Choosing the right Customer Relationship Management (CRM) system is an important decision for any business aiming to improve its customer interactions, streamline processes, and drive growth.
With numerous options available in the market, it’s essential to ask the right questions to ensure you select a CRM that aligns perfectly with your business needs. As CRM experts, we’ve done the legwork for you by compiling a comprehensive list of 22 key questions to ask when evaluating a new CRM.
This guide will help you navigate the complexities of CRM selection, ensuring you make an informed choice that supports your business goals and enhances your operational efficiency. If you need help with CRM set up, integration, and automation, you can book a free discovery call with our CRM consultants now. If not, keep reading.
22 Common Questions to Ask When Evaluating a New CRM
Here are some questions to ask when you’re shopping around for a new CRM.
1. Migration Process: What does the data migration process look like? What are common challenges and potential missteps during migration?
2. Onboarding Experience: How is the onboarding process structured? Is it straightforward and comprehensive?
3. Report Generation: How easy is it to produce reports? Can reports be customised to meet your specific needs?
4. Specific Workflows: Does the CRM support specific workflows that are critical to your business, such as prospect management or integration with your finance department?
5. User Interaction: How do different user levels interact within the system? Is it suitable for your organisation’s structure and hierarchy?
6. References: Can you provide references from businesses of similar size? Have you reached out to these references to discuss their experiences?
7. System Integration: How well does the CRM integrate with other products and services? Can these CRM integrations streamline your processes?
8. Future of AI: What are the plans for AI integration within the CRM? Will this come with additional costs?
9. Marketing Ease: How easy is it to use the CRM for marketing purposes, such as messaging supporters or clients?
10. Ongoing Maintenance: What are the costs associated with ongoing maintenance and upkeep? Can it be managed in-house, or will you need external consultants?
11. Implementation Costs: How are implementation costs billed? Is there an implementation team, or will you need to manage this internally?
12. Custom Functionality: Can the CRM handle specific functionalities that are important to your business? How well does it support automation and integration?
13. Custom Demos: Can you request a custom demo tailored to your business needs?
14. Support SLAs: What are the support SLAs for different tiers of support plans? How responsive and helpful is the support team?
15. Online Support Community: How robust is the online support community? Can you easily find solutions to common problems?
16. Pricing Model: What is the pricing model (user licences vs. usage)? Are there discounts for annual licences or bulk purchases?
17. Flexible Payment Options: Can you pay quarterly or semi-annually for annual licences?
18 Security Measures: What security measures are in place, especially relevant to your industry?
19. Open API: Is there an open API, and is it supported by integration tools like Zapier or Make.com?
20. Phone, SMS, and Email: How do phone, SMS, and email integrations work? What options are available for these communications?
21. Daily Reports: Can you send daily reports to non-users, such as executives who only need report access?
22. Portal Options: Is there a customer portal or partner portal option available? How robust are these features?
Check out these 9 steps that can help you find the best CRM for your company
Here are some things to consider when shopping around for a new crm.
1. What are Your Business Needs and Goals?
When evaluating a new Customer Relationship Management (CRM) system, the first step is to clearly understand your business needs and goals. This foundation will guide your decision-making process and ensure that the CRM you choose aligns with your company’s objectives and addresses your specific challenges. Here are key considerations to help you identify your business needs and goals:
Identifying Specific Pain Points and Objectives
– Current Challenges: What issues are you facing with your current CRM or lack thereof? Common problems might include inefficient data management, poor customer communication, or lack of sales insights.
– Desired Outcomes: What do you hope to achieve with a new CRM? Whether it’s enhancing customer service, boosting sales productivity, or streamlining operations, having clear objectives will help you measure the success of your CRM implementation.
Understanding the Scale and Scope of Your Business Operations
– Business Size: Are you a small business with a few employees or a large enterprise with multiple departments? The size of your business will influence the type of CRM you need.
– Customer Base: How many customers do you have, and how do you interact with them? A CRM should be able to handle your customer volume and provide tools for effective engagement.
