Things to Consider When Choosing The Right CRM

A Customer Relationship Management (CRM) system is a tool that helps businesses manage interactions and relationships with current and potential customers. It centralises customer information, tracks interactions, and facilitates communication across sales, marketing, and customer service teams.

Key features of a CRM typically include:

• Contact management
• Sales tracking
• Customer support
• Reporting/analytics

The main goal of a CRM is to:

• Improve business relationships
• Streamline processes
• Enhance customer satisfaction and retention

If you are new to CRM or business software, we have created a useful CRM glossary of all the key terms to help you.

8 Things to Consider When Choosing a CRM

1. Understand Your Business Needs and Pain Points

Begin by identifying the specific challenges and inefficiencies in your current business or CRM system. Reflect on questions such as:

• What are the most inefficient processes in our business?
• What functionalities are crucial for improving these processes?
• Who in our organisation will use the CRM, and what are their specific needs?

Engage with key stakeholders from sales, marketing, and customer service to gather insights into their pain points and requirements. Understanding common challenges will help you choose a CRM that effectively addresses these issues. Common challenges might include:

• Improving client retention rates
• Managing data efficiently
• Increasing employee accountability
• Forecasting sales trends more accurately
• Tracking leads and lead activity
• Monitoring the customer base

By addressing these challenges, a CRM can enhance overall business performance and customer satisfaction.

2. Features Available within CRM Systems

A CRM not only organises customer contact information but also supports and streamlines your business processes, enhancing productivity and efficiency. Some key features to look for are:

• Contact management: Organise customer data in one location and easily access notes related to a contact.
• Pipeline management: Add, assign, and track actionable tasks and feed them into the sales pipeline.
• Lead management: Manage leads from prospecting to conversion and see every stage of the journey.
• Email synchronization: Syncing emails saves time by avoiding double data entry and can be viewed directly from the contact in the CRM.
• Reporting and dashboards (Power BI): View real-time data to spot patterns, trends, and behaviours.
• Sales management: Create actionable insights, manage customer relationships, and track sales performance.
• Workflow automation: Automate repetitive administrative tasks to save time and reduce errors.
• Bespoke CRM systems: Consider whether a customised CRM might be appropriate for your business. A tailored solution can provide features and capabilities that align precisely with your specific processes and goals.

The CRM you choose should encompass all the functionalities necessary to meet your current and future business needs. It is crucial that the solution you select is scalable, supporting your existing operations while remaining adaptable to evolving requirements.[AS2]

3. Decide Between Cloud-Based and On-Premise CRM Solutions

It is essential to determine whether you want your CRM data to be stored on-cloud or on-premises. Carefully evaluate which option aligns best with your business model and operational requirements.

• Cloud-Based CRM: Ideal for businesses seeking flexibility and lower upfront costs. It provides remote access and minimal IT maintenance but requires a reliable internet connection. Subscription fees are typically recurring, so consider the long-term costs.
• On-Premise CRM: This solution involves higher initial costs and requires in-house IT support but offers more control and avoids ongoing subscription fees. Evaluate whether your organisation is ready to handle the technical requirements and maintenance.

To learn more about these options, check out our blog on the difference between Dynamics 365 Cloud and On-Premise.

4. Consider Costs and Budget

CRM pricing varies depending on your requirements. Some suppliers charge an upfront fee, while others use a subscription model. Implementation and other add-ons can add up. When researching, understand exactly what you’re paying for. Ask:

• What level of support will you receive?
• Which features are included in the plan, and which are add-ons?

Evaluate the total cost of ownership, including initial setup costs, ongoing subscription fees, and potential costs for customisation, training, and support. Compare these costs with your budget to find the best value.

Benefit from Scoping: By opting for a vendor that offers scoping you can try to mitigate these unexpected costs. At Pragmatiq, before providing a cost for your CRM, we undertake a scoping exercise. This allows us to precisely understand your business and what you are trying to achieve, so we can provide an accurate quote.

5. Assess Integration Capabilities

Ensure the CRM integrates seamlessly with your existing systems, such as accounting software, HR platforms, and marketing tools. Effective integration streamlines operations and provides a unified view of your customer data. Consider the following:

• Compatibility with your ERP or accounting systems
• Ability to integrate with e-commerce platforms and marketing solutions
• Ease of migrating existing data into the new CRM

6. Utilise Demonstrations and Free Trials

• Live Demonstrations: Schedule live demos to explore the CRM’s capabilities in real-time. This allows you to see the CRM in action, ask questions tailored to your business needs, and evaluate its suitability.
• Free Trials: Test the CRM’s functionality, ease of use, and overall fit for your business. The trial period allows you to experience the system firsthand and compare it with other options.

By taking advantage of live demos and free trials, you can gain valuable insights into how the CRM performs in practical scenarios, ensuring it’s the right fit for your business.

7. Focus on User Adoption

A CRM system’s user experience (UX) and adoption are crucial for its success. A user-friendly CRM streamlines daily tasks, making it easier to manage customer data and interactions efficiently. Evaluate these key aspects:

• Intuitive Interface: Ensure the CRM has a clean design and straightforward navigation.
• Ease of Use: Tasks should be easy to perform with minimal clicks.
• Customisation: Look for options to personalise dashboards and views.
• User Feedback: Gather input from potential users to gauge ease of use.

The increased user adoption of a CRM that’s easy-to-use boosts productivity, reduces training time, and enhances data accuracy, leading to better customer relationship management and streamlined operations.

Discover more about how you can improve CRM user adoption within your business in our blog.

8. CRM GDPR Compliance and Security

Ensuring your CRM adheres to GDPR regulations and has robust security measures is critical. Look for features to manage:

• GDPR Compliance: Manage data access requests, facilitate data deletion, and generate privacy-related reports.
• Data Security: Strong encryption methods for data in transit and at rest, secure authentication processes, and regular security updates.
• Privacy Protection: Tools to handle privacy requests efficiently and maintain detailed records of data processing activities.

A CRM with these features will help you comply with GDPR and ensure customer data is securely protected, reducing the risk of data breaches and legal complications.

Speak to an Expert

Choosing the right CRM involves understanding your business needs, evaluating deployment options, ensuring integration, and focusing on user experience. By considering costs, essential features, and customisation options, and involving key stakeholders, you can select a CRM that not only meets your current needs but also supports your future growth.

Dynamics 365 is a robust CRM option worth considering. It offers a comprehensive suite of tools designed to enhance customer engagement, streamline operations, and drive business growth. For instance, the implementation of Dynamics 365 at George Davies Turf showcased significant improvements in operational efficiency and customer relationship management.

To learn more about the key benefits of a CRM system and how it can transform your business, check out our blog. For any other queries feel free to email us at info@pragmatiq.co.uk  or call
01908 038110.