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How To Increase Usability Of Siebel Marketing Tool
Posted By: ajithatti* on 9/27/2004 12:32 PM (CST) 125 Points
Since last year we have implemented a CRM sales tool (Siebel), the usability is as low as 10%.
Could you please tell me how can we improve it.
What kind of strategy we should use
What kind of planning we should do
etc.

Posted by: Rick Sebok* Accepted Answer
9/27/2004 12:40 PM (CST)
For starters, call the Siebel rep (or VAR) who sold your company this solution and ask them how these questions. Theoretically, they should want every installation to be successful and create a referencable account.

- Rick
 
Posted by: jason.koulouras* Accepted Answer
9/27/2004 1:57 PM (CST)
CRM implementations often underperform to expectations - do you know what the positioned business case benefits were to brining this system in and which groups were supposed to benefit from it?

Maybe it is time to go back to those groups and ask them how they see things going, has the system and software peformed to expectation, what can be done better etc. Nothing like asking the internal market what they think

Thanks
Jason
 
Posted by: Jett* Accepted Answer
9/27/2004 4:46 PM (CST)
Call the Siebel's rep.

That's what i would do!

Good Luck!
 
Posted by: thinkmor Accepted Answer
9/27/2004 5:16 PM (CST)
Hi Ajithatti

Speak to your people that defined your CRM strategy, who was involved with training of your employees?

Can't believe you have had no interaction or support from the Siebel reps, have they not helped you measure and track your effectiveness of your CRM deployment?

No calls, emails? You have a serious communication issue!

Before you call in the cavalry, make sure you have all the resources to support whatever action you decide to take.

Good luck


Zahid Adil
 
Posted by: ASVP/ChrisB Accepted Answer
9/27/2004 5:41 PM (CST)
Are you really talking about usability - or usage?

A usability of 10% suggests the CRM system is 90% unusable. Is that what you meant? Or do you mean it just scores 10/100 on a benchmark rating against a 100% usable system?

If the system really is only 10% usable why was it selected in the first place? Hqave you got what you thought you were buying - or something different?

Or, were you shown and told about a system which has not been borne out in what Siebel has provided? If that is the case you should be talking to Siebel and maybe you should be talking to your lawyers! Sounds like what you have had installed is 90% unfit for purpose!

On the other hand, if you are really saying the USAGE is only 10%, you need to review the business case which supported the purchase and analyse what transactions were targeted to be transferred to the CRM system, and what has actually been transferred. Chances are, you have an implementation which has been badly handled - or not handled at all.

Out of interest - how much money has your compnay paid for this system?

Time and time again I hear people in large companies suggest that their lives will be transformed when they get a CRM system. Yet these people usually have no plans - or even any clear reasons - for the implementation. They seem instead to have a high expectation of something magical happening - and expect that it truly IS magical, and therefore needs no analysis, planning, performance measures, management, supervision, fine-tuning, etc.

I would urge any company thinking about buying one of these (usually very high-priced) systems to have a good, hard think about what they are intending to use it for, and how they expect to get an ROI out of it.

Sometimes companies don't have the expertise or spare resources internally to conduct that level of analysis and critical thinking and need to bring in an outside consultant to assist - if this is you, make sure you select someone who is not selling the CRM system!

My company (which does not sell CRM systems) can be contacted via my profile should any KHE user wish to discuss this type of issue off-line.

Hope this helps!

ChrisB
 
Posted by: NuCoPro Accepted Answer
9/27/2004 6:24 PM (CST)
Not to sound scarcastic, but if only 10% of the people who should be using Siebel are, its not implemented - its only installed.

1. Did all the key management personnel participate in the decision to purchase the system, and are they committed to implement it?

2. How much training was done throughout the various types of positions?

3. Why aren't people using the system? (Ask them)

4. What is your position within the company - President, VP, project manager, marketing director?

CRM implementations require across the board dedication to achieve success. Management must "push" adoption and people must be made aware of how the company and each of them will benefit from their full participation.

Licensing the software and installing it is only a SMALL part of the larger effort to really get a payback out of CRM. The software is basically only the tool, CRM really is a paradigm shift in the operation of your company; requiring changes at all levels and across departments and procedures.
 
