Knoa, a provider of end-user experience and performance management software, has announced the findings of a survey conducted among IT executives and business stakeholders at Global 1000 companies. The goal of the survey was to gain insight into the impact of end-user experience on the results derived from CRM deployments.
Results of the survey clearly show that many enterprises find their end-users are having difficulties interacting with these systems. CRM systems are one of the most challenging of enterprise software deployments because so much of the end-user behavior necessary to drive results is essentially voluntary, say Knoa executives. All too often, adoption and effective use of CRM functionality is hampered by a below par end-user experience with the application.
A significant majority of the survey respondents, 65 percent, stated that end-users within their organizations complain about the usability and/or response time of their CRM system. And 60 percent of respondents expressed concerned that a lack of adoption and utilization of a CRM system causes the information to be inaccurate, or unrealistic.
The survey revealed that the stakeholders in CRM implementations recognize the importance of end-user experience, as only 16 percent are not attempting to measure end-user experience at all. But, the mechanisms in use to measure varied widely, with only 20 percent of survey respondents stating that they use an end-user monitoring technology.
Thirty percent of survey respondents said they use help desk logs to measure user experience. While an analysis of help desk logs will yield some insight, the approach is blind to those end-users who do not ask for help, who have opted out of using the application, or find non-compliant workarounds.
Fifty-three percent of respondents use survey techniques to measure the user experience. Surveys can emphasize the enterprise’s interest in end-user experience, but they can only capture limited data from the most engaged end-users who opt to respond. Too often techniques like surveys and sampling result in misleading data sets that leads to results that are not in the best interest of the business.
The research hinted that a certain degree of resignation creeps into the expectations of the stakeholders of CRM applications as the deployments mature through the application life cycle. Sixty-eight percent of survey respondents who have had their CRM system in place between two and five years reported that it was running smoothly. However, 55 percent of those very same respondents reported that the users of their CRM systems complain about usability and/or response time (versus 65%) for all respondents; and 67 percent of those respondents were concerned that a lack of adoption and utilization of CRM systems causes the information to be inaccurate, or unrealistic (versus 60% for the group).
Seventy-eight percent of enterprises surveyed said they would find accurate, global end-user metrics on the response times, quality issues and usability that the CRM users are actually experiencing to be extremely valuable or very useful.
More information on Customer Relationship Management can be found at http://www.crmindustry.com/
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