Technology Tools for CRM initiatives

CRM technology tools provide excellent support in the implementation of initiatives for customer centricity. Your selection and implementation should follow a clear and practical methodology to ensure success.

Select the right tool involves knowing the different types of options or alternatives available tools and recruitment for the project to be successful and demonstrate the expected benefits in the defined strategy, plus get a clear ROI and fast for your organization.

Do not forget that technology is only a facilitator, a support or a means to an end that is the implementation of a CRM initiative. The technological tools should not be the main purpose of implementation, but their proper use will support a well-defined strategy of centralization on the client.

Unquestionably there is always talk of failure when implementing CRM tools, but they mostly do not obey the tool itself, but well articulated that she has defined in the initiative.

Types of Tools by Functionality

If we talk about CRM applications, we will discuss three main processes, or modules as they are called, they are: Marketing, Sales and Customer Service.

In some tools found him as independent processes and even different user interfaces, but other tools is difficult to tell when it's going from one to the other. Whatever the case tools provide functionality as described below

Module

Features

Marketing

Construction of the database

Profiling and Segmentation

Campaign execution relational

Sending direct mail and e-mails

Administration of first contacts

Rating of potential customers

Management of promotional material

Relational marketing ROI

Sales

Account Management and contacts (customers, prospects, competitors, business partners, etc.)

Managing the Sales Force

Management goals or quotas

Consumer

· Plans for visits or routers

· Registration of transactional information (inventory, pricing, orders, receipts, etc.).

Complex products or services

· Administration of quotes and proposals (opportunities)

· Automation of sales processes

· Forecasts

Customer Service

Call Center

Complaints

Service Contract Management

Field work (field service)

Self-help portals for customers

Types of Tools by Platform

If we look at the tools for the platform on which they operate, we will find several alternatives:

1. Client / Server: these tools have a piece of software installed on an application server that contains the database system and another piece of software installed on the client that can be a PC or mobile device. These tools have several advantages in scenarios where high response times required in the applications as it can be a Call Center

2. Web: in these platforms has the advantages of having a centralized management throughout the application, since the clients are generally not require any software to operate, but through an Internet browser access to information. These alternatives are very useful when I have users scattered in distant geographic locations, but require online information and updated for its management.

3. Mobile: This is a variation of the client / server platforms. This is the case of eg tools sales force automation, where the seller has a laptop or handheld wireless device in the type which carries a small database with relevant and timely information which can be found anywhere without having access to the central server. Then through the synchronization process the information is updated from the server either in the office, or through an Internet connection even from your cell phone.

Tool Types by Mode of Procurement

According to the type of contract is made for the licensing of the tools, on the basis that a tool will be installed and developed and supplied by a manufacturer of software there are three options for selection:

1. On Premise: this concept is called the tools that are provided in the form of licensing where the company usually buys perpetual license to use a tool already developed. This is the traditional model in the software world, here the organization acquires a server where you install the application and database system. In these models, you should consider not only the CRM software, but the core software required for operation, such as operating systems, database engine and additional components depending of the tool selection, and hardware or servers and workstations that have to operate the system. A robust hardware allows more storage and processing speed resulting in improved application response times, but the cost is proportional to their wishes. Here we see tools such as Oracle CRM, Sage SalesLogix CRM, Microsoft Dynamics CRM, among others.

2. On Demand: Thanks to the Internet, making this model more and more swing. Here you rather hire or lease the software service through the Internet where you have a tool that is somewhat customizable to your needs . If you have web access to its ERP services might even think about integrating it. Here the cost is reduced to pay a monthly per-user value. Against on-premise model has advantages in requiring less initial investment to start the project, but in the long run end up paying more than one solution installed on their servers. In some organizations this model is well accepted, since the databases are outside the control of their organization, and we're talking about sensitive information such as the customer, so that in these cases you need a little more open-minded to adopt this strategy.

It is also useful if your organization wants to temporarily have a tool with a low investment cost. It is highly recommended for projects where a tool is intended for the long term as some analysts have shown that the total cost of ownership of a tool this is more than one installed "On Premise". Here are the most popular tools SalesForce.com and NetSuite, among others.

3. Free Software: Although this is not really a classification of an option contract if it can be interesting if your budget is low investment in technology. Here is what you are looking to have a free distribution tool with a good group of technicians can adjust and customize to your needs. There are communities where they exchange modules or extensions for your application, but this type of tool has been shown to require a high degree of internal support. Among the most popular tools are Sugar CRM , vTiger and B-Kin, among others.

This material forms part of the document called "Technology Tools for CRM Initiatives" Kit is part of the CRM practice. It is a very detailed document that gives the guidelines required to properly select a CRM tool.

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