Dears,
I need to admit that the excitement I had few years back about
Oracle Fusion is now back again and Team are quite excited to explore the
functionalities in detail and take our league of crm experts to the next level. Designed from
the ground-up using the latest technology advances, Oracle Fusion Applications
are 100 percent open-standards-based business applications that set a new
standard for the way Team innovate, work, and adopt technology. Built on a set
of unique design principles, only Oracle Fusion Applications set a new standard
for business.
Oracle
Fusion Customer Relationship Management (CRM), a component of the Oracle Fusion
Applications suite, sets a new standard for CRM in sales performance
management, enterprise integration, and business flexibility. How the existing
Oracle CRM application will benefit with Fusion CRM coexistence.
- Maximize
revenue potential: Siebel CRM and Oracle CRM On Demand customers can take
advantage of Fusion CRM’s sales planning module to create optimized sales
territory, incentive compensation, and quota recommendations
- Gain a
single view of your customer across the enterprise: Oracle E-Business
Suite, PeopleSoft, JD Edwards, and Siebel CRM customers can leverage
Fusion Customer Hub to consolidate and cleanse customer data across the
enterprise
- Centralize order orchestration across multiple capture and fulfillment systems: Fusion Distributed Order Orchestration provides Siebel CRM customers with faster time to revenue through optimized fulfillment processes and more accurate order promising through a global view of supply
When
designing the Oracle Fusion CRM SFA products, the Oracle Fusion User Experience
team employed a variety of user-centered techniques to explore the goals, needs,
methodologies, and work environments of CRM users. They have interacted with
people from large corporations to midsize businesses to mom-and-pop settings,
where the president of the company was always within earshot of the person handling
the phone. In addition, team conducted in-depth field studies to observe
how end users, such as sales representatives, use their mobile and other
wireless tools and devices when on the go. Altogether, the Oracle Fusion User
Experience team conducted more than 70 usability studies for Oracle Fusion CRM.
More than 250 customer organizations and more than 550 individual participants
took part in these studies. One of the most pervasive themes from the usability
research that Team conducted was that a CRM application will not be embraced
unless its user experience results in increased sales.
Some of the User Experience
principles incorporated to make Fusion CRM a best in class CRM Solution are discussed
in this article.
The user-centered design (UCD) cycle
begins with identifying who our users are, learning about their
characteristics, and then engaging in
their worlds. For Oracle Fusion CRM, Team spent a lot of time with
people who sell and people who manage
sales teams. Although the size of the companies, the scope of
territories, and the quotas and goals
can vary considerably, Team found certain values and practices in
common across CRM users.
Deal is the Big Deal
Success in sales is clearly defined.
Quotas are set at individual, group, and company levels. Many
metrics are employed to determine if
sales goals are being met. Our users are laser-focused on selling.
Oracle Fusion CRM is designed to
enable users to flow through and manage the sales process in a way
that models the techniques that they
have honed and are familiar with. But there’s a modern twist: a
user experience that dramatically
increases efficiency. With quick lead identification, easy step-by-step
creation of personalized sales
campaigns, real-time access to information on products and customers,
and meticulous cross-checking before
closing a deal, Oracle Fusion CRM brings the needed tools and
information right to the user in a
centralized, integrated desktop. People who sell are generally not interested
in technology for technology’s sake. What they are interested in are usable
tools that help them sell more. As their environments change, salespeople need to
access their CRM applications in different ways, such as through the Internet,
mobile devices, or other desktop clients such as Microsoft Outlook e-mail or
calendar. Team designed the Oracle Fusion CRM user experience to do exactly
that: help users sell, wherever they are.
Oracle Fusion CRM saves the salesperson
time by organizing and automating their daily tasks. The entire sales flow is
laid out in a way that makes sense. For example, there is no need to leave the
task at hand in order to hunt for needed information. Customer data is right at
your fingertips. Relevant product information can be pulled in without
wandering around the application to find it. Because the daily lives of
salespeople are consumed with communicating, advanced social networking tools
are included to facilitate real-time collaboration (pic). Convenient tools
for tasks, such as qualifying leads with an easy question-and-answer-based
interface and predicting customer requirements, are integrated into the user
interface exactly where they are needed. And deciding which potential opportunities
to focus on is made easier through the Oracle Fusion Sales Prediction Engine
Just like the people they manage,
sales managers are driven by “making the numbers.” These sales
managers need a user experience that
enables them to conveniently manage their territories; aggregate
information to help them train, lead,
and motivate their sales staff; and produce revenue results that
grow their companies. Oracle Fusion
CRM makes their jobs easier by organizing the information that
they need in a way that supports
decision-making processes. For example, by providing a single place within the
user interface to plan, align, and publish territory proposals, Oracle Fusion
CRM helps
managers maximize revenue potential.
