Where Do I Start?

This series of articles will outline the key steps to take when preparing to implement a CRM in an organisation. The topics are based on the approach Acme takes when working with our customers.

Why Do You Need A CRM System?

Generally speaking, a CRM system is going to help you streamline your processes and provide the means to reveal and capitalise on opportunities.

There are a number of motivators for moving into a real CRM system.

• You want your company to grow, but with growth comes new challenges. How do you bring new people on and give them the opportunity to perform, yet retain some degree of control and insight into their activities?
• You've been successful with sales and now have a growing customer base that needs ongoing support. How do you transfer the knowledge about your relationship to a support setting?
• Marketing efforts are working and sales are strong, but you would like to see even more growth. How can you more effectively manage your customer lifecycle and find new opportunity within your existing customer base?

What Kind of CRM System is Right For You?

There are some typical scenarios which help refine the question of what type of CRM system you need.

Scenario One – Early Stage Transition

Your company has accomplished a great deal using a simple approach that typically sees everyone doing their own thing and sharing information on an as-needed basis. The typical tools at this stage include Outlook and Excel spreadsheets. You understand your clients well enough and your schedule isn't all that complicated. You have a good command of spreadsheets and they have served the purpose of tracking your customers.

Scenario Two – Moving To A New Level

A somewhat different scenario is when you have been using a PC-based CRM application and growth has brought you to a point where you need a distributed application capable of fulfilling the needs of the company. While the leading PC-based programs typically do have big brother enterprise versions, the dramatic jump in cost is daunting. You have an existing database of important information as well as a clear definition of your customers.

Scenario Three – Integration Requirements

And finally, a key motivator in your choice of CRM platform could be driven by the need to integrate with an existing third-party system that is an integral part of your business. You need something that has the flexibility to adapt and grow. You know your business and have established processes. Perhaps the cost of delivering service is greater than it should be, or your customers are demanding a higher level of service than your current infrastructure can accommodate.

SugarCRM

SugarCRM is the most flexible application on the market with a simple, easy to understand pricing model that includes a free version. Before you dive in, there is some preparation you should be doing to ensure you implement things properly. The only thing worse than not having a system is having a poorly implemented system.

By following the steps outlined in this series of articles you will be sure you are doing the right thing for the right reasons. It will save you time and money both in implementation and in the long run. You will also be a lot happier with the CRM system and it will yield a greater return on investment.