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Best Practices in Siebel CRMPerformance Management:
Monitor, Measure and Manage the End User Experience
e
xecutivewhitepaper
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2Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
Contents
Executive Summary
Why End User Performance Management is needed to optimize
Siebel CRM apps
ROI Isnt Real Until Its Realized
The ROI impact of issues with adoption and efficient and effective use
Traditional Performance Management Approaches Arent Enough
Monitoring system and application health is no longer enough
for service of business apps
Overview of Knoa Experience and Performance ManagerA review of the architecture and functionality of Knoa EPM
Knoa EPM Use Cases
Knoa EPM delivers results to the entire application team. This section
details use case examples compiled from Knoas customer base
You Can Manage What You Measure
The impact that real end user experience and performance metrics
can have on the application management team
Could You Benefit From Knoa EPM?
Four questions to help you evaluate the potential value of Knoa EPM
for your Siebel deployment
Knoa Software is
leading the performance
management industry
with end user experience
monitoring solutions
that reach beyond
infrastructure and
application performanceto the monitor, measure
and manage how end
users are utilizing the
application to optimize
business process
execution.
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3Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
Executive Summary
CRM solutions, like Siebel, automate complex business processes where high
levels of application performance are crucial. Yet many frustrated execs find
that despite the small fortune they have spent on products to manage servers,
networks and applications, the business constituencies still complain about the
performance, usability and availability of the Siebel CRM application.
What is often overlooked is that application performance is just one of three key
drivers of return on investment (ROI) from your Siebel application. An efficient
infrastructure is critical. Its important to optimize the Siebel application for your
own unique business environment, user needs and usage patterns. But, its all
for naught if you do not build and sustain adoption and efficient and effective
use of the Siebel application by your end users.
How can you tell how if your Siebel solution performs for each person who
uses it? How can you identify which users have difficulty executing which
transactions? What does it mean when your end users say the system is slow?
How can you pinpoint the actual issues with the real data you need to take
corrective action? Knoa can give you the answers.
Enterprises with mission critical Siebel deployments do not have accurate
measurements of adoption, efficient use, and effective use of the application by
the end users. Without these measurements, companies are unable to identify and
resolve critical issues that impact the users ability to optimize business process
execution. The result is significantly reduced ROI, and significantly increased cost
of application support.
Knoa Software is leading the performance management industry with end
user experience management solutions that reach beyond infrastructure and
application performance to monitor, measure and manage how end users are
utilizing the application. Knoa customers not only know if core enterprise
applications are delivering an acceptable user experience, but also, if
application users are executing key processes effectively and efficiently
the key to achieving business value and ROI.
An end user performance
management package
from Knoa Software is
capturing the CIOs
attention for its ability to
boost worker productivity
and optimize application
performance. KnoasExperience and
Performance
Manage-ment suite lets
IT departments measure
response times, distinguish
between system and user
error and monitor work
flows all in real time
Brian Gillooly
Optimize IT
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4Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
Knoa Experience and Performance Manager (EPM) monitors enterprise
applications from the perspective of the end user to capture the actual end user
experience. Knoa EPM captures transaction response times as well as ecosystemand application errors along with a time-synchronized workflow from all
users, at all locations, at all times, across the entire application. This information
is used for alerting and proactive remediation of end user issues (whether they
are system errors, user errors or performance problems). Knoa EPM also
analyzes and aggregates information to provide actionable insight into process
compliance, training requirements, adoption issues and a number of other
management dimensions.
Knoa EPM provides a complete picture of end user experience by focusing
on both the experience the end userreceivesfrom the application and the
performance the end userachievesworking with the application. You can think
of Knoa EPM as the third leg to the performance management stool
infrastructure, applications, and now, end user metrics. Think about it! The
infrastructure is monitored and measured and optimized; application execution
across that infrastructure is monitored and measured. In a recent study
conducted by Forrester Consulting an overwhelming 87 percent of IT executives
either strongly agreed (50%) or agreed (37%) that the best way to manage the
service of business critical applications is by measuring performance at the end
user level and rapidly resolving significant performance problems.
Clearly, theres a need for a change. In fact, the Forrester Consulting report
found that change is imminent. Sixty seven percent of the surveyed
organizations are either much more focused (27%) or more focused (40%)
on the end user experience than they were two years earlier.
Forrester concluded that best practices companies are intent on
collecting metrics on the end user experience.
