Microsoft CRM 2013 launches soon and users will soon discover a radically different user interface (UI). Gone are the traditional forms and views that have slowly evolved from the stationary enterprise workstation over the last decade. In its place, a truly modern UI that enables workers to focus on business processes and works across devices and browsers. It's authentically digital and not tied to outdated metaphors or legacy processes.
UI Drives User Experience, which Drives User Adoption
Why does user interface matter so much in CRM? Because CRM is one of the few enterprise software categories where users have a choice in using a system. ERP, accounting suites, EAM, and CMS purveyors don’t measure project success in user adoption. They don’t have to. CRM users, especially in sales, can be especially particular about the systems they use. If a system is too much trouble, too hard to access, too confusing to look at or just too ugly, they won’t use it. CRM firms do have to worry about user adoption. That is why they worry about creating user interfaces that people love.
Do You Love or Tolerate you CRM?
Good UI, and the user experiences (UX) it drives is becoming the key differentiator in enterprise software. Justin Rosenstein, co-founder of Asana,
Microsoft CRM – Completely Reimagined
So why did Microsoft CRM change? Microsoft recognized, as part of the organizational alignment with the
See the opportunity form below. The process is clearly defined and not hidden as just a field on a form. The form itself is fast and fluid, meaning users can get what they need without tabbing through all of the related data. Distractions are removed and users can focus on the real-life business task at hand.
Saleforce.com – Stuck in the 90’s
Salesforce, however, seems stuck in it’s past. Jason Lemkin, Co-founder of EchoSign,
“SFDC is a child of the late '90s and thousands of apps and millions of custom workflows run on top of it. SFDC is incredibly powerful. It's been seriously facelifted once. Change for change sake, that breaks all these workflows and integrations, would be a disaster”.
And it doesn’t look like it has changed. The pictures below show two Salesforce.com ‘New Contact’ forms. The one the top is from 2006. The bottom is from today. Can you spot the difference? That’s over 6 years. No change. Just fields on forms. And tabs. LOTS of tabs.
If you are stuck with CRM that you just tolerate, contact Customer Effective and let us show you something you will love.
Note: I can’t take credit for the title of this post. Follow the tweet link above for more information.