The ABCs of Choosing a CRM System

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TMVendor Guru
The ABCs of Choosing a
CRM System:
Putting the Customer First Can
Help Grow Your Business
By Francine L. Huff
© 2007 VendorGuru.com. All rights reserved. www.VendorGuru.comTable of Contents
Executive Summary........................................................................................................... 2
Introduction..................................................................................................................... 3
Basic Elements to Look for in a CRM System......................................................................... 4
1. Contact and Data Tracking.............................................................................................. 42. Multichannel Marketing and Lead Analysis......................................................................... 43. Corporate Reporting....................................................................................................... 44. Call Center Applications and Support................................................................................ 55. Data Integration............................................................................................................ 5
Choosing the Right Features for Your Business...................................................................... 5
1. Small Business Friendly, Sales-Focused Features................................................................ 62. Connectivity Features for Employees in Remote Locations................................................... 63. Customization and Security Features................................................................................ 6
Case Studies.................................................................................................................... 7
Conclusion....................................................................................................................... 7
About the Author............................................................................................................... 8
Sources........................................................................................................................... 9

© 2007 VendorGuru.com. All rights reserved. www.VendorGuru.com Page: 1Executive Summary
Since the 1990s, the customer relationship management (CRM) concept has been embraced by the business world as a way to forge, maintain, and improve bonds with customers. Previously, many companies focused mainly on gathering consumer data for their own use. However, once businesses began to understand the value of allowing customers to dialog about their needs, they began implementing more systems that invited customer feedback--even offering rewards such as gifts and incentives for doing so. This decade has seen the growth in customizable CRM software and applications that provide solutions for companies needing to access accurate, real-time customer information throughout their organizations.
Forrester Research predicts that the market for CRM software and services will grow from about $8.4 billion in 2006 to $10.9 billion in 2010 (SearchCRM.com, 2006). Much of the growth will come from midmarket firms. According to Access Markets International, firms with 100 to 999 employees were expected to spend more than $1 billion on CRM in 2006 (SearchCRM.com, 2006).
When choosing a CRM system that will help attract and retain loyal customers, the following elements need to be considered: .Sales automation to track data through the entire sales cycle .A solid contact management strategy .Automated marketing for improved communication companywide .Effective corporate reporting .Improved interactions with customers through call centers .Data integration for companywide access.
These are key features that companies should look for in a CRM system designed to add value to customer interactions.
Implementing CRM systems can be an expensive endeavor, so businesses need to choose wisely in order to find a cost-effective system that is compatible with their industry. Before purchasing a solution, companies should evaluate: .The size of their business .Their needs for industry-appropriate customization .Whether or not employees work remotely from headquarters .Security i... [download for more]