Stacy Bennett
Editor, CRM Software
Stacy Bennett is an accomplished digital and direct marketing professional with leadership roles in a variety of technology, ecommerce, and multi-channel companies.
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CRM Software
Selecting the best customer relationship management (CRM) software is a difficult task because the right choice depends on the business strategy of an organization. Besides choosing from almost 100 different CRM solutions, a company must also decide between two different deployment options of CRM software. A small company and an enterprise are not likely to need the same CRM software, but any organization can find the right option by matching what they value with the most important CRM features.
Buying Guide
1. Reviews
2. Features
3. Consumer
Profiles
Profiles
4. Types
Chapter 2: Features
What CRM Software Features Matter and Why?
Sales Force Automation
Sales Force Automation (SFA) contains a set of features used to streamline the sales process and is an integral part of any full-featured CRM software. This includes automation of such business tasks like contact management, opportunity tracking, sales forecasting, and the entire lead management cycle from routing and scoring to qualifying and converting. The top CRM software products will have robust functionality when it comes to Sales Force Automation, which will help drive sales performance due to data sharing across multiple teams and improved efficiencies from task automation.
Account Management
You can create, track, and management accounts.
Activity Tracking and History
You can track current and historical activities for a record, such as accounts, contacts, and leads.
Assets
Assets are specific products your customers have. You can create, store, and manage this in the CRM system.
Competitor Tracking
You can track competitors' strengths and weaknesses for your opportunities.
Contact Management
You can create, track, and management contacts.
Contract Management
You can create, track, and management business contracts.
Customizable Sales Forecasting
You can customize sales forecasts.
Customizable Sales Process
You can customize sales processes for your organization.
Document Library
You can store files in the document library. These are files that are often shared with your contacts and accounts.
Lead Management
Leads are potential customers. You can create, track, and manage leads in the CRM system.
Lead Routing
You can route leads to the appropriate person or team.
Lead Scoring
You can score leads.
Multiple Currencies
Your administrator can set up your CRM system to use multiple currencies.
Opportunity Alerts
You can set up alerts to monitor deals from opportunities.
Opportunity Tracking
You can track and manage opportunities, which are sales or pending deals, for your organization.
Product Catalog
You can create, track, and manage products and price lists.
Qualify and Convert Lead
You can qualify and convert a lead to an account, contact, or opportunity.
Quota Management
You can set and monitor sales quotas for your sales representatives.
Quotes
You can create and share quotes for customers.
Sales Forecasting
You can create and generate sales forecasts to see what your expected sales revenues are.
Marketing Automation
Marketing Automation contains a set of features used to automate the marketing process. A key functionality of Marketing Automation is the ability to create marketing campaigns. The best CRM software will often have advanced features such as campaign cloning, campaign activities, and a campaign wizard to create and manage campaigns with ease. Other essential features in Marketing Automation include pre-built email templates, mass emailing, and web-to-lead forms to capture leads from a site. These basic marketing activities will come stocked in most top CRM software products.
Campaign Activities
You can create activities, waves, or hierarchies within a marketing campaign.
Campaign Cloning
You can easily clone or copy an existing marketing campaign.
Campaign Wizard
You can get step-by-step guidance in creating marketing campaigns.
Campaigns
You can plan, create, track, and manage marketing campaigns through the CRM application.
Email Templates
You can utilize pre-defined email templates or create your own.
Mass Emailing
You can send a mass email message to multiple recipients.
Web-to-Lead Forms
You can create and publish forms on your organization's website to gather information and capture new leads.
Customer Support Automation
Customer Support contains a set of features used to centralize and manage customer service requests. This can be achieved through case management tools, and the ability to create solutions and share them internally or with customers through a knowledge base. Most top CRM software will also have a self-service portal that can be set up for each organization and accessed by customers. Another powerful feature for Customer Support is the ability to capture customer cases through web and email, which streamlines the process and prevents the need for manual transfer of data to the CRM system.
