As with all business decisions, return on investment should be a main consideration in deciding whether to implement a CRM solution for your organization. The CRM Review blog is here to assist you in making this important decision.
Most CRM programs include contact management and some form of campaign tracking. When reviewing different CRM alternatives you will want to consider the following features when deciding which CRM system to use:
CRM Review Items
Web-based or Local System – A web based system allows anytime, anywhere access wherever there is internet access and tends to reduce IT costs because someone else is managing the hardware and monitoring the software maintenance and upgrades. Local software solutions may be less expensive up front, but will require time and resources to maintain.
Interface Ease of Use – Some interfaces are built to be user friendly; others that are not may require a longer learning curve.
Configurable by Industry – Does the CRM solution you are considering have templates or add-ons or modules that can be customized for your particular industry?
Technical support – What level of technical support will you need to effectively run your system? What support is offered by each provider being reviewed?
Advanced User Permissions – Does the CRM program being reviewed have the built in security that is necessary for your operation?
Automated Backups for Data – Maintaining backups is critical to any information system. Having a built in system is helpful in making sure this critical function get done.
Marketing Automation – Many CRM systems you will review will have the ability to coordinate multi-step marketing sequences that include email auto-responders, email broadcasts, direct mail, newsletters, fax, voice broadcast and tasks such as phone calls and personal visits.
Sales Force Automation – Do you need a system that will help you manage your sales team, such as customizable steps in your sales pipeline, the ability to set up sales teams, automatically distribute sales leads and build automated triggers into your sales process to make sure your leads are being followed up on time.
Email Deliverability – As more companies use email to communicate with prospects and customers, email deliverability becomes a critical factor in successful campaigns. Deliverability assurance programs ensure that your emails bypass the spam filters and get through to the customer or prospect.
Contact Management and Tracking – As you continue your CRM review you will find that many CRM programs allow you to track all emails, faxes, appointments, tasks and phone correspondence to contacts in one place
Additional CRM Review Features
Affiliate Tracking – If you use affiliates or joint venture partners you will want to look for a CRM solution that allows partners to view their referrals and commissions online, set up their own tracking links and download marketing resources.
E-commerce – Some CRM services offer an integrated shopping cart. Some even allow for up-sells, cross-sells, special discounts, payment plans and custom html to maximize your online sales.
Process Credit Cards – If you are doing e-commerce the ability to automatically process credit card transactions through your existing merchant account or via Paypal is extremely useful.
List Management – As you complete the CRM review process you will want to find a system that allows you to segment your customers and prospects into meaningful lists that can be used for promotions and follow-up.
Billing & Accounting – Having a CRM system with integrated sales and accounting reports, custom reports, and the ability to automate recurring billing programs and notifications of failed credit transactions can be very useful in reducing the overall cost of sales and customer service. Another option to built-in billing and accounting is the ability to integrate with 3rd party accounting programs.
Calendaring & Tasks – Some useful features include the ability to access information away from the office via computer, PDA or cell phone.
Help Desk – Some CRM programs offer the ability to handle support requests, create ticket stages (to track and manage customer support issues) and set triggers to automatically initiate required actions throughout the ticket process. These can be helpful for saving on manpower in your customer support center.
Some CRM solutions offer all of these features; others offer some of these features. Take some time to analyze your needs to figure out the features you must have as you begin the CRM review process.