The last two posts have been pointing to the limitations of CRM software. It is true that software functionality has not changed much since the first CRM solutions were offered, but usability and flexibility has shown a massive improvement.

Why do the applications not develop? Basically the tools customer oriented users require are not that complex and are limited in number and type. The tools are available and have been for some time. A tool alone will not help you however, just as little as owning a hammer will drive a nail into a wall. There is nothing wrong with the hammer, but you need to know what to do with it. The same applies to CRM Products. As stated in a previous post, there are solutions available for almost any CRM requirements, but first you must know your requirements.

These are the steps you need:

1. Define your business aims with regard to your growth plans and planned customer base. Then define your strategy for reaching these aims from the point of view of the customer.
2. Define your business processes in relation to your business aims. Business processes in sales and support are not in any way complex, but they do need attention to detail and need to interface to back office functions. Sales processes must remain flexible. Back Office processes tend to be more strict.
3. Translate your processes to software requirements that support your information flow and work processes. Do not let your IT-Department talk you into making a check-list of functions and certainly not into a technology oriented selection process. Your processes are important.
4. After all this, go ahead with the software selection process. Let suppliers show you how their software can support your process. In the short list stage it may be worthwhile investing in the development of a module from all short listed companies.

Many CRM projects start with having an IT-oriented employee research information on existing solutions and the development of a list of requirements based on the functions offered by products favored by that person (or team). This is the wrong track. Start a step 1, not at step 4!

Knowing what you need is the key to making the best selection, but how do you go about defining your requirements? Frequently an unhappy employee is charged with checking the functions of the products on the market in order to come up with a set of ideas. This is just not the way to go and will lead to a choice of a product with the most functions but not necessarily the best fit.

Start with the business case and clear business aims which may be anything from reducing sales and marketing costs to increasing customer satisfaction. Évidently, this is a management task, so management must be involved.With these aims in mind, look for the processes which may be installed or improved in relation to your goals. In a few days I will add a document to this blog with ideas on how to find the processes and listing a selection of the most important items. There is too much information for a post.

Sometimes this process will show that no complex solutions are required, a solution based on address and contact management may be adequate. Alternatively you may find that your requirements are not available in any standard products, meaning that customizing becomes a major issue. Whichever way it goes, it should be possible to relate each process to the business aims and subsequently to select the most suitable solution.

It can offer help to look at your company from the customer point of view. Even if the business aims are limited to increasing increasing sales efficiency customers should register an improvenmt in sales service.

Watch for downloads from this site!