Question
Clearly sourced
Expert knowledge for digital decisions
How to choose a CRM system
Short answer
Not based on feature lists. Write down the five processes that occur daily and have each candidate demonstrate them – using your own data. A system that completes your most frequent task in three clicks beats one with twice as many features and six clicks.
The Approach
- Write down five processes that occur daily. Not the most spectacular – the most frequent ones.
- Test each candidate with them. Don't watch the sales presentation, but click yourself.
- Use your own data. A demonstration with clean sample data says nothing about your actual data.
- Have the people who will later use it test it.
What really matters
| Criterion | Why |
|---|---|
| Clicks for the most frequent task | Multiplies with hundreds per day |
| Data export | Determines whether you can ever switch again |
| Interfaces | Whether it integrates into your landscape |
| Rights and roles | Whether data privacy is implementable |
| Costs at double user count | Whether it scales without exploding |
What is overrated
Feature lists. Every system can almost do everything. The question is, how well and how quickly.
Artificial intelligence as a sales argument. Check what it specifically does – often it's just a text suggestion feature.
The price in year one. Calculate five years and the realistic user count.
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
- Own data and the five most frequent processes
- Decisive question
- How do we get back out?
Sources
All external claims are backed by traceable sources.-
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Ouhud CRM Ouhud GmbH