Summary:
Redesigned Scripbox’s CRM. From the existing system of customer database for the CRM to getting CRM users’ workflows on it to integrate all customer data in one place, facilitating customer data analysis using back-end AI, which was non-existent before leveraging untapped opportunities resulting in business growth. AI trained to analyse, look for certain patterns and notify concerned CRM users, making them fast, efficient and more productive, enabling them to be proactive on opportunities to cross-sell, upsell and prompt customer service.

The Story:
Multiple user groups, multiple systems and messy workflows, what do all these have in common? Complexity. 

Handled this project alone with the PM, identifying core problem and solving it. The problem? Not the UI, not the UX but the untapped business opportunities. Which is what I solved using AI. Not just the UX of current system wasn't working but current system itself was just a database of customer profiles hosting data from the product app that different user groups would access.

​What is the objective of having a CRM? Is it just for customer service? Taking calls resolving queries? No, a CRM is much more than that and that is what the current system at Scripbox was missing. Employees left because of the frustration with project before I took over, because no one was looking at the problem. 

The Solution? Bring all customer data in one place so IT CAN BE ANALYSED. Crucial customer data which was being collected by individual employees/users of CRM by directly talking to the customers was being stored in excel sheets outside of CRM because of dispersed workflows. Bringing workflows that collect customer data on CRM, employing AI to analyse the data to look for pattern and present the insights to correct CRM user group so they can act on it quickly. Timely alerts, upsell and cross sell opportunities, delivered in seconds that would take users to analyse and act on days! So respective users could work efficiently growing the business.

​How? Researching the CRM systems- the objective of having a system like that, what other businesses are doing with it. Identifying the User groups that use Scripbox CRM, and studying them. I conducted a large user study of 8 user groups, 3 users from each group interviewed them, taking snapshots of their day, observed their workflows and identified the problems they face while doing their work, the data they collected and identified untapped business opportunities. AI- integration to analyse the data to spot patterns and give timely alerts. 

The Impact:
Created a system that brought all crucial customer data in one place. The user experience, for CRM users aiding in simplified workflows reducing friction in their day to day work, making them more productive.

The Process:
Domain research to understand the CRM domain, Existing CRM system evaluation, Large user study with 8 different user groups with detailed interviews and workflow walkthrough, Identified user needs, Tasks and Task flow analysis, Information architecture, Documentation.