Relational database applications can increase user efficiency in different ways.

• Building a business, organizational, or research process into an application increases user efficiency. That's what we can do for our customers.

Take sales, for example. We can define the sales process' definition for the customer, then build that process into the CRM (customer relationship management) application. As a result, the customer can expect double-digit improvement in the number of sales reps achieving quota, double-digit increases in success rates at each major stage of the sell cycle, and double-digit improvement in win rates of forecasted deals, and considerably improved sales associate turnover rate. This, of course, translates into much greater profits for the customer's company.

This approach is backed by the research. As an example, see The Impact of CRM and Sales Process: Monetizing the Value of Sales Effectiveness. This study's analysis is based on data gathered from 1,275 sales organizations worldwide. The research report was published in the July-August, 2006 issue of Harvard Business Review and also as a white paper by CSO Insights.

The same applies marketing, events, and research - to name a few.

• Applications that contain ERP (Enterprise Resource Planning) elements increase efficiency. This, in a nutshell, means that we integrate different departments data, so that users can turn data into information that they share. Every part of the company or organization doesn't necessarily have to be involved in the process for the users to benefit from the application.

For example, when marketing, sales, other users who work with the sales people, and accounting can share data, then that can put the right information at the fingertips of different users. Data has to be entered into a relational database only once and can then be recycled in very many different ways, reported on and otherwise shared by different users.

• An equally important aspect that tends to get less attention is including with the database application different tools that help to increase user efficiency.

For example, if a report contains data that X has happened Y times, then another tool can point out to the right person how this data could be used. If the person receiving the data decides to act on it, another tool can store and display that data as an action that needs to be taken, and another tool can send out reminders to that person, reminding him or her to take care of the issue, and another tool can collect data regarding what and when the person actually did about this issue.

Further, data mining tools can provide insight into trends and opportunities, and the same tools can be used for very flexible reporting and emailing options based on the selected data sets.

Variety of scheduling and planning tools can make much easier, faster and productive work, which is often done using word files or Excel.

• Further, easy-to-use application navigation features and application learning features also increase application usage efficiency.

• Additionally, an application can contain features that check the user's work, and notify the user if he or she may be making a mistake.

• In addition, application's aesthetic qualities can increase user satisfaction that in turn often translates into higher productivity.

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