How Do You Choose The Right CRM for Your Organisation?
When choosing the right CRM, it’s important to be clear on what your organisation needs.
Most organisations turn to a CRM because it can improve their performance in the key areas of sales, service and marketing.
Let’s look at each in turn, as that will help you to compare and choose between rival CRMs.
How does your sales team currently operate and are they working as efficiently as possible? Does each salesperson keep their own record of contacts and follow them up in an ad hoc way? Do they remember what desires their lead expressed last time?
A good CRM makes the selling process more systematic and effective.
- Leads are stored in a central location that can be accessed by key team members from anywhere.
- Leads are updated with key information that can help you time and correctly word your follow up pitch.
- Leads are moved into a sales process that blends automated and human contact.
- Leads are sorted in order to prioritise opportunities for your sales team.
The well-known wisdom is that it costs several times more to acquire a new customer than it does to sell to an existing customer. How well do you currently service your existing customers? Are you currently missing some opportunities to genuinely delight your current customers and convince them to buy again and refer you to others? Is your team constrained from creating memorable experiences for your customers by a lack of time, knowledge or drive?
A good CRM makes it easier to deliver exceptional service.
- Sort your customers based on the type of service they need.
- Ensure each customer receives the right type of service, with the right messaging at the right time to maximise the chance that they will take action.
- Automate the escalation process so that your service team can focus on those customers that need personalised attention right now.
Marketing is becoming increasingly challenging as consumers retreat into their own digital cocoons. Unlike the 80s and early 90s where many of us watched similar TV channels and read similar newspapers, we now live in highly personalised worlds of YouTube subscriptions, Facebook groups, LinkedIn communities and more. We’re more savvy about our marketing choices and have a range of review sites and resources to check the claims made by advertisers. To successfully communicate with this fragmented, wary audience, we need to offer marketing that is highly personalised and tailored.
A good CRM makes allows you to do just that:
- Categorise your contacts based on what stage of the sales cycle they are at.
- Offer marketing that is tailored to your customer based on their sale cycle stage, age, previous purchases, preferred method of contact, affiliations and previously expressed desires.
- Fit customers into a multi-stage marketing journey that is compelling and pulls them to act over time.
- Combine content-sharing with sales pitches in the right ratio for your industry and organisation.
When comparing CRMs, start by detailing how sales, service and marketing currently work in your organisation and how they potentially could work if you had the right CRM system in place. What could you achieve if you had better information at hand? This will help you to ask the right questions about a prospective CRM’s features.
What Else You Should Consider When Choosing a CRM
Once you’ve judged your CRM based on the central factors of sales, service and marketing it’s time to look at some key secondary factors including collaboration, ease of integration, pricing, security and customisation.
As an independent contractor, RENSkyTech has the choice of which CRM we would like to back and deliver to our clients. We believe that Microsoft Dynamics 365 is the best CRM choice on all the key factors mentioned in this article due to its design and support services.
How easily does your CRM allow staff, clients, contractors, managers and other key stakeholders to work together?
Launched in 2016, Dynamics was able to be founded on modern ways of doing business including cloud computing and remote collaboration. This is less the case in older CRM systems which were built for older ways of selling to and servicing customers. However, 5 years has provided plenty of time to learn lessons, adapt and optimise the software to meet customer needs.
- Ease of integration
How easy will it be to adopt your new CRM and train staff and new employees?
As a member of the Microsoft Suite, Dynamics blends seamlessly with the most popular software including Word, Excel, Powerpoint, Outlook, Office 365 and more. This helps make it the easiest and most efficient CRM to integrate into your organisation.
How affordable is your CRM?
Dynamics 365 is priced flexibly so you only need to pay for the modules that you need. You can then access new modules over time as your business grows.
Does your CRM help your business to protect your valuable IP and avoid costly data breaches?
Encryption as standard and an easy to manage permissions feature allow you to protect your data and carefully control what information team members on a collaborative project can access. This is particularly useful when collaborating with external contractors or sharing content with clients.
Can your CRM be customised to meet the unique needs of your business? Will you receive support to adapt the CRM and solve issues as they arise?
As Microsoft certified partners, RENSkyTech will customise Dynamics 365 CRM to meet the particular needs of your business. This customisation goes well beyond the standard CRM framework and includes key business items such as asset management, staff skills & licensing, customer portal interactions and much more. We can also help with customised reporting, scheduled reminders or workflows etc. Our consultants also offer hands-on and affordable support to help you manage your CRM use over time. This is unfortunately not the case with many CRM providers who offer less ongoing support.
These are the main criteria we believe you should look to when choosing your CRM. If you would like a more specific comparison of Microsoft Dynamics 365 against particular CRMs you are considering, please give our team a call. We also offer a program to help not-for profit-organisations install, customise and maintain their CRM at a very affordable rate.