Nucleus research for ACT! 3

Rex

Simplicity is one of the major keys to unlocking user adoption, particularly around
a customer-facing application. It’s crucial when creating the user interface that
you eliminate what is non-essential and make sure what is necessary is easy to
access and manipulate for each individual. Providing some or all users with their
own dashboard or view of the information they need will shorten the learning curve
and boost adoption. Remember, having more tabs isn’t necessarily better. As one
user said, “We’ve customised some screens so that we don’t clutter them with
things that don’t mean anything to the user. There are so many customer fields
someone can be overwhelmed. Just give them the data they need to work with.”

Rex

Before you start customising, you’ll also want to think carefully about how sales
people will access and view leads. The leads must be appropriately defined and
segmented in ACT!. Will you segment leads by date, region, business type, or
active status? How will they appear to users? Clear definitions make it easier to
extract relevant information and act on it, and defining them before go-live will
save you difficulty later.

Rex

Additionally, keep in mind that some features are more or less relevant to certain
users. For example, one user found that the opportunity list is best when used to
service a single repeat account, but it isn’t helpful for one-off sales, while others
found it an integral part of their sales process. Successful customers said ACT! was
user-friendly enough to require only one training class, or it could be learned on
the fly. Clearly defining your processes, keeping the screens simple, and matching
ACT! to the way you work are ways to ensure that.

Rex

Consider the networking needs of your sales force
Companies all have different network infrastructures and capabilities. The greatest
ROI is usually achieved through productivity gains through technology that meets
the needs of both individuals and groups in a company. Given that many
salespeople may be remote or often on the road, they will need to be able to
access their CRM software through the Web. Additionally, when they are not
connected to the application, they will still need to work in ACT! and update their
customer data.

Rex

Sage Software has designed ACT! so it can be rolled out in a variety of ways: via
the Web for mobile workers, in a client-server configuration, over a thin client
network, or in a hybrid environment.
For instance, one company runs the system at its headquarters over a Citrix thin
client network, while remote staff keep a copy of ACT! on the hard-drives of their
computers and synchronise data over the company’s Virtual Private Network. “I
love the fact that its one of the few systems that can be put on my hard drive and I
can work offline. I can do all my work when I’m on a plane.”

Rex

Don’t forget to feed and water the application
Just like any other application, ACT! will likely need some ongoing support to
ensure it runs properly. Nucleus found ACT! support tends to fall outside the IT
department’s purview. A half-dozen users suggested appointing someone to do
some lightweight troubleshooting, depending on the complexity and size of the
implementation. This would include helping do screen configurations, reporting,
and ensuring the application is being used effectively on a daily basis.
ACT! doesn’t require the constant and extensive IT support needed for full-function
CRM applications. However, managers or IT staff in companies with 10 or more
users should consider allotting an hour or more per week of administrative time to
support ACT! to ensure it delivers maximum benefit.

Rex

Such administrators also can make sure the data in the system is clean and that all
the sales people are regularly inputting into it. One user noted that in their
company individual sales people are tasked to look at their own leads, but aren’t
allowed to see those of others. Someone in a management position therefore has
to be able to get access to all the customer information across the board. If ACT!
is going to service more than handful of sales personnel, then it will be worthwhile
for a salesperson or department head to oversee the system and help keep
everyone else productive. As one user said, “I think if you have 10 or more users,
you need an ACT! administrator in-house. Somebody who can load up the contact
information, clean out the database, and run the reports the right way. They keep
things going for the salespeople.”