Pivotal CRM Whitpapers - Ensuring Employees use CRM

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					                                                                                              W H I T E
                                                                                              P A P E R
How to Ensure Your Employees Will
Want to Use CRM

    Executive Summary
    As the technologies and demands of the workplace have changed, so too have its
    workers. “Information Workers”—a new breed of information-dependent, technology-
    reliant, and collaboration-driven professionals—have become prevalent. The decision
    to go with a CRM solution built to address the needs of information workers is a smart
    and valuable investment that recognizes the need to help employees work effectively
    with the deluge of data available to them in today’s connected, always-on, real-time
    workplace. In this paper learn how, with the right CRM solution, information workers
    can increase productivity, improve customer service, and boost collaboration, while the
    business simplifies complex processes, increases sales, and reduces costs.
               In today’s intensely competitive, rapidly changing busi-
               ness environment, the need to be market-focused and
                                                                                   The Next IT Challenge:
               customer-centric is more critical than at any other time            a Truly Real-Time Enterprise
               in the past. With increased globalization and competition
               offering customers ever-expanding alternatives, achieving           The modern organization’s ability to produce, collect,
               complete customer satisfaction is the only way to ensure            and share information has grown faster than its ability to
               customer retention and corporate success. Furthermore,              manage it. Global sourcing, a more connected workplace,
               many organizations are recognizing that there is a direct           and the need for enterprises to adopt a real-time
               link between high performance—another critical business             infrastructure—these trends are driving the world toward
               goal—and customer satisfaction.                                     a future in which “always-on” devices provide a tidal wave
                                                                                   of data, forcing companies to contend with an almost
                 As a result, optimal performance must be a core objective         incomprehensible amount of information and ensuing
                 of every organization’s business strategy. To improve per-        data-management issues, while attempting to remain one
                 formance, companies must continually seek out new ways            step ahead of the competition.
                 to empower their employees to work more efficiently and
                                               effectively. In this networked      Companies know that with more knowledge should come
                                               information age, the most           greater advantage, but without the power to make sense
In this networked information age,             essential component to per-         of it all and apply it swiftly, they are missing the very
the most essential component to                formance is an environment          opportunity that increased data presents.
performance is an environment that             that encourages workers to
encourages workers to effectively use,                                             The ascendance of the underlying technology of the
                                               effectively use, proliferate, and
proliferate, and share information to                                              “connected workplace,” in which people use always-on
                                               share information to achieve
achieve better outcomes.                                                           technologies such as PDAs, smart phones, and MP3
                                               better outcomes, including
                                                                                   players, is being compounded by the trend toward
                                               enhanced productivity and
                                                                                   globalization and the need for greater corporate transpar-
                                               greater customer satisfaction.
                                                                                   ency and accountability. This combination of factors will
                 It is imperative for every organization to gather, retain,
                                                                                   increasingly force enterprises to regularly transform their
                 and use valuable information about their customers
                                                                                   business operations to respond more effectively to time-
                 to enhance their business strategies, thereby offering
                                                                                   based competition.
                 customers faster responses, better product and service
                 offerings, and more satisfying experiences.                       Sustaining high productivity in the face of these new
                                                                                   complexities is a critical challenge as the culture and
               Customer relationship management—or CRM, as it
                                                                                   dynamics of work evolve. Workers are nearing “informa-
               is popularly known—is an approach to achieving business
                                                                                   tion overload,” and this has no small impact on business
               objectives that facilitates rapid responses to customer
                                                                                   performance. IDC reports that workers in North America
               needs, leading to healthy and profitable customer relation-
                                                                                   have faced a tenfold increase in the volume of business-
               ships. CRM solutions manage knowledge and informa-
                                                                                   related e-mail since 1997. Studies suggest that workers
               tion; they also enable the execution of activities within and
                                                                                   spend up to a quarter of their time on non-productive
               across value chains while supporting all decision-making
                                                                                   information-related activities, and analysts report that
               underlying those activities.
                                                                                   workers spend up to 30% of their days just looking for the
               Pioneering organizations such as Centex Homes,                      information they need.1.
               Bombardier, and Tektronix have already made the transi-
                                                                                   Businesses need to change to accommodate this flood
               tion to this new business-intelligence concept. For them,
                                                                                   of data surging into and out of their walls. The key to this
               customer satisfaction and business performance are not
                                                                                   transformation, alongside changes in business processes,
               isolated corporate concerns; they are integrated strategic
                                                                                   is a more agile or “real-time” infrastructure: an infrastruc-
               focuses that together contribute to overall profitability.
                                                                                   ture that increases efficiency, reduces costs, and provides
               This paper outlines the technology building blocks that             better insight into the immediate future of our businesses.
               will enable you to create an information-rich environment           It needs to be capable of capturing, storing, and analyzing
               that empowers your workforce to perform at its peak                 millions of transactions and pieces of information, so that
               and use data to its fullest—without having to become IT             we can understand and use data—anytime, anywhere.
               experts—to ultimately deliver the high performance and
                                                                                   But the real outcome of all this change and complexity
               customer satisfaction required to compete in today’s
                                                                                   is that workplace tools need to evolve not just to accom-
                                                                                   modate the avalanche of information generated by—and

