Selecting a new Customer Relationship Management (CRM) process can feel like a daunting task. Between evaluating potentially new and complex technology, and dealing with the internal pressure to "get it right," the experience can be confusing and stressful. As CRM consultants, we've seen the evaluation and selection process play out hundreds of times. Speaking to anyone beginning a CRM search, I'd advise them to concentrate on the following:
The Big Picture: Customer Relationship Management starts as a process for managing interactions with potential and current customers, members, or constituents. The role of the CRM system is to lend structure to, and facilitate your unique customer-facing processes. The CRM system organizes, automates and synchronizes sales, marketing and service processes "under one roof."
Budget: Establish your current-year and long-term CRM budget. This helps manage expectations and provide vendors with the proper framework within which to make the appropriate recommendation. Your chosen vendor should help you maximize your investment in the near and long term.
Breadth of Selection: Don't feel compelled to evaluate every CRM system available. Restrict your search to two or three. There are plenty of resources to help you narrow down the list of potential solutions according to your budget and purpose including websites, blogs, trade publications and other forums.
Keep Growth in Mind: Articulate your current process and methodology to the group responsible for configuring the CRM. As your business grows and changes, your CRM should evolve as well. Ask yourself what you need today and how you foresee your operation evolving over the next 5 years. Initial configuration shouldn’t hinder new functionality or integration down the road.
Internal Consensus: Make vendors aware of the respective concerns of all departments, e.g., sales, IT, marketing, and customer service. Include key staff members in the selection process. This helps increase the comfort level among the individuals needed to help make your CRM project a success.
Importing Existing Data: Take the time to evaluate what existing data you need to bring to the new system. Customer account records are generally a no-brainer. Sales and service history are also very common. However, if records are obsolete or have not been maintained properly, you may consider starting fresh. This approach can also save you time and money during implementation of the CRM.
Training and Support: Adequate training helps maximize the investment in your new system and improves the degree of adoption, productivity and satisfaction. With all the training methods available now, you should be able to find a solution that fits your budget and need. Be sure to evaluate options for future support. A good vendor will provide the support you need to make this investment a long-term success.
If you're shopping for a new CRM I hope some of this advice proves valuable. With a reasonable degree of planning and due diligence, you should arrive at a purchasing decision that represents a tremendous benefit to your department, your staff and your entire organization.
Abes can be reached at [email protected]
The Big Picture: Customer Relationship Management starts as a process for managing interactions with potential and current customers, members, or constituents. The role of the CRM system is to lend structure to, and facilitate your unique customer-facing processes. The CRM system organizes, automates and synchronizes sales, marketing and service processes "under one roof."
Budget: Establish your current-year and long-term CRM budget. This helps manage expectations and provide vendors with the proper framework within which to make the appropriate recommendation. Your chosen vendor should help you maximize your investment in the near and long term.
Breadth of Selection: Don't feel compelled to evaluate every CRM system available. Restrict your search to two or three. There are plenty of resources to help you narrow down the list of potential solutions according to your budget and purpose including websites, blogs, trade publications and other forums.
Keep Growth in Mind: Articulate your current process and methodology to the group responsible for configuring the CRM. As your business grows and changes, your CRM should evolve as well. Ask yourself what you need today and how you foresee your operation evolving over the next 5 years. Initial configuration shouldn’t hinder new functionality or integration down the road.
Internal Consensus: Make vendors aware of the respective concerns of all departments, e.g., sales, IT, marketing, and customer service. Include key staff members in the selection process. This helps increase the comfort level among the individuals needed to help make your CRM project a success.
Importing Existing Data: Take the time to evaluate what existing data you need to bring to the new system. Customer account records are generally a no-brainer. Sales and service history are also very common. However, if records are obsolete or have not been maintained properly, you may consider starting fresh. This approach can also save you time and money during implementation of the CRM.
Training and Support: Adequate training helps maximize the investment in your new system and improves the degree of adoption, productivity and satisfaction. With all the training methods available now, you should be able to find a solution that fits your budget and need. Be sure to evaluate options for future support. A good vendor will provide the support you need to make this investment a long-term success.
If you're shopping for a new CRM I hope some of this advice proves valuable. With a reasonable degree of planning and due diligence, you should arrive at a purchasing decision that represents a tremendous benefit to your department, your staff and your entire organization.
Abes can be reached at [email protected]