Case Study:
CRM Module for ERP System.
Enhancing Client Relationship Management for Improved Efficiency
Overview:
At Cinqd, we needed a robust Customer Relationship Management (CRM) system to streamline client interactions, improve sales tracking, and enhance collaboration. The goal was to design a user-friendly, scalable, and efficient CRM module that empowers our team to manage client relationships seamlessly.
Final Design:
Problem Statement:
Before implementing our CRM solution, the company faced several challenges:• Scattered client data across multiple spreadsheets and communication channels.• Lack of a unified system to track sales pipelines, client interactions, and follow-ups.• Time-consuming manual processes, leading to inefficiencies and missed opportunities.• Limited insights into customer relationships and sales performance.
Key Objectives:
The key objectives of the CRM module were:• Centralize Client Data.• Improve Lead Management.• Enhance Collaboration.• Automate Routine Tasks.• Provide Actionable Insights.
Research & User Insights:
To design an effective CRM, we conducted user research involving sales, marketing, and account management teams. Key findings included:• Sales teams needed a quick way to update client interactions without extensive data entry.• Account managers wanted a clear view of client history and ongoing conversations.• Marketing teams required integration with email and campaign tools for better outreach.
Collaboration:
Collaboration played a critical role in shaping the CRM module. I worked closely with:• Stakeholders to align business objectives with user needs.• Sales and marketing teams to define key pain points and must-have features.• Developers to ensure technical feasibility and smooth implementation.• Product owner to maintain design consistency across the ERP system.• Product Managers to validate workflows and improve user experience.
Design Process:
a. Wireframing & Prototyping:• Created low-fidelity wireframes to map out core functionalities.• Developed interactive prototypes for usability testing and validation.
b. UI/UX Design:• Intuitive navigation – easy access to customers/suppliers profiles, tasks, contacts, Emails and documents.• Quick action buttons – for adding notes, scheduling calls, and setting reminders.• Implemented customizable filters to quickly find customers/suppliers details.• Manage columns feature to customize the order of data and save them as presets.• Update field feature to multi edit customers/suppliers data.• Help sections for quick access to help center.
c. User Testing & Feedback:• Conducted usability tests during design walkthroughs with different teams (Design, Management and Development).• Iterated designs based on feedback to enhance user experience.
Impact & Results:
• 30% increase in sales efficiency due to structured lead management.• 40% reduction in time spent on manual data entry.• Improved collaboration across teams with centralized client insights.• Better decision-making with real-time analytics and reporting.