Customer Relationship Manager

Understanding Our Customers

Personas and Workflows

We developed personas outlining the general characteristics and goals of our current clients (small businesses) and found that while many of our clients wanted to grow their business, their day-to-day concerns were ruled by simply running the business and optimizing their schedules.

Phone Interviews

With most of our clients (small businesses) spanning all over the nation, we started by cold calling roughly 100 of our clients to set up phone interviews to get an understanding of what the everyday workflow of our customers look like. While conducting phone interviews is not ideal methodology to understanding workflow, time restrictions and resource constraints led us to contacting as many customers as possible via phone.

Wireframes to Test the Conceptual Models

We created some low fidelity wireframes to test usability and comprehension of our CRM system. Our goal was to create a system that requires the least investment from our users to move a customer through the life and transactional cycle.

Usability Testing and Recommendations

We ran moderated usability studies on our own customers trying to identify the effectiveness with the product. While we got overwhelmingly positive feedback on the system itself, we had unanimous feedback that this was a system that, while very "cool," would not be something they'd purchase. Many customers already had a system that not only managed customers, but completed another portion of their workflow. Without the nuanced understanding of all 250+ segments that Yodle services, there was no way we would be able to succeed in this line of work.

We recommended a focus on integrations with other 3rd party database systems to leverage daily workflow. This resulted in a shift in the entire company's trajectory for 3 quarters to focus on Quickbooks, Maaco, and Mitchell integrations. 

Contact me for a walkthrough of our work and proposal.