Although the technology underpinnings of your CRM system are probably rock solid, the old world view of the solution as a handy contact database still exists. Technology focused on human factors can benefit CRM adoption and usage, and also encourage users to take full advantage of its capabilities to gather and disseminate all the pertinent details professionals need to thoroughly understand a client’s business, priorities and current requirements. Shifting user perspectives to this value-added role will require firms to pay more attention to human factors surrounding CRM adoption and usage. Technology can encourage the change by making the solution easier to use, readily available and more proscriptive in guiding user actions. See which evolutionary steps CRM is already taking, discover what’s coming up soon, and find likely ways your firm can help keep users on the same progressive path.

1. Tre ad m i ll s v. Wi n d m ills :
Finding the Human Factor
in New Technology

2. Snehit Cherian
Krista Fuller
Toni Minick
Director of Product Development
LexisNexis Interaction
Director of Product Marketing
LexisNexis InterAction
Sr. Product Manager
LexisNexis InterAction

3. SOURCE: http://socialmediatoday.com/bryan-kramer/2115561/there-no-more-b2b-or-b2c-it-s-human-human-h2h

4. What do we REALLY need?

5. V

6. Traditional CRM
Is it worth the effort?
• Drives demand generation
• Supported by traditional sales
management
• Resource-intensive
• Often expensive
• Supports staged, repeatable
processes

7. Traditional Sales Process
LEADS
OPPORTUNITIES
PROPOSAL
CONVERSION
Monitored Intake
Qualified business
Sales Negotiation
New Deals

8. New CRM
Revenue Generation
• Relationships – not leads – propel
business
• Effort focused on building
sustainable networks – one client
at a time
• Success generates more success

9. STABLE AT THIS
OPERATING POINT
UNSTABLE
AT THIS
OPERATING
POINT

11. Windmills in CRM
1
Exposed Dark Data
2
Patterns of Power
3
Insights Delivered
4
High Quality Data
5
In the Cloud

12. Windmill
1
Exposed Dark Data

13. Do you know Bob?
• Contact Collections
• Emails
• Meetings
• LinkedIn
1

14. 1

15. What could you discover?
• Clients most at risk
• Cross-sell potential
• Most effective revenue drivers
You have this data
1

16. Windmill
2
Power of Patterns

17. 2

18. What could you discover?
• Clients most at risk
• Cross-sell potential
• Most effective revenue drivers
2

19. Windmill
3
Insights Delivered

20. 3

21. Driving Growth
$2 Billion
$760 Million
$340 Million
3

22. Windmill
3
High-Quality Data

23. 4
• Track data that will move the needle
• Maximize data that doesn’t change often
• Create categories or ranges of data
• Pick the right data source
• Limit the companies & people you manage

24. Windmill
5
In the Cloud

25. 1999
5

26. SOURCE: http://socialmediatoday.com/bryan-kramer/2115561/there-no-more-b2b-or-b2c-it-s-human-human-h2h

27. Q&A

28. Contact
Krista Fuller
Director of Product Marketing, LexisNexis InterAction
krista.fuller@lexisnexis.com
Toni Minick
Sr. Production Manager, LexisNexis InterAction
toni.minick@lexisnexis.com
Snehit Cherian
Director of Product Development, LexisNexis InterAction
snehit.cherian@lexisnexis.com