– Sales Process: What does your sales process look like? Understanding your sales pipeline, from lead generation to closing deals, will help you choose a CRM that supports each stage of your process.
Examples of Common Business Goals
– Improving Customer Service: A CRM can help you track customer interactions and provide timely responses, leading to better customer satisfaction and loyalty.
– Increasing Sales: By automating sales tasks, providing sales insights, and managing leads more effectively, a CRM can help you increase your sales figures.
– Better Data Management: Centralising customer data in a CRM ensures that your team has access to accurate and up-to-date information, leading to better decision-making and efficiency.
2. What Features Are Essential for Your Business?
Selecting a CRM that aligns with your business needs involves identifying the essential features that will support your operations and help achieve your goals. Here’s a detailed breakdown of the key features to consider:
Core CRM Functionalities
– Contact Management: A robust CRM should allow you to efficiently manage your contacts, keeping track of all customer interactions, preferences, and history in one place.
– Sales Automation: Automate repetitive sales tasks such as follow-up emails, lead assignment, and pipeline management to increase productivity and ensure no opportunities are missed.
– Reporting and Analytics: Comprehensive reporting tools help you track performance metrics, sales trends, and customer behaviours, providing insights that drive informed business decisions.
Industry-Specific Features
– Ecommerce Integration: If you’re in the ecommerce industry, look for CRM features that seamlessly integrate with your online store, manage product inventories, track customer purchases, and analyse buying patterns.
– Property Management Tools: For real estate businesses, CRM functionalities such as property listings management, client match, and automated follow-ups can be crucial.
– Customer Support Management: Industries that require extensive customer support might benefit from features like ticketing systems, live chat integrations, and customer feedback tools.
Scalability and Customization Options
– Scalability: Ensure the CRM can grow with your business. As your customer base expands and your needs evolve, the CRM should be able to handle increased data and user load without compromising performance.
– Customization: The ability to tailor the CRM to your specific business processes is vital. Look for customizable dashboards, workflows, and fields that allow you to adapt the system to your unique requirements.
Examples of Essential Features
– Lead Management: Tools to capture, track, and nurture leads through the sales funnel.
– Email Marketing Integration: Integration with email marketing platforms to design, send, and track email campaigns directly from the CRM.
– Mobile Access: Mobile apps or responsive design that enable your sales and support teams to access the CRM on the go, ensuring they stay productive even outside the office.
– Integration: Features that integrate other channels and tools you use to run your business, allowing you to engage with customers, track social interactions, and capture leads from social platforms.
3. How User-Friendly is the CRM?
The usability of a CRM system is a critical factor in its successful adoption and long-term effectiveness. A user-friendly CRM can significantly enhance productivity, reduce training time, and ensure that your team fully leverages its features. Here’s what to consider when evaluating the user-friendliness of a CRM:
Importance of an Intuitive Interface
– Ease of Navigation: The CRM should have a clean, intuitive interface that makes it easy for users to navigate through different sections and access the information they need without a steep learning curve.
– Clear Layout: Look for a CRM with a well-organised layout where key functionalities are easily accessible. Dashboards should provide a clear overview of important metrics and activities.
– Consistency: Consistent design elements and workflows across the CRM help users quickly familiarise themselves with the system, reducing errors and increasing efficiency.
Ease of Training and Onboarding for Your Team
– Comprehensive Training Resources: The CRM should offer extensive training resources, including tutorials, webinars, documentation, and user guides, to help new users get up to speed quickly.
– Onboarding Support: Look for CRMs that provide onboarding support, such as personalised training sessions, to ensure your team can start using the system effectively from day one.
– User Adoption: A user-friendly CRM encourages higher adoption rates among employees, ensuring that the system is fully utilised and delivers maximum ROI.
Availability of Customer Support and Resources
– 24/7 Support: Consider CRMs that offer around-the-clock customer support via multiple channels, such as phone, email, and live chat, to resolve any issues promptly.
– Knowledge Base: A comprehensive knowledge base with FAQs, troubleshooting guides, and best practice articles can help users solve problems independently and improve their CRM skills.
