RESEARCH REPORT

In brief

In brief

  • Our research shows senior executives don’t feel they are getting to value quickly enough with their CRM platform.
  • Involving frontline users when determining capabilities, processes and more will help adoption and use.
  • Designing from a blank slate—for future growth, not legacy needs—will allow for more targeted value faster.


Why aren’t companies realizing CRM platform value as fast as they want?

Ask senior Financial Services executives if their CRM platform delivers value, and you’ll get a resounding "yes" from most. But ask if they’re getting to that value quickly enough, and they’ll tell you a different story.

Why? Recent Accenture research reveals important lessons. It stems from a lack of frontline-user capabilities—the kind of future-forward capabilities that fuel growth.

The good news: our research highlights two major boosts to realizing value more rapidly: .

  • Design for frontline users
  • Design from a blank slate

These efforts, on the front end, can save companies headaches and lost value on the back end.

Why focus on your frontline users?

Front-office, frontline users are not feeling the love—and it shows. While senior executives believe their companies are exceeding value expectations with CRM, 40% of frontline users said they were dissatisfied with the value of the software.

The disconnect points to implementing platforms without taking the user experience into account. An astonishing 98% of senior executives confessed a lack of knowledge of actual frontline business processes versus intended frontline business processes. This led to CRM being installed with little regard for actual frontline business processes, rather than interwoven into them.

Companies that design their CRM platforms by centering them on the needs of the frontline workers who use them every day are more successful with those because they provide a better user experience and have matched the platform’s capabilities to the way the frontline really works every day. Before a CRM platform implementation or upgrade, involving frontline users to understand their real-world processes allows organizations to reap full value from their investment. It creates user buy-in and allows the front office to bring user feedback and needs into the loop.

Companies that instead just "serve up" the platform risk leaving value on the table.

Companies that design their CRM platforms by centering them on frontline workers needs are more successful and provide a better user experience.

Designing from a blank slate

Many companies have funded CRM upgrades, replacing legacy systems. But too often we see companies use the legacy system as a roadmap for what they need. The features and capabilities emphasized in the new platform are more about quickly producing a minimum viable product— instead of about creating the new or enhanced capabilities that fuel new growth.

Yet, frontline users in our study prioritized growth.

This graph shows how frontline staff would like higher investment in CRM to enable them to grow their skills.

High use, high value

Our research shows that focusing on the highest-value, highest-use capabilities, designing around your frontline users and for growth, helps companies maximize value from their CRM investments.

Getting started

A CRM platform, when designed for the frontline and focused on growth capabilities, can drive accelerated value realization. To get the most out of yours, involve your people upfront and design with future growth in mind. Your frontline users—and ultimately, your customers--will thank you for it as their experience continues to get better and better.

Erika Scanlin

Managing Director – Talent & Organization


Erik Vandermause

Senior Manager – Customer, Sales & Service


Mohammad Misbah

Senior Manager – Technology, Salesforce Intelligent Platform Services

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