What is the best CRM for your business?

One of the biggest mistakes that companies make is getting caught up in all the bells and whistles that are offered by some CRM systems, rather than concentrating on their business priorities and what they really need in a CRM. What you need can usually be determined by analyzing the issues you’re experiencing within the business, for example:

• Difficulty in finding customer data

• Poor client communication

• Inability to retain loyal customers

• Excessively long sales cycle

• Low sales volumes

• Poor visibility into sales team performance

Once you are fully aware of the challenges your business is facing, you'll be in a better position to analyse the different CRM options that are available. For example, a basic CRM system will provide a single set of customer data that your sales, marketing, and support units can work on, addressing the issue of being able to find customer data when it is needed. Operational, analytical and collaborative CRMs, however, are far more advanced, all-around solutions.

• Operational CRMs centralize data and capabilities to manage the sales, marketing and customer service processes.

• Analytical CRMs are designed for processing and analyzing customer data to give the user deep insights into customer buying behavior and purchasing trends.

• Collaborative CRMs facilitate communication and sharing of vital customer information between both internal and external stakeholders.

8 factors to consider when choosing a CRM

Here we cover 8 factors to consider before you decide on the right CRM for your business.

1. Functionality. As mentioned above, it’s important to know exactly what you want in a CRM in terms of functionality. For example, lead management, contact management, systems for automating lead and sales tasks, processes, and workflows, campaign management for creating and delivering campaigns and measuring their effectiveness, email tracking, social media management, collaborative functions, ability to integrate with other business software, versions of the software for mobile devices, etc. 

2. Ability to customize. Every business works a little differently and it’s incredibly important to carefully evaluate what your specific business needs are and try to match them to the functionality offered by the vendor. It’s rare that one vendor would be able to meet all of your business’ needs, therefore the ability to customize should be there.

3. Cost. Many cloud-based CRMs offered as SaaS with subscription plans have become quite affordable. Obviously, the further you move away from a basic solution to the more complex systems, the more expensive it is going to be. Look out for a system that you can add features onto as they become increasingly necessary for your business. Some of the big names in CRM are Salesforce, HubSpot, Freshsales, Pipedrive, and Zoho, but there are other, less well-known options that may be equally as suitable for your company at a lower cost. In most cases you can start with a free option and upgrade to a paid solution as operations grow. 

4. Scalability. Some CRMs are well suited to small businesses, while others are better for enterprises. Be cognizant of your future plans for growth. Find a CRM that can meet your desired needs now, but also grow with you as your database, sales team and revenues grow. 

5. Easy to use. Most CRMs have been built with functionality that is easy to use. Ultimately, however, the best CRM tool for your business is the one you and your team are actually going to use. Most of the leading CRM vendors offer free full-featured trials of their software. Take your preferred vendor’s platform for a spin and see if it’s easy to use as well as functional.

6. Business value. Your business requirements will dictate the kind of CRM tool and features you will need. The “best CRM” on the market might not actually be the right one for your business and you may end up paying for features you will never use. Endeavor to find the CRM that is the best value for your business, equipped with features you actually need at a price you can afford.

7. Robust reporting. It’s no use having all the functionality of a CRM system without robust reporting to help analyze the data. Afterall, you want to know if your current efforts are working, or if you need to be trying a little harder.Automatically generated reports are essential to maximize your time, and personalized dashboard views means you can quickly locate critical information needed to keep a watchful eye on your marketing and sales team’s efforts. Solid reporting means you can make informed decisions to drive customer loyalty and long run profitability. For example, by tracking the status of your existing contacts and monitoring your overall churn, you’ll be able to determine if your retention efforts are up to speed.

8. Customer service and support. This can often be as important as the platform itself, especially if it’s your company’s first venture into using a CRM. Make sure the vendor you choose is reliable and dependable. Ask for testimonials, or names of current clients you can contact to get a good idea of the level of support that is available. Ideally you’re looking for a vendor that offers customer service and help desk teams that can be reached at all times from all available channels and means—tickets, phone, email, social media, live chat, mobile, etc. Ask if any training is included in the price as this can prove invaluable. Is there an online knowledge-base to answer common questions?

Conclusion

At the end of the day, there is no best CRM, only the best CRM for your business. If you commit to the best-in-class CRM tool that money can buy but if it doesn’t fit into your requirements, then your investment ends up useless. It’s not a quick decision as it will be a big investment of time and resources, so we’ve outlined the top factors to take into consideration when making your evaluation. Once you’ve found the right vendor, however, your sales processes will streamline, your team can work together with ease, and ultimately, your business will be more successful.