Improving Sales Workflow Efficiency through Process Automation in Web-Based CRM Information Systems
DOI:
https://doi.org/10.69855/komputer.v1i2.863Keywords:
CRM information system, Workflow automation, Process efficiency, Black-box testing, System Usability Scale, Rapid Application DevelopmentAbstract
Small and medium-sized enterprises frequently manage customer and sales data through manual, spreadsheet- and communication-app-based processes that are prone to delay, data inconsistency, and lost follow-up opportunities. This study designs, develops, and empirically evaluates a web-based Customer Relationship Management (CRM) information system with an integrated workflow automation layer, targeting eight core sales workflow tasks: lead data entry, lead assignment, follow-up scheduling, quotation generation, deal stage status update, approval routing, customer follow-up reminders, and monthly sales report generation. The system was developed using the Rapid Application Development (RAD) method and evaluated through three complementary testing approaches: black-box functional testing using the equivalence partitioning technique, System Usability Scale (SUS) usability assessment (n = 30 respondents), and a controlled process-time efficiency comparison between manual and automated task execution (n = 20 trials per task per condition, 160 paired observations in total). Black-box testing across seven system modules (76 test cases) achieved a 96.05% pass rate. The System Usability Scale assessment yielded a mean score of 80.75 (SD = 6.62), corresponding to an "Excellent" to "Good" usability grade and exceeding the commonly cited industry-average benchmark of 68. A paired-samples t-test comparing manual and automated task completion time across all 160 trials showed a highly significant reduction in process time (t(159) = 8.64, p < 0.001), with an overall time reduction of 82.17% across the eight measured tasks, ranging from 71.99% (quotation generation) to 87.09% (monthly sales report generation). These findings demonstrate that workflow automation integrated into a web-based CRM information system can substantially and measurably improve sales process efficiency while maintaining high functional reliability and user-perceived usability, offering an empirically validated reference architecture for small and medium enterprise sales digitalization.
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