The Fear of/Resistance to Change Syndrome dictates that the less the users have to change the way they work, the more likely they will adopt any new system that is based around what they are already used to. So if your users are already sending mail, managing their own contacts in their own Personal Contacts folder, and scheduling appointments with the Outlook Calendar, they don’t want to change this. We saw this frequently in the past where the first thing users asked us after introducing a new non-Outlook-based CRM system usually was “Why should I learn a different calendar? – I already know Outlook and I’m comfortable with it”. And trying to introduce a system that “sychronised” or “integrated” with Outlook also caused endless problems with calendars that got “out of sync”, etc. So this did little to reduce user frustration.

The Resistance to Change factor has another side that’s reflected in a popular saying namely “Up to the age of 18 you make your habits; thereafter they make you”. The reality of these words of wisdom is summarized as follows: If a new system is introduced such that not only is training required to learn the system but one also has to form a new set of habits associated with the procedures necessary to run the system, then it will take the average worker 3 to 6 months to develop these new habits to the point where they are ingrained into their daily work routines. And invariably if the user does not see sufficient benefit in the system soon enough (i.e. before these new habits are fully developed), then they continue to do what they were doing before the new system was introduced and as such the new system falls into disuse. One common excuse we used to get during post-implementation audits from users who were found not to have been entering activities into the new CRM system was “Oh, I keep forgetting to open the system”, or “it takes too long to open the system when I need it”.

The It's Easy Enough Syndrome: If everyone is already using Outlook, and has been trained on Outlook, or at least has become familiar with its functionality then it will be easy enough for them to learn a few new things associated with “relating” items together to transform Outlook into a Customer “Relationship” Management system. Microsoft has made enormous investments in studying the usability of Outlook and soliciting user feedback. So why reinvent the wheel when the users already know (and usually love) this interface.

The Big Brother Syndrome: Installing a new Sales Automation system with Activity Analyses and Productivity Comparison Reports already conjures up the wrong impression amongst the sales people. However just adding to Outlook’s functionality to provide a customer-centric “related” view of the existing disjointed elements in Outlook (appointments, tasks, journals, contacts and documents) makes all the sense in the world to users, and does not introduce any negative connotations.

The “WIIFM” Concept: Here Outlook definitely comes to the rescue. Users already appreciate the benefits of Outlook as a “Personal Information Manager”, especially as Microsoft touts Outlook as being one. The emphasis on Personal implies the primary benefit is to the user and not necessarily the company. So Microsoft in that sense has solved the issue of “What’s in it for me?”.

Having looked at the fact that Outlook certainly addresses some of the “human” factors associated with a CRM implementation, we still need to look at how well Outlook meets the challenge in terms of functionality. We can do this by looking first at the basics of a Contact Management system, which still today is the core of any CRM system.