Case Management
You can create, track, and manage customer cases.
Computer Telephony Integration (CTI)
Computer Telephony Integration (CTI) is enabled for this product. At a minimum, this allows you to manage incoming and outgoing calls.
Email-to-Case
You can capture a customer case from email.
Knowledge Base
You can publish a knowledge base to contain solutions to be shared with users in your organization and customers.
Self-Service Portal
You can provide online support for your customers through a self-service portal.
Service Contracts
You can create, track, and manage service contracts - which is an agreement between you and your customers.
Solutions
You can create, view, and manage solutions used to solving customer cases.
Web-to-Case
You can capture a customer case online through web forms on your website.
Reporting and Analytics
Reporting and Analytics contains the essential features required to monitor and report on key performance indicators. The best CRM software products will enable a real-time view into sales, marketing, and customer service performance and metrics. This is typically achieved through the use of dashboards, which often can be customized. Other features include charts that have drill-down capabilities and a selection of pre-built reports. Most top CRM software products will enable custom reporting as well as scheduled reports, which will automatically generate and send reports to individuals or teams.
Analytic Snapshot
You can report on and view historical data.
Campaign Metrics Reporting
You can get reporting on campaign metrics such as: ROI, bounce emails, unique emails open, total email click-throughs, unique email click-throughs, and click-to-open rate.
Charts
You can create, edit, and view charts with data from the CRM application.
Custom Reporting
You can create, edit, and view reports with data from the CRM application.
Customizable Dashboards
You can customize dashboards.
Dashboards
You can view data through dashboards.
Drill-Down Capable
You can drill down on a report or chart to see the data set used.
Export Reports
You can run and export reports from the CRM application. Typical report formats are CSV, PDF, and XLS.
Multiple Report Types
You can view a report in different formats. These formats include tabular, summary, or matrix.
Pre-Built Reports
The product comes stocked with pre-built reports.
Report Builder
You can sets up new reports or existing ones through h a report builder.
Sales Reports
You can report on opportunities and leads.
Scheduled Reports
You can schedule a report to run daily, weekly, or monthly. Some products also have the functionality to email the report to you automatically.
Support Reports
You can report on cases and solutions for your organization.
Workflow Management
Workflow Management contains tools to further automate sales, marketing, and customer support processes. This may include rules to assign leads and cases to an individual. In addition, Workflow Management can be used to create auto responses for incoming emails and escalation rules for when customer cases are not solved within a certain period of time. Workflow Management can also be used to drive improvement and efficiency to business processes by automating what would otherwise by manual, repetitive steps in a workflow.
Auto Response Rules
You can create auto response rules to automatically send email responses based on a set of conditions.
Case Assignment Rules
You can create case assignment rules to specify how cases are assigned to users or queues.
Custom Workflows
You can create custom workflows to automate procedures and business processes.
Escalation Rules
You can create escalation rules to escalate cases to users or queues if they are not resolved within a certain time period.
Lead Assignment Rules
You can create lead assignment rules to specify how leads are assigned to users or queues.
Visual Workflows
You can create workflows visually in diagram structure.
Data Management
Data Management indicates how equipped a CRM software is when it comes to dealing with data. This is as simple as the ability to import data in batches and deleting mass data. Most top CRM software will come with tools to de-duplicate data and merge records as well. Data Management is a fairly important category for CRM software as the data typically can be large and any features to automate the processing of data as well as maintaining quality would be important for any organization.
API
The product has an API feature that enables you to access your organization's information from the CRM application.
Data De-duplication
You can identify, fix, and reduce duplicate data through data de-duplication.
Data Import
You can import data into the CRM application. Most commonly in CSV or XLS formats.
Deleting Mass Data
You can delete multiple data at one time.
Export Backup Data
There is an option to export all of your data in the CRM application.
Monitoring
There is some level of monitoring functionality that enables you to track certain tasks like: bulk data load jobs, inbound emails, usage, or workflow queues.
