Typical CRM UX Mistakes and Ways to Address Them
Source: from Flexi IT
The modern digital space is vibrant and diverse, with hundreds of offers bombarding users online. Thus, today’s end-users are much more demanding and sophisticated than they used to be a decade ago. As a business owner, you need to consider these specifics. It’s impossible to rely on chance and count on users’ loyalty if your CRM product is substandard.
The key to attracting new users and keeping the old ones today is top-notch CRM software design. Experts say that modern customers pay money not for a product but for a positive experience. Thus, businesses need to invest extra time and effort into UX optimization to keep users happy. Here we share expert observations on what can go wrong with CRM UX design, explaining how you can avoid or address those drawbacks for better ROI.
Top 5 CRM UX Design Errors
Employees of numerous departments use CRM software for their daily business operations. It may be helpful to representatives of Sales, Marketing, Customer Care, etc. So, you need to think about people who use CRMs when developing the system’s UX. It has to be usable, intuitive, helpful, and secure to achieve its goals. Here is what can ruin that ideal UX.
Fragmented, Manual Data Management
The basic premise behind using CRM software is to have all customer data and sales records at your fingertips. So, what’s the value of a CRM system that offers only basic features and charges extra for every additional activity? For instance, Salesforce and other famous CRMs require extra payments for some standard activities like email synchronization. The resulting UX for sales staff is added friction and eroded UX, which causes a risk of data loss and fragmentation.
Source: from Idea Theorem
Slow Page Loading
Modern users are speedy, dynamic, and deeply intolerant to slowness. This relates to website loading as well. Nothing is as frustrating and irritating as a “wait” sign on the screen of your desktop or smartphone. Thus, if you want a CRM to succeed, it’s better to invest into its quick loading and effective operation.
Lack of Structure
A logical outcome of fragmented data in a CRM is loose insight into unsuccessful deals’ reasons. Many CRMs remove the lost deals from the system, thus distorting a sales rep’s persona deal statistics and disguising the abundance of prospects. In addition, clients that change their minds and decide to buy services or products from your company need to be input into the system anew, which is unnecessary redundancy.
Low Return on Effort
Once data gets fragmented and lacks structure, sales representatives cannot learn from others’ mistakes. An intelligent system would have collected data about successful and unsuccessful deals, sending risk alerts to representatives at the verge of failure. However, once sales data is incomplete, with failed deals leaving the system with no analysis, the CRM offers no learning experience to users.
Poor Mobile-Friendliness
The world has gone mobile, and CRMs also need to keep pace with this trend. Yes, it’s not typical for staff at large companies to perform complex operations with sales data from their mobile gadgets on the go. Still, you need to have access to vital data and analytics at any moment. Besides, your Google ranking depends on the cross-platform compatibility of your product. So, why take risks and stick to one platform if you can do more for users?
How to Find Out What Your Clients Need?
As global UX design practice shows, the best way to go about UX choices is to ask people what they need. This process is called user research. It should be conducted by a professor with knowledge in behavioral research so that the results are valid and applicable.
What can go wrong during user research? Actually, many things may happen and lead you in the wrong UX design direction:
- Addressing the wrong audience
Your research effort will fail if you ask the wrong people. For instance, you need to make a decision on the CRM app’s features. How can respondents who never used a CRM help you? Getting valuable insights is possible only if you ask experienced CRM users knowing what they like, dislike, and want from an ideal CRM product.
- Approaching the UX research from a wrong angle
Another error is asking people the wrong questions. How can you find out whether a CRM feature will be valuable if you don’t approach this subject professionally? People often give wrong answers if they misunderstand the question or feel a bias.
- Using wrong research techniques
User research can be done in a variety of methods, including surveys, interviews, A\B testing, and so much more. If you need in-depth experiential insights from users, it’s better to go qualitative and employ interview research. If you want opinion-based data from masses of users, it’s more time- and cost-effective to use surveys. Picking one design out of two options is easier with A/B testing. So, evaluate the expected outcomes of your research first and then pick a method to arrive at that goal.
Tips for Making an Effective CRM Product
Now that we’ve discussed mistakes and flaws a CRM system may have, it’s time to clarify how to address these UX killers early at the start of your software development process. You need to be clear about the importance of good UX for your product’s success, thus keeping its features in the spotlight.
- Strive for intuitive navigation and simplicity. Users don’t like to go at length learning new CRMs, so they are likely to choose easy, user-friendly products.
- Make an app mobile-friendly. No need to offer the whole complexity of features in the mobile version; stick to the essentials and make them easily accessible for user satisfaction.
- Simplify the procurement. Don’t ask for too many details at registration; give quick onboarding; limit your offer to a couple of safe payment options. People like doing things fast today, and your success depends on that.
- Optimize the loading speed and readability of your web resource. It will improve your CRM’s UX and make users happy.
As you can see, even such complex and specialized software as CRM can be optimized for better user experiences. Use our tips and monitor your product for the discussed flaws. You’re sure to improve ROI and engage more users by following the UX design logic.
