The path to the right CRM tool

TOOL The requirements and capabilities of tool-based campaign management are becoming increasingly extensive and, as a result, more complex. With companies’ specific requirements growing and the number of software providers rising, choosing the right tool is becoming increasingly difficult. Below is an idealized approach for a targeted tool selection process. The number of communication occasions is constantly increasing. Customers want to be addressed with ever more individualized messages on the channel that suits them best and at the same time the information should be consistent on every channel. With the new possibilities offered by a current CRM tool, the way in which customers are communicated with is also changing, moving away from rigid plans and predefined products towards individual occasions and suitable solutions, meaning more content, more channels and more complex processes for companies. Today, these requirements can no longer be met without a campaign management tool that is integrated into the company's IT landscape. With increasing company-specific requirements and a growing number of software providers, selecting the right tool is becoming more and more difficult. The selection process must be structured and comprehensible for everyone involved. The methodical approach generates a clear basis for deciding which CRM tool is best suited to the individual requirements.The selection process for a CRM tool is divided into four phases as follows:Phase 1: Market overviewFirst of all, it is important to know which providers and which solutions exist. A market overview helps here and compares these with the objectives and requirements.2nd phase: Long ListThe results of the market overview form the basis for carrying out a market screening and drawing up a list. The evaluation is based on the requirements defined in the specifications. The providers are ranked according to mandatory criteria such as number of installations, training requirements, modularity and industry-specific references and invited to submit an offer. Solutions that do not fit the requirements profile are also differentiated here.3rd phase: Short ListThe suitable providers (approx. 7-10) receive a request to carry out the "Request for Information" (RfI: questionnaire). Functional requirements such as the integration of different channels and non-functional requirements such as usability are considered. The suitable providers are subjected to an initial internal assessment in which the current CRM tool represents the benchmark. It is important here to include the providers' industry-specific application references. With the Rfl, the providers also provide an initial price indication. All points lead to a further "sifting" of the provider field.4th phase: Proof of conceptOf the providers considered, 3-4 are suitable and receive a "Request for Quotation" (RfQ). In addition to submitting an offer, a proof of concept (PoC: demonstration of the systems based on the requirements) is carried out in which the providers demonstrate their tool on site using real requirements and previously defined and anonymized data. The result of the selection process is the creation of a template for the make-or-buy decision. Various alternatives are presented with their respective advantages and disadvantages, allowing a decision to be made based on the customer's own objectives and the parameters of decision-making bodies. Cintellic Consulting Group.