– Community Forums: Active user communities and forums can be valuable resources for sharing experiences, tips, and solutions to common challenges.
Evaluating User-Friendliness: Practical Steps
1. Request a Demo: Most CRM providers offer a demo or trial period. Use this opportunity to explore the interface and see how intuitive it is for your team.
2. Seek Feedback: Involve key team members in the evaluation process and gather their feedback on the CRM’s usability. Their firsthand experience can provide valuable insights into how user-friendly the system is.
3. Compare Options: Evaluate multiple CRM options and compare their user interfaces, training resources, and support offerings. This comparison will help you identify the most user-friendly solution for your business.
4. What Are the Integration Capabilities?
Integration capabilities are a crucial factor when evaluating a new CRM. The ability of a CRM to seamlessly connect with your existing tools and systems can significantly enhance your operational efficiency, data accuracy, and overall business productivity. Here’s what you need to consider regarding CRM integration capabilities:
Compatibility with Existing Systems
– Current Software Ecosystem: Identify the software tools and systems your business currently uses, such as email marketing platforms, accounting software, e-commerce platforms, and customer support tools. Ensure the CRM can integrate with these systems to streamline workflows and avoid data silos.
– Ease of Integration: Look for CRMs that offer straightforward integration processes, ideally with pre-built connectors or integrations that require minimal technical expertise. This reduces the time and effort needed to connect the CRM with your existing systems.
API Availability and Ease of Integration
– API Documentation: Comprehensive and well-documented APIs (Application Programming Interfaces) are essential for custom integrations. Ensure the CRM provides detailed API documentation that allows your developers to build custom integrations tailored to your specific needs.
– Developer Support: Check if the CRM vendor offers developer support, such as forums, support tickets, or dedicated technical assistance, to help your team troubleshoot and optimise integrations.
– Integration Platform: Some CRMs come with built-in integration platforms or marketplaces where you can find and deploy integrations with popular business tools quickly and easily.
Examples of Popular Integrations
– Email Marketing: Integrations with email marketing tools like Mailchimp, Constant Contact, or Zoho Campaigns enable you to manage your email campaigns directly from the CRM, track engagement, and segment contacts based on their interactions.
– Accounting Software: Connecting your CRM with accounting software like QuickBooks, Xero, or Zoho Books allows you to synchronise financial data, streamline invoicing processes, and gain a complete view of customer transactions.
– E-commerce Platforms: Integrations with e-commerce platforms such as Shopify, WooCommerce, or Magento can help you track customer purchases, manage inventory, and personalise marketing efforts based on purchase history.
– Customer Support Tools: Integrations with customer support platforms like Zendesk, Freshdesk, or Zoho Desk enable you to manage customer queries, track support tickets, and provide a seamless support experience.
Benefits of Seamless Integrations
– Unified Data: Integrating your CRM with other business tools ensures that data flows seamlessly between systems, providing a unified view of customer interactions and business processes.
– Improved Efficiency: Automation of routine tasks, such as data entry and synchronisation, reduces manual workload and minimises the risk of errors, allowing your team to focus on high-value activities.
– Enhanced Decision-Making: Access to consolidated and up-to-date information from various systems helps you make informed decisions based on comprehensive insights.
Evaluating Integration Capabilities: Practical Steps
1. Identify Key Integrations: List the critical tools and systems your business relies on and ensure the CRM can integrate with them effectively.
2. Test Integrations: During the CRM trial or demo period, test the integration capabilities with your existing tools to evaluate their ease of setup and performance.
3. Consult with Vendors: Discuss your integration needs with CRM vendors to understand the available options, support resources, and any potential limitations.
5. How Secure is the CRM?
When evaluating a new Customer Relationship Management (CRM) system, security is a paramount concern. Your CRM will hold sensitive customer data, business information, and potentially financial records. Ensuring that this data is protected from breaches and unauthorised access is crucial for maintaining customer trust and complying with regulations. Here’s what you need to consider regarding the security of a CRM:
Data Protection and Privacy Measures
– Data Encryption: Ensure the CRM uses robust encryption methods (e.g., AES-256) for data both in transit and at rest. This protects your data from being intercepted or accessed by unauthorised parties.