                                                                                   1. Microsoft, Digital Workstyle: The New World of Work (May

                                                                                                                            Pivotal CRM | White Paper   1
              required to compete in—today’s business environment,             and a manufacturing marketing manager may need to
              but to help workers use, understand, and filter this             engage with different campaign stakeholders—including
              information to avoid becoming overwhelmed by it in a way         indirect partner sales managers, direct sales managers,
              that negatively impacts productivity. Performance is about       sales representatives, and other colleagues—to plan and
              more than just information quantity; it is about information     act on a demand-generating marketing campaign.
              usability. For every exponential increase in the magnitude
              of available information, there must be support for a
              corresponding expansion in an information-user’s ability
                                                                               Characteristics of the Information Worker
              to sort, apply, discern, differentiate, and manage this          While information workers are found across roles, organi-
              data in order for increased information to fuel increased        zations, and industries, they share certain characteristics
              performance.                                                     in their needs and work styles.

              The Rise of                                                      Increased business complexity and sophistication have
              the Information Worker                                           resulted in ever-increasing quantities and layers of infor-
                                                                               mation. Businesses need to compete globally; they have
              The rise of the Information Worker is an emerging,
                                                                               to deal with expanding and evolving rules and
              accelerating, and seemingly unstoppable trend, and
                                                                               regulations in multiple geographies; and they are required
              Information Workers are radically altering the modern
                                                                               to incorporate channels and resources beyond the tradi-
              working environment. It is estimated that 68 percent
                                                                               tional nuclear organization, including partners, distributors,
              of the U.S. workforce, or 92.8 million people, are
                                                                               and VARs.
              Information Workers.2.
                                                                               The wealth of information that these businesses are
              As the technologies and demands of the workplace
                                                                               producing needs to be accessed, used, and uploaded
              have changed, so too have its workers. “Information
                                                                               by information workers in order for them, and the
              Workers”—a new breed of information-dependent,
                                                                               organization as a whole, to operate in an optimal fashion
              technology-reliant, and collaboration-driven profession-
                                                                               and succeed. Your information workers need to efficiently
              als—have become prevalent.
                                                                               retrieve and manage multiple layers of information con-
                Information workers are not restricted to roles we might       tained within their company’s enterprise software systems;
                traditionally define as data- or technology-intensive. As IT   they depend on it to perform their roles.
                tools have spread, information demands have increased,
                and applications have become more user-friendly,               Collaboration-Driven
                                              the number and nature of         In addition to increased business complexity and sophis-
                                              employees classifiable as        tication, businesses today also face growing external and
Workplace tools need to evolve not            “information workers” have       internal pressures to find creative solutions that leverage
just to accommodate the avalanche             expanded, and the tools and      all available skills and resources. External pressures
of information generated by—and               practices of information work
required to compete in—today’s business                                        from the investment community oblige businesses to
                                              have been adopted by more        look not only at ways of increasing revenues, but also of
environment, but to help workers use,
understand, and filter this information to    roles within organizations.      reducing costs. Internal pressures require businesses to
avoid becoming overwhelmed by it in a         Information needs of diverse     standardize processes, maximize cross-sell and up-sell
way that negatively impacts productivity.     kinds pervade every level of     opportunities, and improve customer retention, among
                                              organizations today, from        other demands.
                                              executive decision-makers
                through to sales, marketing, and customer service teams.       As a result of this, information workers need to take col-
                                                                               laboration to the next level, connecting people, processes,
              Just as information work stretches across roles in               customers, and intellectual property to help the organiza-
              organizations, it extends across industries. For example,        tion succeed. Individuals, teams, and partners need to
              a relationship manager for an asset management firm              get on the same page so they can all work together with
              may need to track the financial activities and portfolio         speed and coordination.
              performance of clients by retrieving data from over 20