Posted by: rubukas Accepted Answer
9/28/2004 7:02 AM (CST)
.. this sounds like a very bad followup from your CRM rep. i assume that in your contract is have some clausule about training the employees, or key personell... CRM programs tend to be quite an investment, and as we all know.. investments are made to CREATE turnover.. not drain it...

...i think you should take this up with the Siebel's rep... have them create follow up courses...... make them SHOW that they live the life they preach.......
 
Posted by: sanjay* Accepted Answer
9/28/2004 7:32 AM (CST)
I agree with Zahid,partly by Chris.

Most CRM implementations go this way just like ERP had its beginnings. But ERP still is the backend.CRM is the front end and depends largely on Training, having clear startegies in tune with your companys market position.

A key reason to eaxmine would be to analyse root causes and try to debate within the company on how to simlify things. Siebel is a fantastic tool and should be looked upon as a tool.

Implementation resources generally are lacking in most companies that w have experenced.

My company could also help you out in putting things into perspective and by putting in the right direction.

I could give some examples. First question the source and valididty of the data.
usaability reasons could be that some people could get exposed on performance measures.
is it solving problems or becoming monotous. what are the users saying . This is important.

sanjay mandal
 
Posted by: telemoxie Accepted Answer
10/2/2004 10:54 AM (CST)
What do you mean by, "the usabiltiy is as low as 10%". Does that mean you are only using 10% of the features? Or, does that mean that only 10% of the folks are using the product?

If you are only using 10% of the features, that is not neccessarily a bad thing. It means that you have room for expanding functionality later on.

If only 10% of the folks are using it - that could be a problem. I used to sell CRM software some time ago, and recently had a good conversation with a Siebel rep. His words were that the software is designed to benefit the organization, not the sales team. (In fact, it is my opinion that most sales force automation and CRM software is very detrimental to the individuals on the sales team). Thus, if for some reason it is important to you to implement this software, you will need high level support in the organization. You will need to TELL the sales team, not ask them, to use the software. You should expect turnover, as sales folk are naturally suspicious, and since each has their own selling style which works for them.

(Despite my strong belief that this software dis-empowers (is that a word) the sales team, you should make a show of telling them the great benefits, etc...)

Why was the software purchased? What benefits were promised to the organization? Are those goals worth pursuing? Are they relevant to the key issues facing your organization? Suppose you upset the apple cart, and had 20% to 40% turnover in the sales team, would that be worth it? If so, go get the support of the key people in your organization, and "damn the torpedos, full speed ahead" and jam that software down the sales team's throat.

If the need for the software is not so dramatic that you must implement it at any and all cost - what is the main benefit you can receive from the software? If you need a central source of information, can the new software be integrated with existing systems, so that your team can continue to work as before, and you can have a central source of information?

p.s. What are the sales teams doing now? How is customer support handled now? Do you have the budget and resources to replace and integrate ALL of these functions?
 
Posted by: pkemper* Accepted Answer
10/8/2004 1:31 AM (CST)
Some tips to fix it, if is is truely usage that is the point:

1. If your company culture allows it, have top management set measuarble standards on usage and reflect it in the personal objectives of your sales people.

Examples:

a. Set a standard on compliance: 200% of the forecast value should be in the Siebel list of opportunities
b. Start measuring the ratio of closed (won & lost) deals compared to all opportunities in the system and discuss them every month with the sales teams.
c. Show regular data quality measurements and discuss them in the sales teams.

2. If the stick does not work and you want to try the carrot:
a. Alsways make use of Siebel contact data in marketing and do not allow sales people to send in their extra lists for communication. If issues with individual sales people arise, discuss them with their managers.
b. Create some automatic communication to clients and prospects, based on specific data in the Siebel system. For instance, if a new product version is released, automatically inform existing clients of older versions. If contracts expire, automatically add leads to the system.
c. If opportunities change status, e-mail the sales person some useful links for their next client appointment.

Ultimately you do not want to throw away the investment and will have to make do with the current system. Therefore, it is these kind of add-on activities around the implementation, that have to help you move it forward.
 
Posted by: Val (Moderator)* Moderator Response
10/13/2004 8:34 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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