Rules of the Road for
Selecting a CRM System
How to choose the right customer relationship management
(CRM) system for your business
Understand all the benefits of an
integrated CRM system before
beginning your selection process.
Your choice effects everyone in the
After reading this presentation you should be able to
How the right CRM Solution can help your organization
streamline operations and increase customer loyalty.
The appropriate steps to take during the planning
How to plan for demos and implement current
What to look for in regards to platform flexibility.
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
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.
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
Special pricing and/or terms
Copies of invoices, emails and past proposals, etc.
CRM Solutions are Different for
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
1. Define the need for a CRM solution using background
information to justify costs, and outline benefits, savings and
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
4. Establish a budget that accounts for: identifying a vendor,
testing solutions, implementation, integration, training and
5. Create a team responsible for the facilitation and completion of
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
Make sure your CRM Implementation team attends the demo
and encourage them to share their concerns and
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
Able to be implemented quickly with minimal
Intuitive and easy to use with the appropriate level
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
Task Management / Scheduling
Speed ROI Through Back-Office
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
The ability to deploy different technologies as your needs
Support for web services.
Strong Application Programming Interfaces (API’s) for
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
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.
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.
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
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.
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.
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
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
Set up metrics within your system to track its
The SystemLink Advantage
Make us a part of your team…to ensure that your IT applications & solutions are giving you the best chance
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
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.
Explore more CRM resources at:
Learn more about SystemLink at:
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