For all the investment
in application
management solutions,
nearly two-thirds of
companies (66 percent)
rely upon help desk calls
as the main indicator
that end users areexperiencing response
time and/or availability
problems.
Forrester Consulting
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5Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
ROI Isnt Real Until Its Realized
The initial investment in CRM applications is high. Software licensing costs can
range from $1,000 to $2,800 per end user. Implementation services are 2-3
times the software costs and there is investment in back-end infrastructure.
Ongoing costs are high, as well. Software maintenance averages 20%, annually.
Gartner reports that 60% of ongoing costs of a typical deployment are for
support staff. ROI is only realized from this investment if the end users adopt
the application and use it efficiently and effectively to improve the execution
of core business processes which is very difficult to achieve.
Consider this all too common scenario that afflicts many CRM deployments.
Months after deployment a high percentage of the functionality is not being
used. End users complain that the application is slow and doesnt work.
Some users find the software cumbersome to adopt into their routines andcreate their own non-compliant work-arounds. Employee turnover slowly
erodes the user base proficiency.
Flying Blind
Heres how one of Knoas customers described the problem that led them to
deploy Knoa EPM.
User adoption of our CRM application has been stalled by a number of factors
affecting field productivity. There are complaints about poor response time, remote
users cant access the system, and its not clear if there are system problems or
if they are just using the wrong procedure. And across the board there are
complaints that things take twice as long with the new system. In the absence of
comprehensive and representative data, many discussions regarding applicationperformance are based on reported user impressions, limited visual observations,
and occasional stopwatch timings. This has resulted in extrapolations about the
performance of the whole system that are inaccurate, and lead to decisions that
are not in the best interest of the business.
Enterprises with mission critical CRM deployments do not have accurate
measurements of adoption, efficient use, and effective use of the application by
the end users. Without these measurements, companies are unable to identify,
and resolve critical issues that impact the users ability to effectively execute.
The result is significantly reduced ROI, and significantly increased cost of
application support.
One Version of the Truth.
Knoa EPM gives the
enterprise real metrics for
adoption, efficient and
effective use of the
application. With end user
metrics, companies areable to identify and
resolve critical issues that
impact the users ability
to effectively execute, and
hamper ROI realization.
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6Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
Traditional Approaches to Performance Management
Arent Enough AnymoreCRM applications like Siebel are complex. Its the flip-side of the flexibility they provide to meet a wide variety of customer
needs. Each Siebel customer has their unique business environment user needs, usage patterns, customizations, system
components, architectures and platform environments vary widely. In the face of this complexity, it is becoming increasingly
difficult for measurement and metrics taken at the infrastructure level (system, network or transaction management) to provide
a true perspective of the end user experience with the application.
In a recent study conducted by Forrester Consulting an overwhelming 87 percent of IT executives either strongly agreed
(50%) or agreed (37%) that the best way to manage the service of business critical applications is by measuring performance
at the end user level and rapidly resolving significant performance problems.
Knoa believes that the application is not performing from the end users
perspective whenever the end user is unable to effectively execute the keyprocesses required for their role. In our vision, application performance, from
the end user perspective includes:
Slow transactions
Cumbersome Navigation
System Errors
Non-intuitive user interface which causes excessive user errors
Knoa EPM goes beyond the response-time dimension to monitor and capture
metrics on the entire end user experience including system and user errors
as well as the user navigation and interaction with the application (workflow).
The monitoring capabilities of traditional performance management products provide a significant amount of insight
about application health (e.g. transactions that are failing; aggregate transaction response times, application availability).
Knoa EPM extends performance management to a whole new level by monitoring and managing the health of the end-user
population. Has the application been adopted? Are the end users using the application proficiently. Is the application enabling
the end users to efficiently and effectively? After all, adoption and efficient and effective use are the keys to ROI from the
application investment.
Snapshot of the End User Experiencewith online transactions(Source: USA Today, 2006)
Received Error Messages
Site Navigation Issues
Transaction Execution Issues
Login Issues
Content Issues
40%
37%
31%
31%
31%
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7Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
Knoa Experience and Performance Manager
Knoa EPM gives the Siebel support team a comprehensive "fact-based"
perspective about the end user's experience with the application. Who's using it?
What's the response time? Who's getting errors? How many transactions are
being abandoned?
