"We can do this in a better way."
That's the conclusion that M. Holland came to when they recognized the need for a CRM solution. They pinpointed deficiencies in their business processes and looked to CRM to take them from -1 to 0. But what started as a CRM implementation project evolved into so much more the moment they realized that by changing nothing, they could change everything. They didn't need to invent new processes or technologies. They needed to alter the delivery of the information they already had and make the functions they always had to do more accessible. To get from 0 to 1, and a place where they had a competitive advantage, they needed a mobile application.
Take it to the field
In the early stages of their CRM project, M. Holland team members took our UX architects into the field to collect essential observational data. They went on ride alongs to watch how people actually did their jobs, instead of listening to them explain how they thought they did their jobs. We found that what was supposedly being met on paper wasn't being met within the context of modern mobility. And with that, the conversation headed in a new direction - towards the creation of a mobile app.
No wheel to reinvent
The mobile app discussion was far from revolutionary. Mobilizing your business doesn't require you to make big changes in relation to what you do or how you do it; it requires you to change how the information and processes you have are communicated and accessed. Once in the field, M. Holland recognized that their people were trapped in the paradigm of their every day. Their sales force was frustrated with their existing tools and felt stuck. Getting information from various locations and drives in their laptop was a painful task. What their team needed was a fresh perspective.
IT to the rescue
It took a technology person to uncover that fresh perspective. Through the participation of junior-level UX activities, M. Holland's IT team was able to understand the tactical flow of events that the field team completed in the real world. Understanding the back and forth of activities and data in a dynamic way allowed them to see things differently, and beg the question: what if we did all of the things we're doing but in a mobile-centric way?
Enter Sonoma Partners
M. Holland’s IT team laid the framework that allowed our UX team to create the mobile solution that they were looking for. Take a tour of two of the app screens below:
Account – Canadian + Ship To
Take a look at the landing page for an account in the phone app. We put the absolute key information, specifically information that a user might need on their phone, on the surface as soon as an account is located.
Here you can see the account name and number along with the ship-to details. This is useful for the common case of speaking with M. Holland Customer Service on the phone. If a shipment is delayed, a rep will need this info and it’s important that it’s easily accessible.
The Alerts + Tasks section clearly shows any outstanding work items related to this account. The contacts section allows the rep to tap in and see all contacts at this account. Since we know a rep typically deals with one primary point of contact at a given account, we created a special display of that person’s info on the front page. We then give one-tap access to the rep so they can quickly email or call that individual.
Breaking the task list into “Needs my attention” and “Awaiting others” is a relatively simple concept from a CRM customization perspective. But in a mobile app, it is a very big deal. This function allows the app to replace excessive amounts of emails back and forth between sales reps and product folks. With one tap they can answer two questions:
- What do I need to work on?
- What’s the status of XYZ I fired off?
Finding the answer to both of these questions used to require annoying searches through an overfilled inbox. With the app, problem solved.
A solution that has:
- Improved customer experience, leading to more opportunities and growth
- Pushed the technology team to be engaged in the business
- Increased credibility of the organization in the eyes of their customers
- Capitalized on the momentum of mobility to better serve their field team
Neil Goodrich, CIO of M. Holland Company will be presenting How Changing Nothing Can Change Everything on Tuesday, May 12, 2015 at 3:30 pm at appsworld North America 2015. Come learn more about how M.Holland achieved their mobility goals and how the IT team played a central role in creating that vision.