Record Merge
You can merge duplicate data.
Security and Administration
Security and Administration contains the core features needed to effectively manage the CRM system from a security standpoint. Through user management, privileges can be set to control access to the CRM system and manage such things as who can see data and at what level, who can edit data, who can delete data, and who can create data. Other key features include field-level security, data sharing rules, and security groups. Security and Administration is fairly important as an organization would want to ensure the security of data that is typically stored in a CRM system, which is often of high value and sensitivity as it relates to customer and account information.
Data Sharing Rules
Data sharing rules enables administrators and/or users to grant access to defined sets of users.
Field-level Security
Field-level security enables administrators to restrict view and edit access for certain fields in the CRM system.
Security Groups
Administrators can create and manage groups in the CRM application. This may include groups based on location, department, or job profiles.
Territory Management
Territory management enables administrators to grant access to accounts based on characteristics of the accounts. Often is used to structure sales territories.
User Management
User Management enables administrators to perform certain tasks for users like create user, reset password, and assign permissions.
3rd Party Integration
3rd Party Integration is how well the CRM software works with third-party applications. This can be as basic as creating mail merge Microsoft Word documents or exporting CRM data to Microsoft Excel for further analysis. In addition, the best CRM software often will integrate with social media sites like Twitter, LinkedIn, and Facebook. Depending on the CRM software, this can include the ability to view customer profiles and get real-time activity feeds from within the CRM.
You can integrate the product with Facebook, which enables you to view a contact record's profile from within the CRM application.
Google Apps
You can integrate the product with Google Apps.
You can integrate the product with LinkedIn, which enables you to view a contact record's profile from within the CRM application.
Microsoft Excel
You can integrate the product with Microsoft Excel.
Microsoft Word
You can integrate the product with Microsoft Word. This is useful for such tasks like creating mail merge templates with data from the CRM application.
You can integrate the product with Twitter, which enables you to view and join in on real-time customer conversations.
Email Integration
Email Integration indicates how well the CRM software works with email applications. The most basic level of integration would allow users to access email from such applications as Gmail and Microsoft Outlook from within the CRM. A measure of success in implementing a CRM system is the ability to keep users inside the CRM - Email Integration allows for that. It will enable users to communicate with contacts without having to leave the CRM.
Gmail
You can view and send email from a Gmail account within the CRM application.
IBM Lotus Notes
You can view and send email from an IBM Lotus Notes email within the CRM application.
Microsoft Outlook
You can view and send email from a Microsoft Outlook email within the CRM application.
Yahoo
You can view and send email from a Yahoo email account from within the CRM application.
Customization
Customization allows an organization to customize and personalize the CRM software to its own preferences. Not all companies are the same, and as such, the ability to customize fields, personal display, and tabs/modules is quite important. The top CRM software will also have a marketplace for users to download (either free or for a fee) applications to augment and further customize the CRM software. This can be important for companies who are looking for more robust features that did not come stocked in the CRM software.
Fields
You can customize fields in the CRM application. Depending on the product, this can mean renaming, creating, or ordering fields.
Formula Fields
You can create formula driven fields in the CRM application.
Manage List Views
You can customize list views in the CRM application to see a specific set of records.
Marketplace
You can customize the CRM application by adding applications, either from the company or a 3rd party, through a marketplace or app store.
Personal Display
You can change display options in the CRM application to personalize the user interface based on role.
Tabs/Modules
You can customize tabs or modules in the CRM application. Depending on the product, this can mean renaming, creating, ordering, or grouping tabs or modules.
Learning Materials
Learning Materials contains a set of materials that can be used to get started and learn more about the CRM software. This includes FAQs, a knowledge base, training videos, and user guides. Learning Materials is important, as CRM software isn't necessarily software that you can just get up and running on in hours - it will take days. It requires a certain level of setup and practice to fully take advantage of all the features a CRM software has to offer.
