In a recent Forrester Research report, it was noted that while functions and features are important in selecting customer relationship management (CRM) software, they are not the "be-all and end-all" deciding factor.
It was also noted that when organizations looked back in terms of the criteria they used, or would use, to select CRM software, product capabilities were not nearly as important as most users initially thought they were.
Two of the top three criteria listed by companies focused on a CRM system's flexibility (i.e. configuration and customization) and the ease with which the application can be integrated with other systems.
Interestingly, a few features that some vendors have worked hard to incorporate into their products fell near the bottom of the evaluation-criteria lists. Vertical market specialization, for example, did not rank high among potential CRM buyers.
CRM Functions and Features
So, what exactly is core CRM functionality?
To come up with our answer, we researched hundreds of CRM products, and as a result of this process, we defined twelve functional areas that we believe cover the functionality that should be core components of any (and every) CRM solution.
The following is a list of these "core" CRM areas.
It was also noted that when organizations looked back in terms of the criteria they used, or would use, to select CRM software, product capabilities were not nearly as important as most users initially thought they were.
Two of the top three criteria listed by companies focused on a CRM system's flexibility (i.e. configuration and customization) and the ease with which the application can be integrated with other systems.
Interestingly, a few features that some vendors have worked hard to incorporate into their products fell near the bottom of the evaluation-criteria lists. Vertical market specialization, for example, did not rank high among potential CRM buyers.
CRM Functions and Features
So, what exactly is core CRM functionality?
To come up with our answer, we researched hundreds of CRM products, and as a result of this process, we defined twelve functional areas that we believe cover the functionality that should be core components of any (and every) CRM solution.
The following is a list of these "core" CRM areas.
Area | |
| 1 | CRM interface |
| 2 | Account management |
| 3 | Campaign, lead, and opportunity management |
| 4 | Customer service |
| 5 | Document management |
| 6 | Workflow automation |
| 7 | Desktop tools |
| 8 | Reporting, analytics, and dashboards |
| 9 | Administration and setup |
| 10 | Internationalization |
| 11 | Customization |
| 12 | Integration |
1. CRM interface. This is the overall user interface, including home, pages, tabs, menus, dashboards, etc., as well as all the factors that affect the usability of the system.
2. Account management. The area of a CRM solution where all of the information about the companies (and the contacts or people at those companies) that the user enterprise has relationships with, is centrally maintained and managed. In addition, this area includes all calendar and activity management functionality.
3. Campaign, lead, and opportunity management. These areas of a CRM solution are where all of the selling opportunities are centrally maintained and managed.
4. Customer service. This area of a CRM solution is where customer service questions, requests, problems, and issues are input, tracked, and escalated (if need be), so that customers are able to get what they need handled in the most efficient and effective manner.
5. Document management. This functionality typically includes a document library where users can store files that other people can access via the web.
6. Workflow automation. This functionality can keep a business running smoothly by automatically assigning tasks (or sending e-mail alerts) based on a business's pre-defined processes. Workflow rules put workflow alerts and workflow tasks into action whenever the designated criterion is met.
7. Desktop tools. This functionality provides integration with desktop office tools like Microsoft Excel, Word, and Outlook, as well as wireless support and off-line access.
8. Reporting, analytics, and dashboard. This functionality monitors an enterprise's performance utilizing a variety of pre-defined (yet customizable) reports covering each of the services' main data areas. CRM solutions also allow users to use data filters, so they report on only the information needed, and to subtotal or chart the data to help analyze trends and get a concise picture of what's happening.
9. Administration and setup. This is the area of a CRM solution where an enterprise can import or export data and manage user roles (for information access) and security.
10. Internationalization. Internalization provides support for foreign language and real time currency conversion.
11. Customization. This is the ability to customize the CRM solution to meet industry- and company-specific requirements.
12. Integration. These are tools for integrating the CRM solution with other third party or legacy systems.
2. Account management. The area of a CRM solution where all of the information about the companies (and the contacts or people at those companies) that the user enterprise has relationships with, is centrally maintained and managed. In addition, this area includes all calendar and activity management functionality.
3. Campaign, lead, and opportunity management. These areas of a CRM solution are where all of the selling opportunities are centrally maintained and managed.
4. Customer service. This area of a CRM solution is where customer service questions, requests, problems, and issues are input, tracked, and escalated (if need be), so that customers are able to get what they need handled in the most efficient and effective manner.
5. Document management. This functionality typically includes a document library where users can store files that other people can access via the web.
6. Workflow automation. This functionality can keep a business running smoothly by automatically assigning tasks (or sending e-mail alerts) based on a business's pre-defined processes. Workflow rules put workflow alerts and workflow tasks into action whenever the designated criterion is met.
7. Desktop tools. This functionality provides integration with desktop office tools like Microsoft Excel, Word, and Outlook, as well as wireless support and off-line access.
8. Reporting, analytics, and dashboard. This functionality monitors an enterprise's performance utilizing a variety of pre-defined (yet customizable) reports covering each of the services' main data areas. CRM solutions also allow users to use data filters, so they report on only the information needed, and to subtotal or chart the data to help analyze trends and get a concise picture of what's happening.
9. Administration and setup. This is the area of a CRM solution where an enterprise can import or export data and manage user roles (for information access) and security.
10. Internationalization. Internalization provides support for foreign language and real time currency conversion.
11. Customization. This is the ability to customize the CRM solution to meet industry- and company-specific requirements.
12. Integration. These are tools for integrating the CRM solution with other third party or legacy systems.
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