A successful CRM (Customer Relationship Management) system is more than software and technology. Surprised? It is more than simply automating your customer, marketing, and sales processes. And CRM is not an accounting system, nor just a sales-automation system. Surprised even more? And it definitely is not a plug-and-play tool. Disappointed?
When selecting a CRM system, marketers go through a checklist of desired product features and CEOs identify expected results. These, of course, are basic steps for a successful CRM. But there's more.
For a CRM system to perform satisfactorily, here are three more criteria to consider when talking with CRM providers. They can mean the difference between your being a CRM lover or a CRM hater.
Realize That CRM is a Strategy, not Just Software nor Technology
A starting point when buying a CRM system or, indeed, whether to invest in CRM at all, is to have a strategy: measurable goals and a plan to achieve the goals. Define and rank your goals, such as to improve customer service, increase qualified leads, and increase sales.