Enhancing CRM systems with AI

The research was initiated to address the cluttered CRM system at ServiceNow, which hindered discoverability and impacted seller reps productivity. 

The research led to an 85% adoption rate of the AI tool, with 70% of sellers reporting improved productivity and 65% accessing critical information more efficiently.

User Quote:

" Often the CRM product (name concealed) is hard to use and I cannot find opportunities I am looking for to update or add notes or for that matter even call the clients. This AI tool (name concealed) makes it so much easier for me. This definitely meets all my needs, I have to get my job done."

Why :

The CRM system at ServiceNow was cluttered, with a vast amount of information that hindered discoverability and impacted seller productivity. Key elements like account plans, entitlements, opportunities, sales cycles, prospects, and seller collaboration notes were difficult to navigate. This created inefficiencies for different persona types—such as sales representatives and account managers—who struggled to access the relevant data they needed quickly. To solve this, our research aimed to transfer relevant CRM topics into an AI-powered tool that could surface critical information for specific roles, thereby improving efficiency and reducing frustration.

How :

The research began with an in-depth analysis of the CRM, where I studied its structure, including key areas like dashboards, account plans, and collaboration notes. I then conducted user interviews to understand the unique needs of different persona types, such as sellers, account managers, and sales ops teams, focusing on what information was most important to each group and why. This data allowed me to define key persona types and tailor relevant topics for the AI tool. The AI tool was designed to surface critical information specific to each role, streamlining their workflow. I tested the tool for accuracy and relevance and worked closely with teams to ensure it met user expectations.

Impact: 

The AI tool launched across ServiceNow’s global seller base, seeing an adoption rate of 85% within the first three months. Surveys revealed that 70% of sellers reported a marked improvement in productivity, and 65% stated that they were able to access critical information faster than before. The research not only reduced time spent navigating the CRM but also provided tailored insights to each role, which helped increase engagement and overall satisfaction. The tool is actively being used to improve the overall sales cycle, and post-launch surveys are being conducted to gather ongoing feedback for future improvements.