– Regular Security Audits: Check if the CRM vendor conducts regular security audits and vulnerability assessments. These audits help identify and address potential security weaknesses before they can be exploited.
– Data Backup and Recovery: The CRM should have automated data backup processes and a solid disaster recovery plan to ensure data integrity and availability in case of system failures or cyber-attacks.
Compliance with Industry Standards and Regulations
– GDPR Compliance: For businesses operating in or dealing with customers from the European Union, ensure the CRM complies with the General Data Protection Regulation (GDPR). This includes features like data access and deletion requests, consent management, and data portability.
– CCPA Compliance: If you handle data from California residents, the CRM should comply with the California Consumer Privacy Act (CCPA), which includes requirements for data transparency, access, and deletion.
– Industry-Specific Regulations: Depending on your industry, there may be additional regulations (e.g., HIPAA for healthcare, PCI-DSS for payment card data) that the CRM must comply with. Verify that the CRM meets these standards.
Security Features
– User Access Controls: The CRM should offer granular access controls, allowing you to define who can view, edit, or delete data. Role-based access control (RBAC) helps ensure that users have the minimum level of access necessary for their roles.
– Multi-Factor Authentication (MFA): MFA adds an extra layer of security by requiring users to provide two or more verification factors (e.g., a password and a code sent to their mobile device) to access the CRM.
– Audit Logs: Comprehensive audit logs track user activities within the CRM, providing a record of who accessed or modified data and when. This helps detect and respond to suspicious activities.
Evaluating CRM Security: Practical Steps
1. Request Security Documentation: Ask the CRM vendor for detailed security documentation, including information on encryption methods, compliance certifications, and security policies.
2. Conduct a Security Assessment: If possible, conduct an independent security assessment or penetration test to evaluate the CRM’s defences against potential threats.
3. Consult with Your IT Team: Involve your IT or cybersecurity team in the evaluation process to ensure the CRM meets your organisation’s security requirements and standards.
6. What is the Total Cost of Ownership?
Understanding the total cost of ownership (TCO) for a CRM system is crucial for making an informed decision. The TCO includes not only the initial purchase price or subscription fees but also all the associated costs over the CRM’s lifecycle. Here’s a detailed breakdown of what to consider:
Initial Setup Costs and Ongoing Subscription Fees
– Licensing Fees: Determine whether the CRM is available as a one-time purchase or a subscription-based service. Subscription models often have monthly or annual fees, which can vary based on the number of users and features.
– Setup and Implementation Costs: These include costs for initial setup, customization, data migration, and integration with existing systems. Some CRMs may require professional services for a smooth implementation.
– Training and Onboarding: Factor in the costs for training your staff to use the new CRM effectively. This can include in-person training sessions, online courses, and additional resources.
Costs of Additional Features or Integrations
– Add-On Modules: Many CRMs offer additional features or modules that may come at an extra cost. These can include advanced analytics, marketing automation, or AI-powered tools.
– Third-Party Integrations: If you need to integrate the CRM with other tools (e.g., accounting software, email marketing platforms), there may be costs associated with these integrations. Some integrations might require additional software or middleware.
– Customization and Development: Customising the CRM to fit your specific needs can incur costs, especially if it involves significant development work or the use of external consultants.
ROI and Long-Term Financial Impact
– Productivity Gains: Evaluate how the CRM will improve productivity and efficiency. Automated workflows, better data management, and improved customer interactions can lead to significant cost savings over time.
– Sales Increases: A CRM can help increase sales by providing better insights into customer behaviour, enabling more effective marketing campaigns, and improving sales processes.
– Customer Retention: Improved customer service and relationship management can lead to higher customer satisfaction and retention, which positively impacts revenue.
Calculating the Total Cost of Ownership
1. Identify All Costs: List all potential costs associated with the CRM, including direct and indirect costs. This should cover everything from software licences to training and maintenance.
2. Estimate Duration: Consider the typical lifespan of the CRM system and calculate the costs over this period. This helps in understanding long-term financial commitments.
