Rules of the Road for Selecting a CRM System


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Rules of the Road for Selecting a CRM System

  1. 1. Rules of the Road for Selecting a CRM System How to choose the right customer relationship management (CRM) system for your business
  2. 2. Introduction  Understand all the benefits of an integrated CRM system before beginning your selection process.  Your choice effects everyone in the organization.
  3. 3. Objectives After reading this presentation you should be able to identify:  How the right CRM Solution can help your organization streamline operations and increase customer loyalty.  The appropriate steps to take during the planning process.  How to plan for demos and implement current technology.  What to look for in regards to platform flexibility.  And more!
  4. 4. CRM is More than a Product, It’s a Philosophy Implementing a CRM System is taking a dramatic step forward in customer commitment. A CRM Philosophy allows you to:  Put the customer first and see every business transaction through their eyes.  Increase loyalty to your company.  Streamline and improve the way you do business.
  5. 5. Customers Are Everywhere The word ‘customer’ includes a wide range of people including: clients, vendors, employees, mentors and colleagues. With a CRM System you can serve all of the groups who rely on your company for important and timely information.
  6. 6. CRM is not Contact Management CRM capabilities go far beyond contact management because CRM systems provide a complete picture of your customers. With CRM, your support and service agents can acquire immediate access to any information they need including:  Past sales history  Credit information  Special pricing and/or terms  Copies of invoices, emails and past proposals, etc.
  7. 7. CRM Solutions are Different for Mid-Sized Companies You do not have to be a Fortune 500 firm to afford a great CRM Solution. There are many options for small and mid- sized companies that offer out of the box capabilities and include all of the features found in common enterprise solutions, but are designed and priced for smaller scale users.
  8. 8. Planning Pays 1. Define the need for a CRM solution using background information to justify costs, and outline benefits, savings and ROI. 2. Define all stakeholders , and have discussions with internal and external customers to identify project goals. 3. Consider the various types of data that is important for each group involved. 4. Establish a budget that accounts for: identifying a vendor, testing solutions, implementation, integration, training and support. 5. Create a team responsible for the facilitation and completion of the project.
  9. 9. Prepare for Product Demos 1. Document key issues and requirements prior to meeting with a vendor. 2. Know what platform is required to run the demo. 3. Establish a scoring system to make it easier to track the benefits and shortcomings of each product you evaluate. a) Options include: a vendor’s history of innovation; customer satisfaction, responsiveness, financial stability, etc. Make sure your CRM Implementation team attends the demo and encourage them to share their concerns and feedback.
  10. 10. Implement Current Technology Modern CRM Systems are:  Web-Based, so you get 24/7 access from virtually any location, any time.  Fully integrated with back office systems.  Easily customizable to meet your company’s evolving needs.  Able to be implemented quickly with minimal expense.  Intuitive and easy to use with the appropriate level of training.
  11. 11. CRM is Not Just for Sales CRM solutions should provide company-wide benefits. The system you choose should be deployable throughout your entire organization as well as provide the following capabilities: Marketing Campaign Management Sales Force Automation Customer Care Contact Management Task Management / Scheduling
  12. 12. Speed ROI Through Back-Office Integration Look for a solution that provides standards based on integration with your other business management applications. Insist on: Integration with your phone , web and back-office accounting systems. The ability to deploy different technologies as your needs change. Support for web services. Strong Application Programming Interfaces (API’s) for integration.
  13. 13. Multi-Channel Access is the Only Way to Go An effective CRM solution needs to support customers on their own terms. It should:  Easily deliver information into the hands of agents who respond to customer inquires over the internet, phone, fax, e-mail, etc.  Support interactive web chat and all standard wireless devices.
  14. 14. Look for True Platform Flexibility Whether you prefer an on-demand model – or on-site deployment, you should invest in a CRM vendor with solutions that provide different methods of deployment to ensure your freedom of choice.
  15. 15. Investing Wisely Leads to Value The best way to determine value is to measure the features you require against the features you’re receiving. If you find a solution that provides what you’re looking for and can grow with your business over time – you’re likely making a wise investment.
  16. 16. Implementation Method is as Important as Product Choice The best product will only meet your expectations if it matches your system requirements. Key steps include:  Identifying your goals and expectations and discussing them with your vendor.  Garnered support from all employees .  Keeping your staff updated throughout the process, in order to create a sense of excitement within your organization.
  17. 17. Training can’t be “On the Job” Employee buy-in is key to a successful CRM implementation. Therefore good training, tailored to the different skill levels of employees is essential. All training programs should begin before rollout to ensure end-users are ready to use the system upon completion.
  18. 18. Test, or Crash and Burn A test that involves mock customer data can be invaluable in determining how well the system receives and processes information. Be sure that all back-office integration is working properly and make a list of typical operations that end-users will engage in, and test each and every one.
  19. 19. Focus on CRM Goals The goals of your CRM implementation should include: improved customer satisfaction, shortened sales cycles, and increased revenue. In order to measure this, you should:  Ask for customer feedback regarding your new processes.  Communicate with your end-users regularly to get ideas on how improve the system, create custom reports or link additional data.  Set up metrics within your system to track its effectiveness.
  20. 20. The SystemLink Advantage Make us a part of your team…to ensure that your IT applications & solutions are giving you the best chance for success! SystemLink builds tailored IT solutions for your business' unique needs…Accounting, Sales, Distribution, Reporting, Manufacturing, and many others.  We develop innovative & flexible software & webware…just for your business.  We install & support these advanced application solutions, and train your staff on how best to use them… to achieve optimum efficiency, productivity, and cost-savings. Our approach will dramatically help your business:  You will benefit from significantly enhanced operations & efficiency…and increased profitability & success.  You will also have fewer IT problems & headaches. Here's why SystemLink is your Clear Choice:  We have extensive experience developing, installing, and supporting customized IT business management solutions.  We have exceptional Operational Improvement Specialists, who can help you navigate the complexities of specialized IT applications.  Most of our clients are long-term; and we want every client to be a "customer-for-life." We become a part of your team…helping your business to grow & succeed beyond your expectations.
  21. 21. Learn More… Explore more CRM resources at: Learn more about SystemLink at:
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