During CRM research work for a tourism company, a comparison of current offers based on identified needs was carried out. Here is an article that can help you in this implementation decision for your structure or your client and how to set up a selection process.
8 tips for choosing your CRM tool
A customer relationship management tool should notably enable small and medium-sized businesses to centralize and analyze customer data to increase customer satisfaction and retain them.
Let’s take a closer look at the selection criteria to guide you in your choice of CRM software :
Tip #1: Identify your needs
To choose GRC software, it is important to know the needs of your company and to create real specifications aimed at identifying the essential basic functionalities.
If you have the means to develop your own software, prioritize the essential basic functions that it must have and which will really benefit your business.
The geolocation function or editing invoices may not be necessary for the use you are going to make of your software. There is no point in purchasing software too complicated and risks scaring off your employees.
Software should serve your CRM strategy, not the other way around.
How to define your Customer Relationship Management strategy – the first step in choosing CRM. You can simply answer these questions :
- Why do you want to set up a CRM ?
- For what purposes do you want to use it ?
- What is your vision of Customer Relations ?
- What are your customer segments, your objectives per market segment ?
- What are your needs ?
Formalize your needs in a specification document.
Depending on the objectives set and the needs identified, you will be able to define the target functionalities of your CRM.
The right CRM is not the one that offers the most features, it is the one that has all the essential features you need to achieve the objectives of your strategy.
For example, if you want your salespeople to be able to access the CRM at distance (= your need), choose a solution that allows online use (SaaS software) and that works on all devices (smartphones, tablets, etc.).
Be careful, you must not only identify your current needs, but also anticipate their evolution. To avoid finding yourself stuck with your software after a few years, we advise you to choose a scalable solution.
Tip #2: Opt for an ergonomic interface
It must be easy to get started and the interface must be practical and pleasant. Nothing worse than working on dull software that requires a lot of manipulation.
You must take into account that users of the software will spend a lot of time on it and choose software that will be ergonomic.
Many risk abandoning the use of the software if they find it unattractive and difficult to use.
The offer of CRM solutions has never been so abundant, which makes the choice of CRM all the more difficult.
You need to understand the market and compare the different offers or types of offers available.
The two forms of CRM software :
- Outsourced software, without installation, accessible online (SaaS), using the monthly package economic model (Salesforce, Zendesk, Zoho, etc.). Your CRM data is saved on the cloud. You have access to the interface via a login and password. Online software has the advantage of being accessible everywhere, provided you have an internet connection.
- Internalized software, to be installed, with license purchase. Your data is saved on your servers or hard drives. Installed software can be accessed offline. The initial investment (purchase of the license) is higher, but is quickly amortized.
Some CRM Software offer complete solutions to manage customer relations, marketing and sales…
Others offer a more specific angle.
SugarCRM for example is more focused on sales, others – like Zendesk – on services.
All-in-one solutions are more expensive.
Important comparison criterion: the target of the CRM software.
Some CRM solutions are aimed at large accounts.
These are the most complete and the most expensive: Salesforce, Microsoft Dynamics CRM.
Others are more designed for SMEs and VSEs: Pipedrive, YellowBox CRM, Zoho CRM…
Take the time to carefully study the market and review the different types of offers available. Select two or three CRM systems and test them.
Ideally, ask to go to a customer for a demonstration of real use !
Tip #3: Check Data Synchronization and Transmission
Pay close attention to the synchronization capacity and data transmission offered by the software. It is embarrassing not to have the right information when you are in the presence of a customer.
Documents must be updated automatically and constantly so that all employees have the same level of information.
The correct version of a contract or invoice must always be available to the salesperson who is faced with a demanding customer.
Tip #4: Assess the software’s scalability
If the customer relationship management software you have just chosen has no ability to evolve, this risks penalizing you in the months or years to come.
It is important that you have room to maneuver in order to be able to adapt the functionalities. In use, you will discover that a function is missing from your software or on the contrary, that one of them is never or very rarely used.
It is also crucial that you can readjust the settings and functions of your CRM software so that it continues to meet your expectations.
Tip #5: Study accessibility and media used
Offline or fully connected? How will your employees need to use the software? Ask yourself the question of accessibility in order to be able to optimize the actions carried out with the software.
Also see if it is accessible on a tablet or smartphone because your company’s salespeople will appreciate being able to have access to all the information wherever they are.
When traveling for business, in the heart of a construction site or even in a store, it is essential that everyone can find the data they need at any time.
Tip #6: Secure your exchanges and data
Take advice from suppliers so that they guarantee maximum security of your data and the exchanges that you can establish with your customers.
Knowing that one of your files or that the contacts entrusted to you by your clients have been hacked is a real blow.
Do not neglect this aspect in particular if your employees connect to unsecured WiFi.
Your CRM must integrate into your existing technological environment.
It must be able to integrate with your information system and the various digital tools used by your company.
If you use Gmail, choose software compatible with this email.
If you use MailChimp, choose software compatible with this emailing software (Pipedrive for example).
Tip #7: Budget for your software purchase
Whether you opt to purchase software locally or opt to pay a monthly subscription, you must estimate the cost of your software over the length of time you will use it.
Don’t just see the attractive price of a month’s subscription but try to see if it remains attractive if you subscribe for a whole year.
Cost is obviously an element that comes into play in the choice of CRM.
But be careful not to focus on the acquisition cost (license cost or subscription cost).
You must plan for additional costs, which vary greatly from one publisher to another, i.e :
- Hidden costs: dedicated IP, hosting, hotline, additional modules, additional database cleaning services…
- Set up costs for the deployment of the CRM within your organization (training, configuration, customization) and start-up support. These costs are generally flat rate and can range from a few thousand euros to several tens of thousands of euros.
- Maintenance costs: updates, technical support…
Tip #8: Consider Your Business Type and Customer Type
Business, B2B or B2C? Small businesses or large accounts? The software you choose will not necessarily correspond to the neighboring company.
Do not rely on the advice of an entrepreneur friend if the type of clientele and the type of structure are not exactly the same. Here is a comparison of CRM tools to help you decide better.
A CRM is only of interest if it is accepted and actually used by your employees (marketing, customer service, sales, etc.).
The implementation of a CRM will necessarily impact the internal organization of the company and will disrupt certain well-established habits.
Finally, an important element to consider is the integrator you choose. Many CRM tools are installed by an integration company trained and expert in the defined CRM. The choice of the integrator, its expertise, its areas of intervention but also its financial reliability are also elements to integrate into your choice.
How to motivate your team to use your new CRM software :
- Involve operational staff in the choice of CRM. Involve them in your thinking, identify their concrete needs, have them test the benchmarked tools upstream.
- Train employees in the use of the CRM solution.
- Choose CRM software with a simple and welcoming interface, with intuitive ergonomics. This is also why you must avoid software offering useless and superfluous features. A small business has no interest in using software like Salesforce.