3. Compare Options: Evaluate different CRM options based on their TCO. Sometimes a CRM with a higher upfront cost may offer better value over time due to lower ongoing expenses or higher ROI.
Evaluating TCO: Practical Steps
1. Vendor Transparency: Ensure the CRM vendor is transparent about all costs. Ask for detailed pricing information and clarification on any hidden or additional fees.
2. Request a Quote: Get a detailed quote that includes all aspects of the TCO. This will help you compare different vendors and make an informed decision.
3. Pilot Program: If possible, start with a pilot program to understand the real-world costs and benefits of the CRM. This can provide valuable insights before committing to a full-scale implementation.
7. What Do Current Users Say About the CRM?
Gathering feedback from current users of a CRM system can provide valuable insights that go beyond the features and specifications listed by the vendor. User reviews, testimonials, and case studies offer real-world perspectives on the system’s performance, reliability, and overall user satisfaction. Here’s how to effectively evaluate what current users say about a CRM:
Researching Reviews and Testimonials
– Independent Review Sites: Websites like G2, Capterra, and Trustpilot host reviews from verified users. Look for patterns in the feedback to understand common strengths and weaknesses.
– Vendor’s Website: While testimonials on a vendor’s website can be helpful, keep in mind that they are likely curated. Cross-reference these testimonials with reviews from independent sites for a balanced view.
– Social Media and Forums: Platforms like LinkedIn, Reddit, and industry-specific forums can provide unfiltered opinions and discussions about various CRMs. Engaging in these discussions can give you a deeper understanding of user experiences.
Case Studies and Success Stories
– Real-World Applications: Case studies provide detailed examples of how businesses have implemented the CRM and the benefits they’ve achieved. Look for case studies that are similar to your business in size, industry, and requirements.
– Quantifiable Results: Focus on case studies that highlight specific metrics, such as increases in sales, improvements in customer retention, or time savings. These results can help you gauge the potential ROI for your business.
– Challenges and Solutions: Understand the challenges faced by other users and how they overcame them using the CRM. This can provide insights into potential issues you might encounter and how to address them.
Seeking Feedback from Peers or Industry Groups
– Professional Networks: Reach out to your professional network for recommendations and feedback on CRMs they’ve used. Colleagues in similar roles or industries can provide valuable first-hand insights.
– Industry Associations: Many industry associations conduct surveys and publish reports on CRM usage and satisfaction. These reports can offer aggregated data and trends relevant to your sector.
– User Groups and Communities: Join user groups or communities related to the CRM you’re considering. These groups often share tips, best practices, and troubleshooting advice, giving you a sense of the CRM’s support ecosystem.
Evaluating User Feedback: Practical Steps
1. Identify Common Themes: As you read reviews and case studies, note recurring themes, such as ease of use, customer support quality, integration capabilities, and any frequently mentioned drawbacks.
2. Weigh Pros and Cons: Create a list of pros and cons based on user feedback. Consider how these align with your business needs and priorities.
3. Request References: Ask the CRM vendor for references you can contact directly. Speaking with current users can provide a deeper understanding of their experiences and satisfaction levels.
8. What Level of Customer Support is Provided?
The level of customer support provided by a CRM vendor is a critical factor in ensuring the successful implementation and ongoing operation of the system. High-quality support can help you quickly resolve issues, maximise the CRM’s functionality, and ensure that your team is fully equipped to use the system effectively. Here’s what to consider regarding customer support:
Types of Support Available
– Live Chat and Phone Support: Check if the CRM vendor offers live chat and phone support for immediate assistance. This is particularly important for resolving urgent issues that can impact your business operations.
– Email Support: Email support is useful for non-urgent queries and allows you to keep a record of communications. Ensure that the vendor provides timely and helpful responses.
– Support Tickets: A ticketing system allows you to submit and track support requests. Look for vendors that offer an efficient ticketing process with clear timelines for response and resolution.
Availability and Response Time
– 24/7 Support: For businesses that operate across multiple time zones or have extended working hours, 24/7 support is crucial to ensure that help is available whenever needed.
