| When people ask, "What is CRM?" the literal answer | | | | customer concerns are, you may have software that |
| is, "Customer Relationship Management," but that | | | | is very detailed in an area you don't need and |
| doesn't really convey much in terms of what all CRM | | | | somewhat lacking in exactly what you do need. |
| does for a business. This CRM definition is too narrow | | | | Purchasing too soon means you bought the software |
| to really explain everything the system does if it is | | | | before you had evaluated what you really wanted. |
| working to its fullest potential and is user-friendly | | | | Many companies by CRM software with a goal "to |
| enough to expand and grow as a customer-client | | | | improve customer relations," which is not a clear |
| relationship changes and grows. | | | | business goal! You should have a very specific, |
| CRM in the broader sense encompasses not only | | | | well-defined objective that your CRM software |
| customer relationship management itself but how | | | | solution can address, and you company should have |
| customer relationship management is handled and the | | | | developed a formal objective before you went |
| most important elements of a CRM program that are | | | | shopping for a solution. Retaining customers? |
| essential to its being successful. The range of CRM | | | | Improving the size of current customer portfolios? |
| software options vary from those that provide | | | | Penetrating a new market niche? Reduce customer |
| simple customer tracking and live chat capabilities to | | | | complaints? Improve customer repair response? |
| the more complex CRM solutions that can integrate | | | | Determine what it is you want to focus on as a goal, |
| all of the customer relationship data an enterprise has | | | | and then choose your CRM software solution based |
| on each client past, present and future in a dynamic | | | | on how it will address it. |
| information data network. | | | | Finally, implementation of a new CRM program |
| What should I look for in a CRM software package? | | | | requires proper management support and effective |
| If there's an ideal CRM software package that works | | | | training. That means that management must be |
| for every company and every situation, it hasn't | | | | behind it one hundred percent, and not have "head in |
| been discovered yet, simply because every company | | | | the sand" approach where they determine that |
| has slightly different needs for their customer | | | | "that's for customer service, I never did understand |
| relationship management needs as well as software | | | | that stuff," and avoid learning how the CRM |
| implementation. | | | | software works. It is an attitude that will pervade |
| In general, however, when you are looking for a | | | | the company. |
| strong CRM software package there are a few | | | | Second, training is essential and must encompass the |
| things to keep in mind. If you are shopping for a | | | | company to ensure that all levels of personnel will |
| CRM package, try to forget about the initial price tag | | | | embrace the new system and understand the |
| at first (as difficult as this may be) and focus on the | | | | genuine need for it and the real goal of what you are |
| adaptability, usability and integrity of each system | | | | trying to achieve with your new CRM software |
| you evaluate as it relates to your particular needs. A | | | | solution. |
| few things to consider:o What are the most | | | | Some CRM software options for small and medium |
| important facets of customer relations are we | | | | sized businesses |
| looking to address, and does this CRM software | | | | For small and medium businesses, the most common |
| support tracking and updating all aspects of this? For | | | | customer relations management software request is |
| example, if your company wants to customer service | | | | for anything that enhances online communications and |
| to have ready access to changes in customer | | | | improves the time between a customer complaint or |
| spending habits and an opportunity to offer new | | | | question and resolution of the issue for them. |
| product options based on these records, make sure | | | | For many companies, there are software solutions |
| this capability is built into the software. Customization | | | | that can be purchased or downloaded to be used |
| down the line will be time-consuming and expensive -- | | | | through their Internet website for basic services such |
| if you have a primary goal, make sure it is standard | | | | as online customer support through live chat and |
| in your CRM software package.o Will the CRM | | | | customer assistance with online purchasing that is |
| software package integrate smoothly with all | | | | both efficient and relatively inexpensive. If your need |
| platforms currently in use at your company? If you | | | | is primarily to improve sales volume, improve |
| will have to re-enter all databases such as client | | | | response to customer questions and complaints and |
| names, addresses and phone numbers, this will | | | | to make your company website more personalized, |
| significantly increase the amount of money you'll | | | | look into these solutions that are at the lower end of |
| spend in the long run. Make sure that you can either | | | | the price spectrum while providing solid CRM |
| integrate smoothly or import all information needed | | | | products:o LivePerson offers two different versions, |
| flawlessly.o Is the product more than you need? An | | | | Basic and Enterprise that provide live chat, email and |
| enterprise solution that offers fifteen functions you | | | | a variety of interactive forms customized to meet |
| don't need and never will isn't a bargain if you will | | | | companies' needs for customer relations. This |
| never expand into that market niche. Just because | | | | company has developed live chat solutions and online |
| it's available doesn't mean you have to have it. Selling | | | | forms for everything from universities to financial |
| custom-sewn hats? You won't need a CRM software | | | | services firms. This company provides a wide range |
| package for tracking million-dollar overseas accounts.o | | | | of services, including online marketing, case studies, |
| Has this CRM software package been used for a | | | | and software designed to improve online shopping |
| company of your size before? If it has been used | | | | cart capabilities.o LiveHelper offers many of the same |
| for companies up to 10,000 and you have 150,000, | | | | features, and adds real time traffic monitoring and |
