Date Added: Aug 2009
Low usability of the firm's existing SAP Customer Relationship Management (CRM) application undermined user adoption. IT managers found the inflexible system prohibitively expensive to customize to individual business units. As a result, the solution was not used and salespeople lacked visibility into the activities of other business units. This led to "Friendly-fire" incidents, whereby multiple salespeople from different groups contacted customers and prospects - much to the irritation of everyone. Managers implemented Microsoft Dynamics CRM business software as the firm's sales force automation solution. User adoption increased nine-fold while friendly-fire incidents diminished. Customer satisfaction increased, client churn decreased, and salespeople increased cross-sales revenues along with their sales closure rate.