– Response Time SLAs: Service Level Agreements (SLAs) outline the expected response times for different types of support requests. Check the vendor’s SLAs to ensure they meet your business requirements.
Quality of Support Resources
– Knowledge Base: A comprehensive knowledge base with articles, tutorials, and FAQs can help your team find answers to common questions and troubleshoot issues independently.
– Community Forums: Active user forums or communities provide a platform for users to share experiences, ask questions, and find solutions. Participation in these forums can be a valuable resource.
– Training and Onboarding: Vendors that offer structured training programs, webinars, and onboarding sessions can help your team get up to speed quickly and effectively use the CRM’s features.
Evaluating Customer Support: Practical Steps
1. Test the Support Channels: Before committing to a CRM, test the available support channels by asking questions or submitting test queries. Evaluate the response times, quality of answers, and overall experience.
2. Read User Reviews: Look for feedback on customer support in user reviews and testimonials. Pay attention to comments about responsiveness, helpfulness, and resolution of issues.
3. Request Support SLAs: Ask the vendor for detailed information about their support SLAs, including response and resolution times for different types of support requests.
9. What is the Vendor’s Track Record and Reputation?
Evaluating the vendor’s track record and reputation is crucial when choosing a CRM system. A vendor with a strong history of reliability, innovation, and customer satisfaction is more likely to provide a high-quality product and excellent support. Here’s how to assess a CRM vendor’s track record and reputation:
Company History and Stability
– Years in Business: Consider how long the vendor has been in the market. Established companies with a long history are generally more stable and reliable.
– Financial Health: Research the financial health of the vendor. A financially stable company is more likely to invest in product development, security, and customer support.
– Growth and Innovation: Look at the vendor’s growth trajectory and commitment to innovation. Companies that continuously improve and expand their offerings are more likely to provide a cutting-edge CRM solution.
Customer Satisfaction and Retention Rates
– Customer Retention: High customer retention rates indicate that existing users are satisfied with the product and service. This is a strong indicator of the vendor’s reliability and the CRM’s effectiveness.
– Customer Testimonials: Read testimonials from customers to get insights into their experiences. Positive testimonials from reputable companies can reinforce the vendor’s credibility.
– Case Studies: Review case studies that demonstrate how the CRM has helped businesses similar to yours achieve their goals. Look for measurable results and detailed examples.
Industry Recognition and Awards
– Industry Awards: Check if the vendor has received any industry awards or recognitions. Awards can signify excellence in product innovation, customer service, or overall performance.
– Analyst Reviews: Look for reviews and rankings from industry analysts like Gartner, Forrester, or IDC. These reviews can provide an unbiased evaluation of the vendor’s strengths and weaknesses.
Evaluating the Vendor’s Track Record: Practical Steps
1. Research the Vendor: Conduct thorough research on the vendor’s background, financial health, and market presence. Use sources like business news sites, industry reports, and the vendor’s own website.
2. Read User Reviews and Testimonials: Explore independent review sites, social media, and forums to gather feedback from current users. Pay attention to common themes regarding product reliability, customer support, and overall satisfaction.
3. Request References: Ask the vendor for references from existing clients, preferably those in your industry or with similar business needs. Contact these references to ask about their experiences and satisfaction with the CRM and the vendor’s support.
4. Evaluate Industry Recognition: Look for any industry awards, recognitions, or analyst reviews that the vendor has received. This can provide additional validation of their credibility and performance.
How we can help you select a new CRM
Selecting a new CRM is a significant investment in your business’s future, and asking the right questions is crucial to making an informed decision. From understanding the migration process and onboarding experience to evaluating integration capabilities and total cost of ownership, each question plays a vital role in ensuring the CRM meets your specific needs.
By thoroughly exploring these 22 questions, you can confidently choose a CRM that not only addresses your current challenges but also supports your long-term business objectives. Remember, the right CRM will empower your team, improve customer relationships, and drive your business towards greater success.
Need help with your CRM implementation, Automation and Integration? Book a free Discovery call now.