How to Choose the Right Customer Management Software
If you’re considering investing in a customer relations management software solution for your small or midsize business, you may be overwhelmed by the variety of options and wondering how to choose the right package. To narrow your choices, think about where client-facing tasks can be made easier and more efficient, both for you and the client.
A high volume of inbound customer contacts requires quick and accurate responses that reflect previous interactions. Sales teams need to coordinate calls, collect data, and provide helpful reports. Independent departments will need access to a single source of data on potential, current, and past customers. Remote users will need reliable Web access through secure browsers on multiple platforms. If you have existing customer data, it will need to be imported easily by your new CRM package and interface well with your current tools.
For coordinating the efforts of an aggressive sales team, a popular choice is Salesforce, a well-known Web-based software package that can be integrated with a variety of database products. It tracks outbound sales contacts and can handle a high volume of data, but it does not provide heavy-duty automation for customer service or marketing. Salesforce offers small business solutions at reduced prices.
If your emphasis is on empowering your customer service department, two good options are Zoho and Netsuite. Both are Web-based, which makes them relatively easy to integrate with your website. Zoho offers a free three-user basic version, which is great for a business that’s just getting off the ground. Netsuite has strong social media integration, which will help you track and influence what people are saying about your business on platforms such as Facebook and Twitter. Both packages build reports, track client information, and coordinate sales efforts. Netsuite also offers expanded marketing capabilities. However, if you have heavy-duty marketing needs, such as frequent email blasts to thousands of customers, consider a separate third-party solution such as Constant Contact.
The 500-pound gorillas of CRM are Oracle, SAP, and Microsoft. If you’ve already invested in products from one of these companies, adding a matching CRM system might considerably reduce data importing costs. For example, Microsoft Dynamics CRM works exceptionally well with Microsoft Outlook, Excel, and Access. Experienced salespeople and customer service techs may also be familiar with Goldmine, one of the first sales force automation and customer management packages (launched in 1989). Given the expense of training and the time lost in getting up to speed, there can be significant value in choosing a CRM system that your employees will be comfortable with right away.
These older, larger companies are very reliable, and you can take advantage of the vast body of knowledge about the best ways to use and troubleshoot their software, but they might not be quick to integrate social media and other new technologies. If staying on the cutting edge is part of your strategy, go with a CRM company that has a record of keeping up with the times.
One final consideration is the level of support that comes with the product. Higher-level support, customization, and even manuals can be hidden costs, as can integrating the CRM system with your company website. Make sure you ask about these topics before buying.
Free trials are available for most CRM products, and many of the smaller companies will respond to requests for proposals. When in doubt, bring your sales, customer service, marketing, and product development teams together to prioritize their needs and try out the packages you’re considering. This will help you choose the CRM system that your employees can use happily and efficiently, without breaking the bank.
