The range of CRM solutions available range from shrink-wrapped contact management software to multi-million dollar enterprise systems, often integrated into an ERP system. Many include sales force automation tools, marketing management and extensive analytics. It can be difficult choosing the one system that’s right for you; the steps detailed below, however, should get you pointed in the right direction.

Analyze your needs.  The CRM quest begins internally, with a thorough inventory of current processes and a long look at what you hope to accomplish. Involve all stakeholders in the process, including not just sales management but marketing, customer service and fulfillment. Does the order entry process need to integrate with other parts of the organization, such as the factory or warehouse? Initiate a fact-finding mission to become familiar with feature sets offered by a wide variety of CRM vendors. This is the Goldilocks stage; you want to be sure you don’t end up thinking too big or too small.

CRM software

CRM Checklist: Read This Before You Buy

The Customer Comes First! CRM is the only technology solution your corporation will ever invest in that primarily serves people outside the organization: the customers. Ultimately, CRM is intended to streamline the customer’s marketing, sales and support experience. So analyze your customer base in detail. Explore all the customer touch points. Do you meet with them face to face or anonymously over the web? When they are unhappy, how do you know? How do they define the value proposition of doing business with your company? Understanding the customer intimately is the first step to selecting a CRM system that serves them better.

Imagine the Future. Think long term before choosing a CRM system. Remember, this system is going to be the repository of all customer information, including a complete order history and service records. It is likely to become so ingrained in the way you do business, so much a part of how you interface with the company’s most valuable asset that changing it will be a wrenching experience. You want a system that can grow with you and adapt to your changing needs. As you add more users and demand more functionality, is the vendor going to be able to respond? Look for a vendor that demonstrates a commitment to the future.

Consider the technology. One of the pioneers in CRM, salesforce.com, has always offered its products over the Internet, accessible via a browser rather than running on servers within the customer’s operation. This approach, called Software as a Service (SaaS) or cloud computing, is gaining converts at a rapid pace. You rent the software, per user per month, have close to zero infrastructure investment and the vendor both maintains and updates the system included in the monthly fee. Now Microsoft and even Tier I giant SAP offer CRM as cloud applications, for as little as $44 per month per user. Deciding whether cloud computing or more traditional on-premises software is a good fit with your organization will have a huge impact on which vendor your choose.

Ask for demo.  Some sales people embrace technology; others think it gets in the way of selling. You want a CRM system that is user friendly, easy to use, intuitive and engaging. Have lots of people on your evaluation committee go through a hands on demo to ensure that you are selecting a package that your people will actually use!

Written by :

kristine H