Customer Relationship Management
Infor Designs second native application. An easy and efficient tool for field sales specialists to keep track of their day, while accessing and interacting with all the most important Infor CRM data from their iPhones.
Role:
Danielle Fisher, Design Lead
Elan Nahman-Stouffer, Product Manager
Johnny Parham, Solutions Architect
Infor Design Mobile Dev Team
Launch:
iPhone, Early 2019 - Available on the app store
Android, Mid 2019 Additional Release
What is a CRM?
Infor CRM is a cloud-based application that includes sales, customer service, marketing analytics, and reporting; and integrates easily with Infor ERP solutions, Birst® Networked BI, other products in Infor's Customer Experience Suite, and more.
The different touchpoints that this product provides a view of…
Customer Lifecycle:
Lead is a not yet qualified contact. For example you know prospect expressed the interest in doing business with you but you don't know which products he's interested in, what is the time frame he's planning the purchase or what his budget for purchase is. Leads are usually generated by campaigns, they are the ones that respond to your campaign. Lead is a marketing category. If you look at it from funnel perspective they are usually on the top wide end of the funnel. Marketing's job among other things is to generate leads.
Prospect is a potential customer or account (who part of lead or opportunity) who hasn't yet done any business with you.
Once lead is handed over from marketing to sales, sales people qualify them, communicate with them to figure out what specifically they are interested in, when they plan the purchase and what their budget is. This process is called lead qualification and as a result of this process lead, if he meets qualification criteria which may be different from company to company, get's converted to opportunity. Opportunity is then taken by sales people and usually goes through a series of steps that are a part of sales process. Sales job is to convert opportunities (qualified leads) to cash/revenue.
SWOT Analysis (Infor CRM Cloudsuite Mobile)
Strengths
Cloud-based software
Advanced customization opportunities
Varied support offerings
Design-centered approach
Internal users
Leveraging Infor Retail, Infor for Stores, B2C, CPQ, CRM, CLM
Project Max
Opportunities
Simple customization & personalization
Artificial intelligence
Combining ecosystem of products
Social media integrations
Streamlined and modern sales processes
Unified product roadmap
Native mobile solution
More capabilities for integration
Weaknesses
Name recognition less than Oracle or Salesforce
Legacy software dependencies
Divided teams and barriers in communication
Outdated understanding of sales processes
Poor performance speeds
Lack of offline or native mobile solutions
Outdated visual design
Threats
Relying heavily on existence of UX to differentiate
Customers losing patience with legacy products
Competitors going to market with innovative solutions
Appearing only to follow or catch up to trends
Changing sales processes
Being too insular while competitors partner to deliver
Competitive analysis breakdown:
Salesforce
Learnings:
Heavily focused on data and needs help with hierarchy
Step pattern/process is whats really well known
Hubspot
Learnings:
Clean UI, and less of an enterprise experience. But still a lot of data in panels, can be overwhelming
Nice use of the Kanban board to show stages in process
Zoho
Learnings:
Approachable tone of voice within the products microcopy
Excellent announcements/news rollout structure within product
Key results & goals for the product
Deeply Integrated: The product decreases users’ need to access the application itself and increase engagement with CRM functionality through on-board device capabilities (eg: push notifications, geo-location services, cross-application links & flows)
Minimalistic: The interface is lightweight and efficient, optimized for information gathering, and exposes the only functions that meet user expectations — only exactly what they need
Hands-free: Data can be entered and retrieved without having to type.
Customer Experience:(target = Sales Operations execs)
Trust in the Science: Advisory functions become the primary mode of interaction
Collaborative: Sales team (field sales & back office) and customers share data fluidly and co-own their deals
Data Integrity: Proactive design for the data lifecycle including de-duplication/merging of data and archiving/deleting
Personas
Account Managers
Sales Management
Sales Operations (Ops)/Analysts
Business Development Representatives (BDR)
Marketing
Support
Value Engineering
Takeaways & improvements to come:
To create and streamline visual correlation between mobile and desktop application
Continue to iterate and evolve the experience i.e. adding in micro interactions, sounds and haptics in later phases.
Create an Android native app
Iterate and enhance features asked for by our users sourced from an agile work environment as well as a on going open line of communication and user test and input