              separate enterprise databases; a home building sales
              agent may need to review homesite plans from a number
              of different communities with homebuyers, generate               To address increased business complexity, technology
              contracts, and run sales reports all from a model center;        solutions have also become more complex, extending
                                                                               beyond the bounds of the enterprise to encompass
                                                                               partners, mobile workers, and the supply chain;
              2. Microsoft Information Worker statistic (Partner Program,      incorporating greater interoperability to facilitate
                 Information Worker Center, Solution Opportunities)            company-wide processes and initiatives; and embracing

                                                                                                                      Pivotal CRM | White Paper   2
                 mobile devices and technology, including smartphones,         increase access to and visibility of information, making it
                 wireless laptops, PDAs, and public wi-fi Internet access.     the perfect information-worker solution.
                 Information workers depend on access to the most
                 current and appropriate technology solutions to do their      When investing in information-worker-oriented solutions
                 jobs effectively.                                             such as CRM, business and IT managers must consider,
                                                                               first and foremost, whether the technology specifically
                                                                               addresses key information-worker requirements, such as
                 Information Workers and Information
                                                                               the need to access and make sense of vast quantities of
                 Integration                                                   data quickly and effectively and the need for collaboration
                 Given the rapid increase in information workers and           between departments, offices, supply chain members,
                 information work in today’s business environment, helping     and partners. But also of high importance is how the
                 information workers perform at their best is becoming         solution enables the organization to leverage existing
                 increasingly important. Most organizations are facing         infrastructure such as Microsoft® Office technologies and
                 extreme external and internal pressures to reduce costs       how it addresses key enterprise technology requirements.
                 and increase revenues, and failure to adequately support      These IT concerns are not only important to reducing
                 the needs of information workers—and capitalize on their      total cost of ownership and burden on IT resources, but
                 potential—can prove an obstacle in meeting these              to supplying information workers with integrated, familiar
                 objectives. To optimize their operations, organizations       technologies that are easy to learn and use.
                 need to put tools in place that meet information workers’
                                              growing needs.
                                                                               Optimizing CRM for the
CRM is an information-unifying tool,         The exact complement of tools     Information Worker
designed to increase access to and           information workers require
                                                                               In selecting CRM for information workers, decision-makers
visibility of information, making it the     will vary by industry and role,
perfect information-worker solution.                                           should consider several key requirements in their evalua-
                                             but one principle remains
                                                                               tion criteria:
                                             consistently true across
                                             them all: traditional disparate
                                             systems aren’t enough. The        Support for Teaming and Collaboration
                 era of information work requires more than point-solutions    Information-worker-optimized CRM solutions should
                 that address individual needs and data sets; to be truly      enable individuals, partners, and colleagues to get on the
                 useful, information needs to be centralized, integrated,      same page so they can all work together with efficiency
                 and assembled.                                                and agility. The system should encourage information-
                                                                               sharing and communication, and it should support
                 Wherever possible, information-worker tools need to be        streamlined workflows for complex processes to save time
                 organized around a central data repository that brings        and improve performance.
                 information together, making it more easily accessible,
                 navigable, and applicable.
                                                                               Information Relevance
                 With the concurrent escalating emphasis on customer           To help information workers increase productivity and
                 satisfaction and the recognition of its link to business      avoid information overload, CRM solutions should make
                 performance, customer data is a perfect nexus for             it easy for users to access the information that is relevant
                 information-worker optimization. Customer data needs          to their work and disregard that which is irrelevant. For
                 to be aggregated and made as useful and accessible as         example, the system should provide unique views of
                 possible to information workers, enabling them to respond     customer data tailored to specific roles within sales,
                 to customer demands, quickly and effectively, with exactly    marketing, and customer service, in order for them to
                 the right kind of response.                                   make business decisions and execute tasks rapidly using
                                                                               relevant information.