Or, consider the perpetual challenge of forecasting. By taking
advantage of the Oracle Fusion CRM
consolidated view of forecast details across territories and sales
representatives, sales managers can
increase the accuracy of their forecasts.
Sales Coach
The Sales Coach concept in Oracle Fusion
Sales helps salespersons learn their company sales processes by guiding and
prompting them as they go along, thus improving sales performance and
consistency across global teams. The ability to transfer knowledge from one
user experience to another accelerates the learning process. With that in mind,
Oracle Fusion CRM incorporates many of the conventions that sales representatives
are familiar and comfortable with from the Internet. For example, new users
generally already know how to send e-mail, search and navigate the Web, and
interact with others in online communities. Users can perform these functions
in much the same way in Oracle Fusion CRM. In fact, users can access Oracle
Fusion CRM from within a Microsoft Outlook application. Also consider social
networking, an indispensible online activity for a sales team. Oracle Fusion
CRM provides social networking tools right within the application, such as
embedded discussion forums that facilitate synergistic collaboration in the
context of creating a compelling presentation associated with an opportunity.
Users can easily access these tools and many other features from a desktop or
from
mobile devices, such as an Apple
iPhone or Research in Motion, Limited, or BlackBerry. Sales representatives
will find even more Internet conveniences built into Oracle Fusion CRM. Want to
contact someone right away? Simply
click the icon to the top left of the contact’s name, and all
available contact information about
that person appears. Internet users are accustomed to searching.
Not only does Oracle Fusion CRM
provide robust keyword and advanced search functionality, but
also it enables users to tag objects
directly, providing for easier recognition, searching, and
organization.
A
Smart and Adaptable User Experience Boosts Productivity
Productivity improves when people can
organize their work environment the way that they like. The
Oracle Fusion User Experience team
designed Oracle Fusion CRM to support the way that people in
sales perform their jobs. Users can
personalize their desktops to suit their work styles by directly
manipulating the way information
appears. They can perform basic customizations, such as reordering
and resizing table columns, as well
as perform enhanced functions, such as personalizing and moving
regions on dashboards and embedded
utilities. Here are some examples:
• Automated logging of customer
interactions reduces manual data entry, leaving more time to actually
interact with customers.
• Users can search for opportunities
that meet specified criteria, such as revenue potential and
opportunity status, and then save the
search and set it to automatically run for future use with the
Oracle Fusion CRM personalized search
utility.
• In-context user assistance provides
a formula for a particular forecasting metric when your cursor
hovers over a field labels. Users
don't need to leave a task and look elsewhere for explanations.
Master
the Customer Data
One of the most challenging aspects
of selling is keeping track of customers and filter through the
considerable amount of fragmented
data that piles up based on multiple interactions over time. Oracle
Fusion CRM provides a practical,
agile solution for this dilemma by keeping updated, robust
information about customers all in
one convenient place. The centralized Customer Center enables users to stay put
and brings everything that they need to know about a customer directly to the forefront.
A collapsible pane on the left side of the Customer Center displays a
navigation tree that
illustrates multiple aspects of a
customer, such as contact information, associated service requests,
assets, leads, and opportunities,
making it easy to quickly access needed information. Salespeople stay
well informed and current with their
customers, further enhancing their relationships with them.
The Oracle Fusion Opportunity
Management Detail page helps users quickly grow an opportunity by integrating
relevant, key customer data and history with information about status, progress,
available products, references, and competitors. Sales representatives can add
discussion topics directly within the Opportunity Detail page and sales team
members can collaborate about a related topic in preparation for a deal. Having
all of the information, communication, and planning for an opportunity in one
place helps users move the process along quickly and helps users track their
opportunities every step of the way. In Oracle Fusion CRM, users will find useful
analytics, such as interactive data visualization charts and graphs, graphical
heat maps to identify and analyze system recommendations and prospects, and
view switchers to help analyze different data dimensions. With tools such as
these available within the context of a given task, salespeople can make well-informed
decisions in a timely manner. Identifying the best opportunities to pursue is
one of the most critical decisions that sales
representatives and sales managers
need to make. The Oracle Fusion Sales Prediction Engine can look
at past sales transactions and
compare them against account history to identify similar opportunities.
The Oracle Fusion Sales Prediction
Engine can help users decide how to prioritize opportunities, increasing
efficiency and success rates by focusing on the most promising things in the
pipeline. Salespersons can use the thorough background provided by the Oracle
Fusion Sales Prediction Engine
to demonstrate sensitive and informed
insight into the needs of their customers, helping to make a compelling case
for their next purchase.
I very well see there is a compelling
case for every CRM customer to have a look at Fusion CRM and for Oracle customers
,Fusion CRM application is very much option to consider and enable their
Salesforce to go beyond the conventional selling and embrace all the technology
advancements provisioned by Fusion CRM.
Loving P&C
DC*
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