Best Practices
You can find best practices for the product. Typically in implementation of the product in your organization.
Blog
There is a blog for the product.
FAQ
There are frequently asked questions (FAQs) for the product.
Knowledge Base
There is a knowledge base for the product.
Training
Some level of online training is available for the product. Typically as courses or classes.
User Guides
User guides are available for the product.
Videos
Videos are available for the product.
Webinars
There are webinars for the product.
Support
Support encompasses the various ways to contact the CRM vendor with technical support issues. This can include the traditional channels of support like phone, email, and chat. A growing trend in Support is the availability of a forum for the CRM software product. The most helpful ones often are created and moderated by the CRM vendor themselves with an active community who contributes to the forum. In addition, the best CRM software products will often have a customer service portal that can be used to submit and track case tickets.
You can get assistance with customer or technical issues with a representative through email.
Forums
A community for support with common product problems. Typically made up of users and product specialists from the company. Also know as "communities" or "answers".
Live Chat
You can get assistance with customer or technical issues with a representative online through live chat.
Phone
You can get assistance with customer or technical issues with a representative through phone support.
Social Media
The company has a social media presence in Twitter, Facebook, and/or Google+. This could be a viable support channel for some products.
Tickets/Case
You can get assistance with customer or technical issues by submitting a ticket/case/service request online, most commonly through a customer service portal.
Mobile
Mobile is the ability to access data in the CRM system on a hand-held device. Most CRM software products allow access to accounts, cases, contacts, dashboards, leads, and tasks. The best CRM software products will enable edit abilities from a hand-held device. The more common devices are iPhone, Android, and Blackberry. Mobile is especially important for companies that have traveling employees who require access to customer data while on the go.
Access to accounts
You can access account records from the CRM application on a mobile device.
Access to cases
You can access case records from the CRM application on a mobile device.
Access to contacts
You can access contact records from the CRM application on a mobile device.
Access to dashboards
You can access dashboard(s) from the CRM application on a mobile device.
Access to leads
You can access lead records from the CRM application on a mobile device.
Access to opportunities
You can access opportunity records from the CRM application on a mobile device.
Access to tasks
You can access tasks from the CRM application on a mobile device.
Android
You can access the CRM application with an Android phone.
Blackberry
You can access the CRM application with a Blackberry.
Can edit
You can make edits to data in your CRM application on a mobile device.
iPad
You can access the CRM application with an iPad.
iPhone
You can access the CRM application with an iPhone.
Windows
You can access the CRM application with a Windows phone.
Inventory Management
Inventory Management contains features used to keep track of inventory. This includes the ability to create and manage products, create price books for different accounts, manage vendors who supply materials for products, and create sales orders and invoices. The majority of top CRM software products do not come stocked with Inventory Management features. Often, companies will look for third party solutions if inventory management is needed.
Invoices
You can create and manage invoices (customer bills).
Price Books
You may sell products to customers at variable prices. Use price books to track and manage this.
Purchase Orders
You can create, track, and manage purchase orders.
Sales Orders
You can create and manage sales orders for customers.
Vendor Management
You can track and manager vendor information.
Chapter 3: Consumer Profiles
Who Uses CRM Software?
Cost Cutter
A cost cutter is looking for a CRM software that provides all of the basic features at an affordable price. This person will want a CRM software that allows for management of accounts, contacts, leads, and opportunities. The cost cutter will also appreciate typical marketing features, like mass emailing and campaign management.
Non-Committal
The non-committal is looking for a full-featured CRM that allows customers to pay for what they need, one month at a time. This person will typically not favor CRM software that requires an annual contract or a minimum number of users. This gives the non-committal the freedom to flex his or her CRM needs up and down, depending on which direction their business pivots to.
Platform Converter
A platform converter will look for the flexibility to go from an on-demand or a software-as-a-service (SaaS) CRM delivery method to on-premise. They may even want a choice in cloud service providers, which gives them the ability to select a cloud that is most suitable for their business needs.