Knoa EPM is the only end user experience management solution that monitors
the entire end user experience from the perspective of the end user. Knoa EPM
monitors the Siebel application from the perspective of the end user to capture
the actual end user experience, as well as ecosystem and application errors,
and a time-synchronized workflow from all users, at all locations, at all times.
Knoa EPM uniquely captures a complete picture of the end user experience
and behavior: Actual User-Experienced Response Time for key system transactions,
such as navigating between application screens, save operations, execute
operations, etc.
Complete Quality of Experience, including system and application errors
and user created errors
Comprehensive perspective of application utilization which transactions
are used, in what sequence, for how long, etc.
Knoa EPM is based upon a passive monitoring engine that is deployed to
the client workstation along with a template specifically designed for the
target application. This client engine monitors end users interaction with the
application. Knoa EPM selectively captures the actual steps, and the sequence
of events in the users interaction with the application. In addition to this time-synchronized workflow, Knoa EPM captures a number of metrics around both
the applications performance and the end users performance:
All user errors
All system errors
Transaction response times
This information, called track data, is transferred to the Knoa EPM analysis
server which prepares a series of targeted analyses and reports. This
information is viewed through the Knoa EPM Console, which presents a series
of management dashboards and drill downs for analyzing and querying the
performance data.
The combination of
the user-base coverage
and application depth
provided by this
approach is tough
to beat. With this
information, companies
can manage theperformance achieved
by end users, as well
as the experience that
they receive.
Bernd Harzog
CEO, APM Experts
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A Unique Architecture for End User Experience
ManagementKnoa EPM is based upon a unique architecture that was designed, from the
ground up for user-centric monitoring and experience management. Key
capabilities the architecture delivers are:
Automated Discovery
The out of box Knoa EPM solution automatically sees every Siebel transaction
and the steps that the user is taking before, during and after the transaction.
Knoa EPMs self-discovery capabilities eliminate, completely, the need for
customers to design a data collection strategy, define transactions to the system
or train the system to recognize new transactions. Automated Discovery means:
No up-front requirements definition or project scoping
Faster implementation using out-of-the-box templates lower overall cost of ownership
Adaptable technology to easily support the most aggressive release/update
schedules
Global Coverage
The out of box Knoa EPM solution gives you global coverage of the entire
Siebel application, across all instances and systems in the field. This global
coverage also gives you a comprehensive perspective on adoption and usage
across the entire user population.
Application usage
Transaction usage
Screen usage
Function usage
Active/idle time
User behavior
Non-Intrusive to Siebel Application
The Knoa EPM system does not insert tags or instrumentation into the Siebel
application, create any system events, or require any back-end processes
that impact application performance. The Knoa components do not require
integration with any components in the application landscape, whether front-
end or back-end.
Small Footprint/Low Impact
Knoa EPM uses a Seibel-specific template to selectively record the significantuser events that will produce actionable insight, without any discernable
system overhead or impact. It is this light operational footprint that enables
you to monitor and measure the user experience across the entire application
landscape.
The insight into actual
end user experience
gives us benefits across
the board, helping
target response time
issues, solve end user
problems faster, identify
usage and adoptionissues and even make
priority decisions on
ongoing application
investments.
Stuart Smith,
Director,
CRM Performance,
British Telecom
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Knoa Use Case: Performance Management
Improve Siebel Application Performance
Excessive application response time is one of the most critical performance issues encountered by the users of todays complex
mission critical applications. Its also a huge support problem. With Knoa EPM you know the response time that was actually
experienced by the end-user for every transaction, for every user, every time.
A leading consumer packaged goods company had put millions of dollars over 3 years in a new Sales Force automation solution.
The number one complaint from users was long response times for key functions, such as creating and saving CRM records. The
QA/Performance team was only able to act on these performance issues once they escalated to critical levels.
The company implemented the Knoa EPM system to detect performance fluctuations for key functions in real-time. Using an
alert system that notified the IT team whenever response times in the field exceeded set tolerance thresholds, the team was able to
preempt the escalation of performance problems in many cases. In addition, by being able to isolate performance problems to
specific areas of the application, the team also reduced the time to resolve critical issues.
See the forest and the trees. Knoa EPM delivers results to the entire Siebel support team.
