Purchasing customer relationship management (CRM) software
can be complex and confusing. But, with these seven tips, you can choose the
right solution for your business, and realize rapid return on your CRM software
investment.
* Tip 1: Conduct a Thorough Needs Assessment
Determining which features you need - and which ones you
don't - can make it easier to choose the right CRM software package. By
identifying the primary business drivers, key stakeholders, potential
bottlenecks, and critical success factors, as well as any future plans that may
impact your CRM software, you can most clearly understand and define your
requirements.
* Tip 2: Create A Vendor Short List
Asking the right questions during interviews can help you quickly
identify the most credible vendors with the most viable CRM software solutions.
Analyze each vendor's history, review each product's
features and capabilities, and ask for an in-depth customized demonstration.
Once you've identified those CRM software solutions that meet your needs, check
customer references thoroughly.
* Tip 3: Conduct a Software Trial
A trial will give you a more accurate picture of how the CRM
software will operate in real-world scenarios. Ask the vendor to let you try
the software for 90 days. During that time, make sure you utilize every feature
on your requirements checklist. Although a successful trial isn't a 100%
guarantee, it will give you a more realistic experience than a demo alone.
* Tip 4: Negotiate the Best Deal
CRM software negotiations have become increasingly complex.
You can cut the best possible deal with your vendor if you:
* Know what the standard discount is. Use this price, not
the list price, to begin your negotiations.
* Continue evaluating other solutions. This will let the
vendor know the deal is not a "lock and that pricing may be a factor in your
decision.
* Avoid being swayed by free stuff. Vendors may offer
additonal modules at no costs. Unless these are on your initial requirements
list, don't take the bait.
* Offer to serve as a reference.
* Negotiate reduced implementation, consulting, and
maintenance costs. Or, try to get them to throw free training or upgrades into
the deal.
Companies opting for hosted CRM software can negotiate lower
monthly fees in exchange for longer contract terms.
* Tip 5: Closely Manage Your Implementation How do you ensure smooth installation and roll-out of your
CRM software?
Start by creating detailed workflows of existing activities,
and then re-structure any ineffective procedures. This will help you implement
and customize the solution in a way that allows for the most efficient process
execution.
Start by creating detailed workflows of existing activities,
and then re-structure any ineffective procedures. This will help you implement
and customize the solution in a way that allows for the most efficient process
execution.
Before your IT department installs any CRM software and
hardware, they should create an architecture diagram that illustrates where the
solution will fit into your current infrastructure, and how it will share data
with existing systems. This will leave plenty of time to make changes if any
issues arise.
Once the CRM software is installed, it is ready to be
customized and delivered to your end users. While some companies opt for
"big-bang deployments, others prefer
a staged approach, to minimize disruption.
Finally, you'll need to make the system accessible to users.
If you've chosen Web-based or on-demand CRM software, you'll need to provide a
URL and detailed login instructions. If your CRM software is
client/server-based, your IT team will need to install it on individual
workstations.
* Tip 6: Promote Widespread User Adoption
The success of your new CRM software lies in user adoption.
Involve your sales, marketing, and support staff at every step of your project,
so their needs are heard and addressed from the outset.
Offer them continuous training and support, to make them as
comfortable as possible with the new solution. And, seek out their feedback,
and use it when planning for any enhancements or upgrades.
* Tip 7: Measure Your SuccessDid your CRM software help you achieve your goals? Are there
any customer-facing activities that may need some additional refining?
In order to answer these questions, you need to track
results against objectives. Remember that performance management is an ongoing
process - key metrics must be analyzed periodically to ensure continued
success.
