Question
Clearly sourced
Expert knowledge for digital decisions
How to Choose a CRM System?
Short answer
Not by feature lists. Take the five processes that occur daily and have them demonstrated in each candidate – with your own data. A system that completes your most common process in three clicks is better than one with twice as many features and six clicks.
The Approach
- Write down five processes that occur daily. Not the most spectacular – the most common.
- Test each candidate with that. Don’t watch the sales presentation, but click yourself.
- With your own data. A demonstration with clean sample data says nothing about your inventory.
- Have the people test who will work with it later.
What Really Matters
| Criterion | Why |
|---|---|
| Clicks for the most common process | Multiplies by a hundred per day |
| Data export | Determines if you can ever switch again |
| Interfaces | Whether it fits into your landscape |
| Rights and roles | Whether data protection can be implemented |
| Costs at double the number of users | Whether it grows with you without exploding |
What is Overrated
Feature lists. Every system can do almost everything. The question is how well and how fast.
Artificial intelligence as a selling point. Check what it actually does – often it’s just a text suggestion feature.
The price in the first year. Calculate for five years and the realistic number of users.
The Question You Should Always Ask
"How do I get my data back out?" The answer reveals more about a provider than any demonstration.
Key facts
- Testing with
- Your own data and the five most common processes
- Crucial question
- How do we get back out?