| the system may simply not be able to sustain the | | | | other data assessment features as well. For the |
| volume of data and crash or develop glitches. Look | | | | price, LiveHelper is a very good CRM software |
| for something more powerful with a support system | | | | value.o GroopZ includes customer routing software |
| capable of understanding the size of your company. | | | | so that you can transfer entire chat strings from one |
| Can you build me a dream CRM software package? | | | | customer service rep to another if you need be, |
| Hmm...let's see. The best CRM software package | | | | along with an efficient filing system for chat |
| would be optimally functional across all platforms and | | | | transcripts and customer records. For improving |
| have its own customer support backing it, and .... | | | | customer relations, the software support suggests |
| Well, let's take a look at our own list of what we'd | | | | pre- and post-service questions for all customers |
| really like in a CRM software package if money was | | | | who contact you. |
| no object and we could "have it all," so to speak:o A | | | | Also included are templates you can set up with |
| CRM software provider that has partnerships with | | | | specific, pre-scripted answers to frequently asked |
| other vendors for support in the event you need it | | | | questions in online chat to save customer service |
| for integration of platforms.o Extensive training from | | | | representatives time and make the process clearer |
| certified CRM software technicians who will walk your | | | | and more efficient. This company does a bit more |
| people through the process of setting up, using and | | | | customizing on the front end to fit your needs, and |
| training others on the system.o Full data migration | | | | pricing is adjusted accordingly.o SupportWizard gives |
| capabilities to and from all programs in current use to | | | | you three CRM options that give you some flexibility |
| the new CRM software.o Offsite server storage | | | | -- you can buy, lease or let them host your customer |
| backup for all information in the CRM system for | | | | service/relations solutions. Interactive FAQs, live chat, |
| added security.o A toolbox for company | | | | standard answers to frequent questions, and Boolean |
| programmers for customizing templates for company | | | | search capabilities to review past interactions all make |
| use -- this will save huge amounts of time by | | | | this package extremely effective. SupportWizard also |
| eliminating the need to write custom codes from | | | | has more customizable features than some, including |
| scratch.o Either in-house consultants or a choice of | | | | an "escalation alert" that can be tailored to specific |
| contracted consultants they recommend (try not to | | | | situations when a supervisor would be notified if a |
| be at the mercy of one consultant when there is a | | | | customer service situation exceeds certain |
| problem).o A CRM software package designed by a | | | | parameters. |
| company familiar with our specific industry and its | | | | This is one of the more expensive packages |
| structural needs. | | | | available, but rather than a monthly fee you are |
| The best CRM software packages enable customer | | | | paying for lease or outright purchase options, so |
| service representatives to review the account | | | | factor this into the cost. You will also get spectacular |
| information of each client or customer when they are | | | | customer support and constant upgrades and |
| talking to him or her and immediately understand | | | | patches when necessary. The integration of email, |
| something about that person's needs, wants and | | | | live chat and telephone information into one database |
| spending patterns. | | | | is also a plus with SupportWizard.o BoldChat offers |
| For banks, CRM software can indicate their banking | | | | free CRM software for online customer service chat |
| patterns -- are they investing through the bank? | | | | that you can use for a limited time, and offers a |
| Have they recently looked into a money market | | | | $9.95/month and a $39.95/month customized version |
| fund? Do they have substantial funds that could be | | | | of their CRM software. Both offer live customer |
| put to better use than languishing in a simple CD? | | | | service chat, but one adds customized windows and |
| A mail order company can note your shopping | | | | more options on buttons and the number of available |
| tendencies and make Christmas shopping suggestions | | | | customer service reps you can add.o CSLive offers |
| based on past purchases by seeing that you buy a | | | | the most comprehensive CRM software solution |
| lot of kids' clothes and that you spend about $200 | | | | available for small and medium businesses, with live |
| each holiday. Used correctly, a toy company can | | | | chat, email, and the usual customer service features |
| steer you toward some bargains and suggest | | | | you expect from a small business CRM solution, but |
| alternatives, enriching your shopping experience and | | | | with plenty of extras. CSLive also offers an |
| building customer loyalty. | | | | extensive tracking and filing system, an Internet |
| Why does CRM software fail so often after it's put | | | | server site where you can upload and store files of |
| into place? | | | | customer help articles that customers can be |
| You've heard the stories about a company buying a | | | | referred to that can by emailed directly to clients by |
| CRM software package and then realizing it hasn't | | | | your reps. Throw in the message center and online |
| really changed anything. The big-wigs are | | | | meetings, and this is practically an enterprise sized |
| disappointed, customer service is frustrated, and the | | | | solution at a small business price of $29.95 a month. |
| clients are aggravated with the new changes that | | | | CRM software, whether on a monthly user basis or |
| don't seem to show any improvements in customer | | | | purchased outright and downloaded onto your own |
| service or client relations. How does it happen? | | | | server, will make serving and understanding your |
| Because CRM software was purchased that wasn't | | | | clients and customers a more productive experience, |
| appropriate, was purchased too soon, or wasn't | | | | and you will all be happier for it. |
| implemented properly. If you don't purchase CRM | | | | Copyright © 2004-2005 Evaluseek Publishing. |
| software that specifically addresses what your | | | | |