Customer Relationship Management (CRM) is a software used to manage data across several customer profiles efficiently and help the business gain confidence related to customer management in a professional and organized manner. Choosing a quality CRM in a business is always a critical decision as the chosen CRM is going to decide the productivity of the team. In a sales team, the CRM software is the most important tool which enables the team to build and maintain long-term relationships with clients, contacts, and customers. When a business can manage their customers more efficiently, they can ensure higher lead generation, win more deals, and boost the overall sales of the company. How a company handles the data of the customers may vary from each organization, the type of sales they are into, and many other factors. Hence, it becomes crucial to choose a CRM which resonates with the needs of the company. This makes it vital for the companies to look for a few factors that have to be present in a CRM for it to be classified as the best. When a company decides to invest in a CRM system, it becomes confusing to choose the right one according to their business needs. Nevertheless, it is important to choose a CRM that solves the current issues of the business. In this article, we understand the factors to consider before choosing a CRM and know more about the CRM features. 

Things to Check Before Choosing a CRM

1. Knowing what CRM features is needed

Every sales team is different as every product and service may be different, hence, knowing what are the CRM features are needed by the sales team is an extremely important point to consider before investing in a CRM. It is just like going out to buy groceries without a shopping list, when you reach the supermarket, there may be a few unnecessary things that you would pick up and few important things that you may have missed. Hence, evaluate what tools the present sales team is using and what the processes are and decide the CRM feature requirements based on that. It may be tempting to buy convoluted and complicated systems that have extraneous stuff, but chances are that your sales team does not require these features, instead, it may create more complications for the team. Hence, take time to examine the team’s current process and make a list of the CRM features required so that you make a smart and cost-effective CRM investment. 

2. Should have a shorter learning-curve and seamless accessibility

When choosing a CRM tool, it is critical to consider the time required for the sales team to learn to use the tool. CRM tools having a longer learning curve is of no help to the employees and the business. Therefore, picking a CRM which could be simple to navigate and easily accessible would be an ideal choice for any sales team that wants to sell their product or service. According to a survey, it was found that the most favorable CRM feature that businesses looked for was the ease of use. Also, you should ensure that the CRM dealer is prepared to guide you to the procedure of setting up and implementing. This would ensure that the CRM implementation is hassle-free and any shortcomings of the CRM could be noticed in the initial phase. 

3. The CRM must be Mobile

If your business requires you to work even outside the desk and PC, then you have to consider a CRM that is mobile as sales would require you to adjust according to the needs of the customers and clients. For most companies, mobile work has become a necessity rather than a luxury. With mobile CRM features, the sales team could work on the train, airport, client’s office, etc. Most businesses use this feature which lets them grow faster and become more competitive. Hence, when looking for the CRM features always check for the functionalities that the CRM offers in its desktop and mobile versions. Also, check that the CRM should sync automatically, and provide offline access to the users. These small details would benefit the entire company in the long run. 

4. Always try before you Buy

Investing in a CRM is a huge purchase for the company. Hence, before investing a significant amount of money, it is always better to try the software and later consider buying it, if it suits all the needs of the company. If a company is not willing to agree on this factor and does not provide this option, then they are probably not worth your time. When the company allows you to test drive the CRM, you should put it through its paces. Make the sales team test every feature available, but also through the basics of the software which would be required for their everyday use. You have to get answers to questions such as “How easily can the team members perform tasks such as entering a lead, sending an email, or converting a prospect to a customer?” Always consider the feedback of the sales team as they are the ones that would use it for better productivity and choose the vendor which meets the best of your needs. 

5. You must see results 

After the CRM is chosen, bought, and rolled out to the team, the CRM adoption does not end here. You have to see the performance data once the CRM has been put in action. How many leads are the sales team converting? What domain is the business performing well? What does the sales pipeline look like for the next quarter? The more information you could get about the CRM, then it is better for you to guide the team members. The whole point of implementing the CRM is to upgrade from the current one and increase the efficiency and productivity of the team to grow and expand the business, hence, it becomes inevitable for the CRM to show better results after implementation.

6. Customer Support that is prompt

It is natural to have an issue with any product or service in the future, for example having technical glitches in the CRM tool. One of the best features of customer relationship management software is the customer support it should offer. As businesses are always on the run, and any glitch could incur a significant loss, it is always essential to select a CRM system that has proactive customer service which would resolve any sort of issues in a short span of time. Some of the top CRM tools have a specific software that simplifies the customer support experience called the help desk. Be sure to check the track record of the customer service of the system, get feedback from clients who are already using this software, read reviews given by businesses using this software to get a better idea about their contact support. 

7. Could Leverage major Social Media Sites

Potential customers are found mostly on social media by businesses that are converted to long-term business relationships. Hence, it is always better to have a CRM that gives access to engage with the customers on social media which would generate meaningful and quality leads. Look for CRM systems that could be a system that will be true companions in improving the profit margins and productivity for your business. When small businesses use this feature, it gives them a significant advantage to expand their business beyond a small audience to a larger audience. All you have to do is to research and discover the needs of the business and look for CRM tools that solve those needs fits perfectly for your company.

8. Interfaces that could evolve with the business

It is always advisable to choose a CRM system that is flexible and customizable which could evolve with the business. If you have a small business, it is not going to stay stagnant forever; it would expand and grow eventually. This expansion should be supported by the CRM software by being able to handle the increasing customer base. The software should efficiently manage and retain the details of the customer and be flexible according to the needs of the business. Considering the future of the CRM by the business should always be included in the list of how to choose the right CRM.

Conclusion:

Choosing the right CRM may seem overwhelming and confusing at the beginning, but with the proper steps, checking the factors necessary in a good CRM, and verifying them in various CRM systems would ensure that the business picks that right CRM. All of these points are general, as the needs of your business are best understood by yourself. However, keep in mind that any CRM system should drive significant improvements in revenue growth, productivity, and efficiency. A CRM system would help small businesses expand and evolve into larger businesses, and also make the work-life of the sales team easier as they can manage the data more efficiently. The most important thing is to do lots and lots of homework before buying the CRM, assess your needs for the business, and make sure the CRM meets those needs. Consider which of these key factors given above would apply to you and then start your search. The key is knowing what exactly you need and being able to discover the CRM which satisfies all your business needs.

Manjunath Chowdary

Digital Marketing Expert, consultant, Mentor and
Director of KandraDigital Marketing
Solutions Pvt Ltd.