                 CRM and the Information Worker                                Individual Impact
                 CRM solutions are used by companies to connect data,
                                                                               Information-worker-optimized CRM solutions should
                 people, and processes across the customer-facing front-
                                                                               promote user adoption by offering tools and information
                 office—sales, marketing, service, and partners. As a core
                                                                               that enhance each employee’s ability to address their
                 company application, CRM is an important business tool
                                                                               core responsibilities. For example, users should be able
                 for sales, marketing, services, and support personnel and
                                                                               to quickly build queries and reports on timely information
                 a critical area of consideration for IT managers aiming to
                                                                               that affects their individual performance.
                 provide for increased information-worker productivity and
                 success. CRM is an information-unifying tool, designed to

                                                                                                                      Pivotal CRM | White Paper   3
              Streamlined Processes                                             should be flexible enough to accommodate diverse
                                                                                integration needs.
              To mitigate the effects of increased process and technol-
              ogy complexity, an information-worker-optimized CRM               Desktop client: Information workers inevitably need
              solution should streamline and simplify processes to              to work with multiple programs, but switching between
              ensure speed and consistency, and reduce administrative           numerous applications can slow them down. An informa-
              burden. It should mask process complexity by providing            tion-worker-optimized CRM system should offer a single
              an intuitive and relevant user interface and simplifying          desktop client that can be tailored to the daily activities of
              multi-part tasks.                                                 specific user roles within a company and allow them to
                                                                                access multiple applications.
              Leveraging Existing Infrastructure
                                                                                Performance: A CRM system should utilize the
                  As information-dependent and technology-reliant person-       latest Microsoft database, server, and client technologies
                  nel, information workers benefit from being able to quickly   to improve application performance, empowering informa-
                  and easily access information using a familiar technology     tion workers to work faster and more productively.
                  environment. Given the magnitude of information and pro-
                                             cesses they must commonly          Industry standards: A CRM system that leverages
                                             engage with each day, the          industry standards will increase interoperability with other
To truly support and enhance                 more that can be done to unify
information-worker activities, a CRM
                                                                                information-worker tools. Look for a system that utilizes
                                             and integrate the technologies     the latest XML and Web Services industry standards
solution must integrate as closely as
possible with Microsoft Office and mirror    and programs they must use,        for building cost-effective connections between
its familiar processes.                      the better they are able to        enterprise systems.
                                                                                Flexibility: Optimal application of information
                                          Information workers tend to           workers’ potential requires business agility. IT managers
              do most of their day-to-day tasks within the Microsoft            need to be able to make changes to CRM business
              Office environment, using programs such as Outlook,®              processes quickly and easily to reflect evolving
              Word, and Excel heavily. Consequently, to truly support           information-worker needs, without disrupting their day-to-
              and enhance information-worker activities, a CRM solution         day activities.
              must integrate as
              closely as possible with Microsoft Office and mirror its
              familiar processes.                                               The Benefits of an Information-
                                                                                Worker-Optimized CRM Solution
              For example, an information worker should be able to
              easily access CRM data while using Office applications. It        Armed with a CRM solution optimized for information
              should be effortless to synchronize their Microsoft Outlook       workers, organizations can improve business performance
              calendar, contacts, and tasks with their CRM functional-          in a manner that has a direct impact on customer satisfac-
              ity—and vice versa. They should be able to export data            tion, thereby meeting one of the top challenges of today’s
              from the CRM system to an Excel spreadsheet in a single           competitive business environment.
              click. They should also be able to instantly access related
                                                                                The benefits of an information-worker-optimized CRM
              SharePoint® document libraries directly from profiles in
                                                                                solution are numerous:
              the CRM system.
                                                                                Increased productivity: Optimizing a CRM system for
              Addressing Enterprise                                             information workers empowers them to work faster and
                                                                                more productively. A CRM system integrated with familiar
              Technology Requirements                                           Office tools, for example, allows data to be pulled from
              IT needs to work hand-in-hand with business managers              the CRM system into a program like Outlook or Excel,
              to deliver the right CRM solution for information workers.        allowing it to be quickly applied to meet a wide variety
              Enterprise CRM buyers should expand their evaluation              of purposes, from creating personalized, addressed
              focus to encompass platform and architecture criteria             letters to generating pie charts and presentations. Users
              that have the greatest impact on total cost of owner-             are able to do more with the information they have,
              ship—namely, flexibility (as a function of customization          improving their performance and individual contribution to
              and integration), scalability, and deployability. Specifically,   company success.
              for the information-worker-optimized CRM solution, IT
              should consider:                                                  Improved collaboration: A CRM system optimized for
                                                                                information workers helps them work together more
              Integration: Information workers require seamless                 effectively. Workflows, for example, structure multi-step,
              access to relevant information across multiple                    multi-stakeholder tasks for fast resolution, and shared
              enterprise software systems. An enterprise CRM system             information sources keep all employees working on a

