provide feedback back to your customers on how the ideas are progressing (approved, started, completed etc.). Nice way to close the user feedback loop.

Google Analytics – Putting analytics through a web application lets you know what users are using most often, how long they stare at a particular feature (or enter information) and what makes them bounce out. But it can also help you narrow that information down to specific users, simply by passing through some information to the new Advanced Segmentation tools using thesetVar() functionto pass through a user’s login name for example. You can even track events, flash components and of course conversions (successful transactions in your application?).

Performance Monitoring – It is a great idea to do user testing and time how long it takes to follow a path through your application, for example logging into your web-based CRM application, searching with some set terms, returning a result and then displaying the details of this result. You can time it in a user session, providing you with valuable (but once off) time information about user scanning and data entry time. How does this time differ at 9am Monday versus 3am Thursday? A web application performance monitoring tool like site24x7 allows you to run this path automatically every 5 minutes, 24×7. This not only allows you to check your servers are serving your application at a consistent time, but even just serving it at all. It will email you immediately when your application stops responding, send you a weekly performance summary report, show you performance from multiple locations around the world and even help you independently track your SLA compliance (and even publish all this via an API or public page).

Don’t wait for your customers to call you and complain, these tools make feedback easy, even to the point where users are providing it instantly without even realising. The next step is using these tools to proactively improve your web application, which of course is easier said than done. Just remember you have to measure before you can manage. 🙂

What is Social CRM?

By Scott Savage

On March 25, 2009

In CRM, software

Social CRM is a buzz word that is spiralling out of control at the moment. What does it mean? I googled around and didn’t really find a consistent message. Instead I am going to explain my interpretation, let me know if you think it makes sense.

Social networks have two strong points, they are full of customers that are linked by relationships. These are the first two letters of CRM! The multi-billion dollar question is how can you manage them without destroying them or being seen as an evil spy.

Social CRM Feedback Loop

The first step towards Social CRM is using social networks as a feedback loop for your customer relations programs. Who better to learn from than your customers themselves? It’s the perfect way to refine your customer relations processes and add another source of feedback and innovation into your company.

The next stage is to develop relationships with your customers. From a business perspective I would assume that this is due to repeat business delivering higher margins, mostly because it doesn’t require expensive mass marketing or other customer acquisition. Businesses justify it to consumers by saying it gives the customer an opportunity to dictate and receive a personalised product.

I like idealistic goals, I think when you are talking about customers it is good to at least aim towards being noble. The question is, how many businesses intentions are simply to maintain the margins of their mass market product?

As with everything in life there will be a balancing point, somewhere in the feedback gathering process I think the social networks will reject further interference. That balancing point is what Facebook and others are thinking day and night about, and the point they have crossed at times with projects such as Facebook Beacon. If a social network hits that point perfectly there is definitely big money at stake, but until then companies need to monitor the social networks in their backyard and just listen. There are plenty of companies that struggle to do that internally, let alone through fast moving external networks.

CRM solutions for a recession

By Scott Savage

On February 19, 2009

In Business, CRM

InsideCRM posted a good article on the top 5 reasons why a CRM system increases in importance during a recession (the US is in one, it is only a matter of time before Australia and others admit they are in one too).

Stressed about sales?

For me, the key is working smarter not harder. When unemployment starts creeping up people start getting stressed about their jobs and start burning the midnight oil. Here is how a CRM helps you achieve more without burning yourself out:

You can slice and dice your customer data to target the customer segments that aren’t suffering so much or have fallen through the cracks in the past.
Customer retention is easier as you can track and schedule catch up emails, meetings or calls.
Customer wide cross-sell strategies can be more easily implemented and coordinated.

Many companies have implemented a CRM system because it is easy to demonstrate reduced data entry, documenting customer complaints or managing product inventory. During a recession, companies should be looking at the analytical and other tools that have gathered dust within your CRM during the good years.

So what are some facts that can motivate you? Improving customer retention by 5% can boost profitability by 25% to 95%. Sales force automation and a consistent sales process has been shown to increase sales per representative by 30% over a three year period. Still not enough reasons?

Well what are the top 3 reasons why now is a great time to go through a CRM implementation?

CRM retailers are hurting like everyone else, prices are better than ever.
Excess capacity within the business can be used to scope, build and train on a new system.
Business model change is slowing as new entrants fail to gain VC or other funding. This gives you some breathing space to document your current business model and tighten the screws.