Microsoft Office User
A Microsoft user will look for a CRM that can be easily integrated with Microsoft products. This typically includes the ability to access Outlook email, sync contacts, tasks, and calendar with the CRM system. Integration with Word and Excel will include the ability to create mail merge documents and perform data analysis on data from the CRM in Excel.
Social CRMer
The social CRMer is looking for tight integration with such social media sites as Twitter, Facebook, and LinkedIn. A social CRMer will want to leverage social media services, tools, and technology to stay engaged with customers. This can be as simple as being able to access customer profiles and activities streams from within the CRM application.
Enterprise
An enterprise is normally an organization that will have over 1,000 employees. They are looking for a top-of-the-line, customizable CRM software that comes with powerful capabilities in sales force automation, marketing automation, customer support automation, reporting and analytics, and workflow management. An easy to navigate and technology-driven user interface will also be required because most enterprises are looking for a solution that can be easily adopted by many.
Small to Medium Business (SMB)
A small to medium-sized business or SMB may have anywhere from 200 to 500 employees. These businesses will look for a CRM system that will deliver solid tools to get a 360-degree view of their customer information and interactions. This includes strong capabilities to automate processes across sales, marketing, and customer support teams. An SMB also puts a high value on robust reporting capabilities.
Entrepreneur or Startup
An entrepreneur or startup can consist of a one-person team or as many as 50 employees. These people look for a cost-effective, out of the box CRM solution that is user friendly and possess strong features in sales force and marketing automations. Fast deployment and easy implementation will also be key, as an entrepreneur or startup will want to get up and running on the CRM software with their own data in a matter of days.
Chapter 4: Product Types
What is the Difference Between Hosted and On-Premise CRM?
CRM software has two basic deployment options: hosted and on-premise. When researching a CRM product, it’s important to understand the difference between the two.
Hosted
A hosted deployment option is one where the CRM software is hosted by a service provider and data from the CRM software is available as long as there is an Internet connection. Hosted CRM is also known as Online CRM, Web-based CRM, Software as a Service (SaaS), On-Demand CRM, or Cloud CRM. A per user, per month subscription is the typical payment method for SaaS CRM solutions.
The advantages of a hosted CRM:
- Fast deployment time
- Software updates are pushed automatically
- Greater accessibility
- Cheaper setup and maintenance costs
- Less risky
The disadvantages of hosted CRM:
- Lack of configuration
- Data is in the hands of the CRM vendor
Hosted CRM software has grown in adoption rates over the years with software as a service a growing trend in general. This solution is a viable option for small to medium-sized businesses due to low setup costs and quick deployment. All of the eight CRM software reviewed by Reviews.com are hosted or online CRM solutions.
On-Premise
An on-premise or on-site deployment option is one where the CRM is hosted on the organization's server. Access to the CRM does not rely on Internet connection as it can be accessed through the organization’s Local Area Network (LAN). Costs of deploying a CRM on-site includes, at the very least, user licenses and hardware equipment. On-premise CRM solutions are typically advantageous for enterprises who wish to have total control over every aspect of a CRM implementation.
The advantages of an on-premise CRM:
- Total control and security over data
- Highly customizable and configurable
- Easier integration with existing organization’s software
The disadvantages of on-premise CRM:
- High setup and maintenance costs
- Slow to deploy due to the vast technical requirements
About the Editor
Stacy Bennett
CRM Software Editor
Stacy holds a bachelor's degree from Seattle University and an MBA from City University in Marketing. She has experience in helping companies strategize, develop, and manage all aspects of a direct-to-consumer marketing ecosystem, including full CRM solutions, Social CRM, ecommerce websites, social media, email, mobile, and digital media. Stacy has experience with a number of online business tools used to improve efficiency and maximize output, including online fax services, CRM software, and ecommerce software.