                                                                                                                        Pivotal CRM | White Paper   4
              task, such as a service request, up to date on progress        better meet these workers’ needs. A long-time Microsoft
              toward goals. Automation of information transfer, such as      Gold-Certified Partner, the Pivotal CRM team has for years
              the passing of qualified leads from marketing to sales,        worked with the company to ensure that award-winning
              increases inter-departmental collaboration and acceler-        Pivotal CRM solutions empower users to utilize their
              ates response.                                                 existing Microsoft technology tools and investments to the
                Greater individual impact: Better-optimized CRM helps
                information workers use more data and tools to increase      Now, as the preponderance of information workers is
                the scope of their activity, improving the performance       gaining recognition among businesses everywhere,
                and impact of each individual employee. Mobile access,       Microsoft and Pivotal CRM’s commitment to creating tech-
                for example, reduces employee downtime and increases         nologies that fit the workstyle of the information worker is
                the user’s ability to take immediate action on new           seeing fruition.
                information. Similarly, access to a greater range of tools
                                              could empower an individual    We offer industry-leading CRM solutions that help com-
                                              marketer to single-handedly    panies deliver superior customer experiences, while also
Armed with a CRM solution optimized           mount complex marketing        giving them the tools and insight to run their businesses
for information workers, organizations        campaigns, performing          more productively, efficiently, and profitably.
can improve business performance in
                                              each step from targeting
a manner that has a direct impact on                                         The Pivotal CRM solution delivers rich CRM functionality
customer satisfaction.
                                              and segmentation through
                                                                             optimized to information-worker needs right out of the
                                              performance analysis.
                                                                             box, enabling organizations to implement quickly with a
                                           Better customer service:          lower total cost of ownership. As the market’s most cus-
              The end goal of any CRM system is to strengthen                tomizable CRM solution, Pivotal CRM enables companies
              customer relationships, and a CRM system optimized for         to cost-effectively adapt and integrate the system to fit
              information workers will allow them to deliver the superior    their unique business processes—making CRM work the
              service required to keep customers happy and loyal.            way they do—and the way their information workers do.
              Richer, more accessible customer information, rendered
                                                                             Furthermore, the Pivotal CRM team has developed seven
              useful and accessible through Office integration, improves
                                                                             specific points of integration with Microsoft Office in order
              support-team responsiveness and gives a more informed,
                                                                             to address the specific needs of information workers:
              personalized service experience.
                                                                             Outlook Embedded: Ability to work in Pivotal CRM as
              Reduced business complexity: By streamlining and
                                                                             if working in Microsoft Outlook, creating/updating tasks,
