Things to consider when making CRM application purchase decision
Not a Magic Bullet Buying a CRM application that nobody uses will not solve reporting, data-collection, or training problems. Because CRM application is a tool, and not an end in itself, the most perfect technological tool will not fix a company.
This is not to say that CRM application, or any other technology, doesn't influence people and processes. Think of e-mail-it's a technology that has influenced the process people use to communicate. Like CRM in a company, e-mail is only useful when everyone "buys in" and has an e-mail address that they use on a regular basis.
Depending on what statistics one reads, anywhere for 50 percent to 70 percent of otherwise good CRM application packages are not being used to their full potential. Or worse, these expensive, well-designed technological solutions are not solving anything at all as they are completely unused.
All too often, one department or one C-level executive pushes for the adoption of a Customer Relationship Management application while other powerful voices in the company remain silent, or start questioning the wisdom of a CRM implementation. A good CRM vendor will help a company get buy-in started before the first technician walks in. A top-down approach is important: if one of the goals of CRM application is to show a unified face to customers, senior management in all departments needs to present a single message to employees.
Because CRM application is part of a process, devoting time to understanding the company's strengths, weaknesses, opportunities and threats before contacting CRM vendors is wise. This will cut down time in finding the right CRM application, and will increase credibility. Anyone who can speak intelligently about the company as a whole and
the particular needs of different departments has a better chance of garnering trust and spearheading a successful CRM program.
CRM application does empower people and refines processes, but its important to prove to all the stakeholders in a company that this is really the case-anyone shopping for a CRM solution should ask for case studies that discuss the before and after of a CRM adoption, and contact information for previous clients.
Integration Woes This is the area that usually makes people either love or hate their CRM systems, and can play a large role in the success of company-wide buy-in. Since CRM is such a powerful, wide-ranging software tool, smooth integration with the current technical infrastructure is key.
Because CRM applications are concerned with every customer touch-point, a robust system might interface with the company's e-mail programs, phone systems, intranets, Internet sites, PDAs, and any other system that receives or transmits information. Even seemingly small glitches early in the rollout can turn-off employees forever. For example, customer information taking a few seconds to load in an automatic pop-up screen for a customer service representative might mean that call center workers fall back on older technology because they aren't able to address customers by name right away.
An experienced CRM vendor has probably seen it all, and should be able to head off problems before they happen. But, with a complex software tool like CRM, problems are almost inevitable-they key is finding them before the company wide rollout, and keeping hiccups in the system from becoming the last gasp in company-wide CRM adoption.
Web-based or Not? Sometimes a web-based CRM application is referred to as "hosted," and this lessens, but does not eliminate, potential implementation woes. Hosting the software on company computers has its good and bad sides, and is best for businesses that have the technical infrastructure and know-how to maintain the servers and network
communications.
Hosted applications are often a first-step into CRM, and many vendors charge per seat, or amount of users in the company. For a company with a small number of employees or with a large number of employees in different locations who might not have access to a secure intranet connection, then a hosted solution is usually ideal.
Many vendors offer hosted and non-hosted CRM application packages, allowing those who choose a hosted CRM application to seamlessly migrate to an in-house system when and if their needs change.
Companies with strong IT backbones usually choose non-hosted applications. The more complex and wide-ranging a CRM application is, the more likely it will be hosted on the company's servers. A hosted application is dependent on an Internet connection and while powerful, might still run into performance issues for a large enterprise CRM program that touches all points of customer contact.
Training and Support From administrators to customer service reps, a lack of training means that an otherwise good system isn't being fully utilized. Be sure to ask about initial and ongoing training options. Training is one component of ongoing support; good CRM solution-providers are prepared to stand beside their product for the long haul.
Because investment in a CRM application goes hand-in-hand with realigning company processes, a CRM buyer is committing to the long haul. CRM suppliers should be willing to do the same. Support does not come at the end of the process, but the beginning-a CRM vendor should be asking about the company's goals and problems from the very first contact.
It's important to make sure CRM vendors practice themselves what they preach to potential clients: Is it a pleasure to do business with the company and do they understand and anticipate the buyer's needs? Is ongoing support and training a key selling point? Are they cultivating a lifetime mutually beneficial relationship or trying to get a quick sale?
If a CRM vendor has internalized their own rhetoric, then they will do everything they can with training and support to make sure their customers and the application's end users want to work with their particular brand of CRM application again and again.
