17 Rules of the Road for CRM

When it comes to choosing the right customer relationship management (CRM) system for your business, it's important to understand all the benefits of an integrated CRM system before beginning your selection process.

When you launch a CRM implementation, your choices can impact nearly everyone in your company. This white paper introduces the 17 "rules of the road" for CRM which were collected from executives, managers, employees and consultants who shared their experiences. The goal is to provide you with useful information as you choose your CRM system.

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What are the Rules?

Before You Start

• CRM is more than a product, it's a philosophy
• Customers are everywhere: clients, vendors, employees, mentors
• Don't confuse CRM with contact management
• CRM solutions are different for midsized companies

Your First Steps

• Planning pays

Comparing Options

• Prepare for product demos
• Implement current technology
• CRM is not a point solution
• Speed ROI through back-office integration
• Multi-channel access is the only way to go
• Look for true platform flexibility
• High cost does not necessarily mean high value

A Smooth Implementation Ensures Success

• CRM is not for any single department, it's for the whole company
• Implementation method is as important as product choice
• Training can't be "on the job"
• Test, or crash and burn
• Focus on CRM goals: improve customer satisfaction, shorten sales cycles and increase revenue