How to choose CRM software

Jane Hurst

Obviously, you need to implement some form of CRM software, and the best way to choose the right one is to determine your needs, and then look for software that offers just what you need, without having any expensive extras you don't need.

Here are the main things that you will want from your CRM:

• Inter-Department Coordination - All of your employees need to be coordinated, so that they have access to the same information. For instance, one employee may have received a complaint from a customer, but never recorded it. Then, another employee contacts that customer about a new product or service being offered, and the customer becomes angry. When you have a platform that can be used to document all customer interaction, you will have happy customers, which equals more business. Just make sure that your employees are actually looking at this customer information before making any calls or sending out emails.

• Email Integration - It is likely that the bulk of your communication is through email, and your team shouldn't have to drive themselves nuts trying to record email conversations in the CRM. Make sure your CRM can seamlessly integrate with your email system. You should be able to simply type in a client's name, and their email will pop right up because it is linked directly to their CRM record.

• Company Information - One of the most important things about any CRM is that it can allow you to have loads of available information about your customers, and opportunities for your business. Believe it or not, this is something that all too many tend to overlook. Spreadsheets are a thing of the past, and the file can be deleted and then you lose all of that information. Make sure that you get a platform that offers role-based security.

• Follow-Up - Any good sales person knows that they need to follow up with their clients when the time is right. A good CRM platform will remind your employees to do just that. Tools such as Contactually and Yesware can be integrated with your email to send out follow-up reminders so your agents never forget.

• Mobile Support - It is important that any member of your team can use the CRM, no matter where they are. They need to be able to access information from smartphones and tablets, so make sure that your CRM offers this capability. That way, when a customer calls and the agent is away from their desk, they can still take the call and access the customer's account.

• Know Your Needs - There are three main things that you need in a CRM platform. First, you need to understand your customers' problems. Then, you need to know how to solve their problems as quickly as possible. Finally, you need to know how to measure the success of the way you attempted to solve those problems. Once you have this information in hand, you are well on your way to being successful with same-side selling.

Don't let yourself be blinded by all of the features that the CRM vendors are trying to highlight. Chances are that you don't need the bulk of these features, and you will never even use them so they are a total waste of money. Simply look for a system that lets you capture the information you need, be effective with follow-ups, and one that is easy for everyone on your team to use. Basically, the best CRM is one that everyone is going to use.