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.
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
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.