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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.
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