A Customer Relationship Management (CRM) system is an essential tool to help manage any modern business. When the sales and/or customer service department uses a CRM to its full potential, a company can see its productivity improve by up to 30%. Once again, your sales team must be able to master the system in order to use it to its full potential.
According to a survey produced by Software Advice, 56% of CRM users believe that customizing the CRM system is one of the most reported challenges. Customization is the addition of new features not supported in the core software or the ability to modify existing features.
This statement tells us that more than half of the users of commercial CRM must work daily with a tool that is not adapted to the specific needs of the company. Therefore, it is important to carefully evaluate the different products on offer before choosing a CRM for your company.
Have you thought about a customized CRM?
Of course, it becomes very difficult to present all the problems or difficulties that may arise with the use of commercial and generic systems offered on the market. Here is a diagram representing the most common challenges faced by the average CRM user.
Considering the many problems encountered when using commercial CRM software, one should ask oneself in the solution might not lie elsewhere, in the creation of a custom-made software dedicated to the needs expressed by the company.
Here are the five main reasons why it is favourable to integrate a customized CRM software
An offer of specific functionalities
If you have opted for a standard CRM and with a bit of luck, it is possible that sales CRM can cover up to 80% of your general needs, but sooner or later you will be faced with compromises between the functionalities offered by the software and your specific needs. This is why most managers who run a company, having a particular reality, favour the integration of a customized CRM.
Naturally, most commercial CRMs offer the possibility of being customized, by adding additional functionalities through extensions or “plug-ins”. Unfortunately, the addition of extensions, although practical, rarely succeed in adequately meeting all of a company’s specific needs, which means that the company must adjust to the CRM rather than the other way around.
Synchronized with existing applications
Remember that one of the main attractions of a CRM is the ability to exchange data with other database applications involved in the daily operations of a company, which promotes the productivity of all departments involved: sales, marketing, finance, support, etc.
However, the main challenge when integrating a new CRM is to ensure compatibility with all existing applications. While sometimes certain integrations with existing systems are supported or completed through the use of dedicated extensions for this purpose, integration with certain in-house or obsolete software is often difficult, if not impossible.
A flexible and scalable solution
Because your business is growing and must continually adapt to new market conditions, you will most likely have to add new and unique features to your CRM. Not only do these custom additions increase your productivity, but they also help you gain a competitive advantage by giving you access to new and unique reports or cutting-edge functionalities, for example.
It should also be noted that all too often, business solutions offer functionalities that do not meet your needs or are even useless and will only make it more complex to use.
Therefore, the integration of a customized CRM is so important. The flexibility offered by a customized CRM allows a growing company to develop its own platform according to its immediate needs and thus add more specific and personalized functionalities while respecting the company’s growth rate.
Importing data from a legacy CRM
You need to change your CRM because the old one doesn’t correspond to the reality of your company anymore? In addition to the difficulties to foresee when importing data, it is important to pay attention to these four points if you choose to import your data to a commercial CRM :
- Make sure that the new CRM offers similar functionalities to the old CRM. Otherwise, your valuable data will no longer be able to be used to its full potential;
- If your old CRM interacts with a third-party application, it is important to ensure that the new CRM can offer the same capabilities;
- When importing data, it is recommended that you continue to use the old CRM for a period of time to avoid the loss of critical data in the event of a major glitch.
- Make sure that the person responsible for the import is familiar with the process. When data has been collected for many years, the information may have been stored in various locations and thus require several complex steps in the migration process.
CRM must provide additional security
In recent years, more and more commercial CRM products have been offered on the market. This strong competition, which the commercial CRM industry is experiencing, allows companies to acquire CRM at low costs. However, one must remain aware that when a product can be easily downloaded and gains in popularity, it often becomes very attractive to hackers.
Thus, with the use of this type of CRM, it sometimes becomes relatively easy to access your databases and extract privileged information about your customers and others. In addition, commercial CRMs are often enhanced through independent extensions over which the commercial CRM provider has no control, as much on the reliability as on the quality of the service offered by this third party. Thus, this reality adds an additional risk to the security of your system.
In any case, selecting a CRM requires a lot of research and the gathering of a lot of information. This type of tool must become an added value to productivity rather than limiting you in your company’s operations or worse, even giving rise to some frustration. A new software solution must be an investment for your company and not the beginning of a long technological nightmare. It is often wise to consult an expert in the field rather than acting on your own!
Making the right choice
In any case, selecting a CRM requires a lot of research and requests for information. This type of tool must become an added value to productivity rather than limiting you in your company’s operations. What could be more frustrating than investing in a solution that is not exploited to its full potential. Do you need expert advice to help you make the right decision? Whether it is for the acquisition of a commercial CRM or a customized CRM, don’t hesitate to take advantage of our free consultations where we will be able to guide you according to the specific needs of your company.
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