Here are some real use case examples submitted by Knoa customers:
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Knoa Use Case:Application Utilization
Link investment and effort to business impact
With Knoa EPM you gain valuable, actionable insights into application utilization: Who is using the application and for how
long? Which areas and functions are most used? Which areas and functions are least used? What usage patterns are creating
strains on IT infrastructure? Knowing the usage profile for your Siebel application and your user base is the most fundamental
step towards application and user performance management.
The IT Support and Development team of a leading global financial services company received requests from their field users
to implement a costly and extensive functionality enhancement for their enterprise sales application. The IT team dedicated
considerable resources to implement this request and launch the new capability.
After the enhancement was implemented, using the Knoa application usage data, the IT Team discovered that few employees
actually used the new functionality. Based on this fact, and a detailed review of Business Operations based on Knoa data, they
made a decision to discontinue support. Eliminating the module from production saved the organization tens of thousands ofdollars in development time and resources.
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Knoa Use Case: End User Proficiency
Drive efficient and effective use by managing errors
With Knoa EPM solution you can identify 100% of all user-experienced errors, whether they are caused by user actions or by
any of the application layers. Knoa EPM also gives you the context in which each error was encountered and the path that the
user took before encountering the error. This information is available in real-time for the end user support team.
By implementing Knoa EPM, the IT department of a leading computer services company realized that a large percentage of
the errors encountered by users were never reported to the Support Desk. In particular, a single error type, generated while
executing searches, accounted for 25% of all errors generated by the companys CRM application.
The productivity losses and infrastructure impact of repeated and failed queries executed by users amounted to thousands
of dollars each day.
Based on the Knoa data, the IT department promptly identified the issue, which was then addressed with a two-fold strategy:1) provide targeted user training in order to avoid the error, in the short run, and 2) re-engineer the search functionality of the
application to eliminate the error altogether, in the long run.
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Knoa Use Case: End User Support
Accelerate Problem Resolution with end user metrics and workflow
Knoa EPM captures a complete record of end user behavior, before, during and after the transaction. This end user workflow data
transforms the end user support process.
A major electronics company was well into their deployment of a CRM solution. An inside sales reps in the Raleigh NC call center
was experiencing problems. The information being communicated to the support team from the help desk was very sketchy and
incomplete. In the past the CRM support team would spend hours on the phone with the inside rep, and often had to make a cost-
ly on-site support call to deal with issues like this. However, Knoa EPM enabled a dramatically different approach. Through the
management console, they reviewed this ISRs recorded experience with the application. First the team looked at the metrics and
found that the response time she was experiencing was fine well within the sub-3 second goal. Next they found that she was
generating four times more user errors than her peers. Investing further, by looking at a recorded record of her actual interaction
with the application, they found she was using an incorrect process to validate the customer information (a common process step
in many different transaction types). With this insight, her supervisor was able to instruct her in the proper customer validationprocess and the problems with the system were quickly resolved.
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Knoa Use Case:Application Support/Engineering
Application Support/Engineering:
Key Performance Indicators (KPI) that report user errors on an aggregate level were useful in resolving another vexing issue
for that electronics provider. There were grumblings in the outside sales force that the opportunity management screen was
really difficult, slow and cumbersome.
When the KPI information for errors was reviewed, the application team noticed that virtually every end user was making the
same errors on these screens. The first instinct was to schedule an e-learning retraining session. However, a closer review of the
recorded work flow for a representative sample of users revealed that the errors were being caused when the sales reps were
trying to put data in extraneous fields that were on the screen but not required for the transaction to execute. The fix was
simple. No retraining was needed. The application team removed those fields from the screen and the errors were eliminated.
The end-to-end transaction time improved by 25% as well.
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14Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
You Cant Manage What You Cant Measure.
Its rule #1 in the management handbook, isnt it? And the rule that is the driving
force behind the investment in CRM applications in the first place. But, without a
strategy to measure end user adoption, and without a strategy to gather insight
about end users experience and actual performance with the application, many
IT organizations are left with the reality that they cant manage and improve end
user adoption and build end user proficiency.
Knoa Experience and Performance Manager accurately determines how each
employee actually uses the application and provides input to comprehensive
reports that you can use to pinpoint training needs, adjust business processes,
and ensure that your end users are using the application to deliver all the value
you expect from the application. As an added benefit, Knoa also measures and
reports critical information about how your users experience the applicationsactual performance.