              automating business processes and masking many of the
                                                                             contacts, and calendar items.
              layers of complexity characteristic of the modern organiza-
              tion, an optimized CRM system helps information workers        LetterExpress: Mail-merge capabilities with Microsoft
              from the administrative to the executive level focus clearly   Word
              on achieving their goals and objectives.
                                                                             Pivotal CRM Research Services: Ability to access
              Lower costs: In addition to the cost savings that              Pivotal CRM information from within any Microsoft Office
              accompany increased productivity, a CRM solution that          application
              leverages existing systems and technologies lowers IT
              costs in areas such as training and hardware, reducing         Export to Excel: Ability to export information directly
              the total cost of ownership.                                   to Microsoft Excel from within the Pivotal CRM application
                                                                             in a single click
              Higher revenues: A CRM system that enables information
              workers to gain greater, more usable insight into customer     Pivotal CRM Analytics: Ability to utilize Microsoft Analysis
              needs and behaviors is critical to finding new revenue         Services to construct data cubes using Pivotal CRM
              sources, from cross-selling and up-selling opportunities to    data for analytical reporting, or present the information in
              underserved product niches.                                    dashboards on the Pivotal Portal

                                                                             Integration to Microsoft SharePoint: Take advantage of
              Microsoft and Pivotal CRM:                                     a wealth of pre-built Microsoft SharePoint content (within
              Committed to Supporting                                        or outside the enterprise) to present information in the
                                                                             right context to suit each Pivotal CRM user's needs
              the Information Worker
              Microsoft is at the leading edge of technology companies
              that have recognized the full potential of information
              workers, and are building or modifying their solutions to

                                                                                                                    Pivotal CRM | White Paper   5
Conclusion: Empower Your
Information Workers
In today’s competitive and demanding business environ-
ment, businesses must implement new or updated
solutions that optimize the productivity of information
workers: a new breed of workers who face distinct tech-
nology challenges—but who also offer unprecedented
potential to improve corporate performance and customer

 The decision to go with a CRM solution built to address
the needs of your information workers is a smart and
valuable investment that recognizes the need to help
employees work effectively with the deluge of data avail-
able to them in today’s connected, always-on, real-time
workplace. With the right CRM solution, information
workers can increase productivity, improve customer
service, and boost collaboration, while the business sim-
plifies complex processes, increases sales, and reduces
costs. Pivotal CRM’s unmatched flexibility and integration
with Microsoft technologies can help businesses adapt
swiftly to meet the evolving market demands they face
every day.

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The CDC Software logo and Pivotal CRM logo are registered trademarks and/or trademarks of CDC Software.

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Description: In today’s intensely competitive, rapidly changing business environment, the need to be market-focused and customer-centric is more critical than at any other time in the past. Customer relationship management—or CRM, as it is popularly known—is an approach to achieving business objectives that facilitates rapid responses to customer needs, leading to healthy and profitable customer relationships.