How UX enhances CRM

March 14, 2022

A world without CRM or UX is hard to imagine. While both are unique in their way, when put together, it optimises businesses unlike any other.


Even if you've never heard the term "User Experience" (UX) before, a bad user experience is easy to spot. And one in a customer relationship management (CRM) software is more than just a nuisance. With bad UX, production capacity can be brought to a standstill. 


On the other hand, having a really good user experience on your website ensures that your site visitors can find what they're looking for quickly and easily. Customers and partners will be more likely to return to your site if it is filled with relevant content and has a well-designed interface.


Difference between CRM and UX


In today's business world, CRM is a vital element for tracking and measuring the company's interactions with its customers. The CRM tool can be used to support a wide range of activities related to customer files, such as helping customers better understand their needs and maximising sales efficiency. Secondly, this tool can tailor products to the specific needs of customers, allowing for more precise targeting.


Meanwhile, UX, in simple words, involves accomplishing goals without hiccups or snags without ever having to read instruction manuals. A positive user experience elicits an emotion that motivates users to continue using the application. Good user experiences empower users, increasing their efficiency and confidence. The user experience strategy's focus is to achieve the optimal experience for the ideal user at the right time on the optimal device. All this, to increase a user's performance.


CRM and UX share many characteristics. The customer-centric philosophy is the most important one. CRM is designed to improve customer communication and better fulfil their expectations. In a similar vein, UX focuses on the wants and needs of customers to deliver the best possible online experience.


When CRM and UX combine


Individuals who function with a well-designed process are more confident when they use it, which boosts their productivity. The way they act, how quickly they work, and how well they work together will all add up to make your business what it is. Make your system easy to use, simple, well-timed, and easy to figure out. When you have a better user experience, more things are getting accomplished.


To reap the benefits of system change, people must make use of it, be enthusiastic about it, and provide data to support it. The utilisation of CRM software is a common source of frustration for companies. It is estimated that only about a quarter of the CRM applications' potential has been utilised to date. A positive user experience encourages users to use the system. UX generates measurable business value and with CRM, presents tangible and financial benefits. They are as follows:


  • Boost in productivity 
  • Real value-creating activities will take precedence over time-consuming administrative tasks.
  • More affordable customer service and help desk services.
  • Fewer mistakes and usability issues, more self-reliance, and self-serve
  • Cost-savings, less time spent on training, more concise documentation, and a simpler onboarding process for new employees are all advantages.
  • Increased use of the CRM software


Importance of UX Designers for CRM


User Experience designers create, manage, and improve ecosystems of CRMs. They look for potential frictions, disturbances, and barriers that could impede the company's growth. They come up with solutions and assess them. It's not uncommon to think of UX designers as problem solvers. To create an experience, one must facilitate its constituent parts.


As a result, UX designers see businesses as complex arenas of interactions between people and their tasks, business goals, and the tools they use. UX Designers use a user-centred framework to optimise CRM activities and provide CRM users with the best possible experience. The design process begins with gathering requirements and then conducting extensive research. In the evaluation phase, user feedback is used to identify areas for improvement in solution prototypes. All that matters are people and their jobs in this world of business. 


The activities that employees perform daily add value to the company as a whole. During the design process, these operations and people are of the utmost importance. People who will truly use the product are given extensive attention to their needs, expectations, mental models, and limitations. Users examine the validity of UX designers' assumptions by interacting with the system in a real-world setting.


Final thoughts: Because Customers' expectations are constantly shifting, your business website must be flexible enough to meet those shifts. Finally, CRMs are designed to provide you with real-time insights into how your customers perceive their interactions with your brand. To keep up with your clients' changing needs, you can rely on CRM to assist you in making the necessary website changes to ensure the best possible user experience for your clients and prospects.

- Blog written by Radhika Takjhare

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