Application Support teams have real-time metrics to proactively address
response time issues problems
Help Desk personnel have immediate visibility user into actual user
interaction with the application, so they can quickly resolve issues with
minimal disruption to the end users
Training organizations can pinpoint which specific application areas (and
which specific users) require additional training
Application and Process Engineering can spot cumbersome work flows anderrors that are affecting end user satisfaction and efficiency
The CIO has comprehensive metrics from the entire application landscape
to support reporting to the business on SLAs and insight into application
usage and performance to make intelligent decisions about where to deploy
resources to improve the application performance and effectiveness
The business executives have actionable insight to drive the highest possible
levels of adoption, efficient and effective use of the application which is the
key to a business return on the investment
Questions Knoa Answers
for British Telecom
Is the application
performing effectively?
Are end users able
to effectively and
efficiently executecritical business
processes in other
words, has the training
program led to real
results?
Can we provide objective,
real-time data on the
user experience to allow
the help desk and key
users to resolve users
questions rapidly?
Can we maintain an
electronic audit trail that
tracks the completion of
key transactions?
What is the impact ofineffective procedures
on operations?
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15Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
Can Knoa Experience And Performance
Management System Help You?Are you certain that all of your end users are actually using the functions
of the application required to execute their role?
Knoa EPM captures and reports real metrics about application usage. Who is
using which transactions? How long are they active? How long are they idle?
Knoa EPM gives you the ability to pinpoint and analyze user adoption issues
that are hindering the achievement of business results.
Do your end users ever use system performance as a key reason why
critical objectives are not met on time and on budget?
One of the benefits of Knoa EPM is that it gives you the ability to correlate
business outcomes with efficient, effective application usage. Knoa EPM system
captures and reports real metrics about the end users experience with theapplication, you will now know if the users were experiencing long transaction
response times or if there were a lot of system errors presented to the end user.
You will also know if the end users themselves were causing a lot of errors
by their own behavior. You will then know where to apply corrective action.
Perhaps it's a user training issue, or perhaps the errors are being caused by a
cumbersome or confusing user interface that can be corrected.
Do you suspect that there are a lot of problems and issues that are never
surfaced to the help desk?
Well, youre probably right. It is often reported in surveys of the service
management process that 70-80% of all end user problems are not reported
because the end users ignore the errors, abandon the transaction and/or find
workarounds. In fact, Forrester Consulting recently reported that an end user
typically experiences a problem 6 times before they call the help desk. Knoa
EPM gives you the ability to pinpoint and proactively remediate problems which
impact the efficiency or the effectiveness of the end user population using the
application to accomplish business goals. An EPM system will make sure you
have visibility into all errors for all users, in all locations, all the time.
When your end users do report problems to the help desk, do you find
they are wasting a lot of time trying to answer questions and document or
recreate the problems?
Knoa EPM captures the actual work flow that the user experienced before,
during and after the transaction. This information is immediately available to
help desk personnel so there is minimal business disruption from issues with theapplication. Employee productivity impact is kept to a minimum when there is
an issue (users spend less time on the phone with help desk and problems are
resolved faster).
Sixty seven percent of
surveyed organizations
are either much more
focused (27%) or more
focused (40%) on the end
user experience than they
were two years earlier.
Forrester Consulting2006
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16Best Practices in Siebel CRM Performance Management: Monitor, Measure and Manage the End User Experience
Expertise and Performance Management systems are becoming a priority for
the business executive and CIO who need to drive the highest possible levels of
adoption and efficient and effective use of core enterprise applications to drivea business return on investment. Only with the insight into end user metrics
that an EPM system can provide can you really know if your core enterprise
applications are delivering an acceptable user experience and if application
users have adopted the applications and are executing key processes effectively
and efficiently the key to achieving business value and ROI from the
application investment.
5 Union Square West4th FloorNew York, NY 10003
212-807-9608
www.knoa.com
Training
Support
Business
IT
About Knoa
Knoa Software is leading the
performance management
industry with end user experience
monitoring solutions that reach
beyond infrastructure and
application performance to the
monitor, measure and manage
how end users are utilizing theapplication to optimize business
process execution. Knoa
customers not only know if
core enterprise applications
are delivering an acceptable
user experience, but also, if
application users are executing
key processes effectively and
efficiently the key to achieving
business value and ROI. Knoa is
headquartered in New York, NY.For more information about
Knoa, please visit www.knoa.com.