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	"I was responsible for managing ANGEL Learning's migration from salesforce.com to the CRM component of NetSuite. Explore was very accommodating - the consultant that assisted with this effort (Adam) even helped us out extensively when his family's home was out of power during a severe winter storm in the Seattle area. He went above and beyond expectations because he knew we had a deadline that couldn't be extended. The two systems think differently so we had to make several last minute decisions but Explore helped us through those and all data imported successfully." - John Sheringer, Application Consultant ANGEL Learning, Inc.

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A Buyer's Guide To CRM Software

Why Buy CRM Software?

Although many businesses operate successfully without a formal CRM solution in place, those organizations that can successfully implement one are going to achieve competitive advantage. Why? Because they allow centralization and standardization of data for greater information sharing, both internally and externally. Additionally, a well-implemented CRM solution will allow an organization to grow their staff because information is easily shared, assigned, or distributed as employees come and go. No more relying on exporting contact lists from Outlook. The solution will also allow an organization to grow their customer base by providing resources for customer self-service and a higher level of communications and support.

CRM software generally consists of three major components: Salesforce Automation, Marketing Automation, and Customer Support and Service. Although these can be considered three very different business functions, they all focus on one critical entity – the customer. Selling to the customer, communicating with the customer, and taking care of the customer. In a time when information rules and consumers have many more choices, it is more critical than ever for businesses of any size to incorporate processes for managing their customers.

Although uses of CRM software can vary significantly from company to company, there are a few major variables that must be considered when selecting a package. First, focus on understanding how your organization will use it and make sure the selected software is strong in those areas. What is the focus, and what inefficiencies could be eliminated through automation? Some products excel in one or two of these, and fall short on the others. Don’t get caught up in the product or vendor, but focus on functionality that you need and make your salesperson demo this functionality down to the level of detail that you will require. With so many options out there, you’re bound to get exactly what you need if you’re willing to put in the time.

One of the hottest trends in CRM software currently is web-based, hosted software or Software as a Service (SaaS). Under this model, not only is the software managed by the vendor, but also the data…your data. Companies such as NetSuite, Salesforce.com, and RightNow Technologies offer the convenience of running your CRM software across the internet, making it accessible anytime from any PC (or Mac). A business of any size can operate on an enterprise level, scalable and secure infrastructure at a fraction the typical cost. No backups or outages to deal with or servers to maintain. Just connect to the internet and conduct business in your favorite browser. Since the SaaS model is subscription-based, you assume much less risk upfront. If after the first year the product costs are not justified based on inefficiencies or lack of functionality, simply don’t renew and move along to the next product.

So what about security? Is your data safe? Many businesses run QuickBooks and a custom Access database on an outdated, under-managed server that sits in a closet below the staircase. Sure, a backup is taken every couple of weeks and stored in a locked cabinet. All of these precautions go out the window when a fire, flood, or natural disaster strike and your data is lost forever. These on-demand software vendors provide the highest level of security administration, and managed backups available.

Another critical variable in selecting CRM software is making sure that your other business-critical software applications such as accounting and eCommerce can be easily integrated without a lot of additional cost. You will quickly lose the added value that your CRM software offers if you’re entering duplicate customer and order data manually. Without a seamless integration path, implementation costs will dramatically increase, often greatly exceeding the cost of the software itself.

Make sure that the CRM package selected for your organization is easily customized. In the world of customer information every organization has unique data requirements specific to their needs, and these needs are constantly evolving. By selecting a solution with robust yet simple customization capabilities, you will ensure that you are not constrained by product limitations as your organization grows and changes. Make sure that your salesperson can easily demonstrate creation of custom fields and that it doesn’t require significant technical know-how.

Finally, understand all costs associated with implementing and running your CRM solution prior to buying. The sticker price on the software alone should not drive your buying decision. If you select an option that is not hosted, for example, you need to consider hardware and ongoing administration costs beyond the software license fees. Also, consider implementation and data conversion efforts as well as potential integration to external systems.

5 Key Success Factors for CRM

1. Ease of Use – will your staff adopt and learn the system easily? Is it user-friendly?
2. Ease of Deployment – how much effort and man hours will go into getting the solution in place and training your staff?
3. Scalability & Accessibility – what are the limitations in terms of data/transaction volume and user access?
4. Customization & Integration Capabilities – can you easily add extensions and communicate with external applications?
5. Total cost of ownership – software, hardware, administration, support, implementation, training, connectivity and all other related costs of operating on the selected solution.