What are typical features and integration topics a CRM software solution has?
Mail topic
A frequently requested topic is e-mail integration. For this we have to distinguish, are we talking about the Outlook topic or about the email marketing topic? Outlook integration is a very important integration for daily work. Incoming e-mails are assigned to the CRM account via the e-mail address of the sender. This can take place automatically or manually. We prefer to recommend the automatic assignment.
Email provider integration is important for email campaigns and transactional emails. From which server does the email sending take place? From the Exchange server or a dedicated email marketing server. This is because if bulk emails are sent from the Exchange server, you run the risk of being branded as a spammer.
Are email templates offered by the CRM provider or the email tool provider, which can be easily adapted to the needs (structure, layout, etc.).
Products like Hubspot CRM or Zoho CRM offer such integrations right out of the gate.
ERP software topic
CRM applications must be neatly dovetailed or integrated with the ERP system. Only then do both systems develop their full effect. The processes are optimally supported. We have dedicated a separate landscape to this topic. Because especially for smaller companies, the question arises: To buy and wire the CRM separately from the ERP? Or better an all-in-one ERP-/CRM- solution and have to accept average on some modules?
Both tools are mostly used throughout the company. One more in the commercial and administrative area. The other more in marketing, service and sales. Only when both work together does the entire company benefit.
A comparison reveals the possibilities and weaknesses here. In the long run, the perfect mix is always better and cheaper.
Integration of social CRM into the system
Is social CRM important? What can social media integration into a CRM system look like? Are tools like SnapAddy a help? Also Nimble, Salesforce or SugarCRM have already focused on this topic early on. What is compatible with the DSGVO or the GDPR? Not all social networks like to be integrated. Unfortunately, for example XING all direct integrations (as of 05.06.2020) rejected. LinkedIn is a bit more permissive at the moment.
Integration von E-Commerce in CRM Tool
Can online store providers be connected directly to the CRM? Plan a bi-directional interface for this. This is worthwhile. Transferring current information in the web store from the CRM as well as registrations or reactions from the web store directly to the CRM is very important for users in customer management (campaigns, reports, etc.).
What are other add-ons or building blocks?
Business intelligence (BI), configurators (CPQ), archive and document management system, office integration of GSuite or Microsoft Office 365, Excel or other plug-ins.
A CRM software selection only for marketing, customer service or sales? Or also for technical service (field service) or personnel (HR)?
Not every area should have its own software. Because that leads to the gray hairs of an IT manager. The CIO and his team then have to manage at least three systems. And in the end, the duplicates in the systems are a horror to everyone. According to the specifications for the address model, these department- or area-specific Selection criteria eine gemeinsame CRM-Lösung finden.
This is why we also talk about IT landscapes, IT infrastructure or IT landscapes in the context of customer relationship management. Nowadays, very different address and data models can be mapped in one system. However, only flexible tools can do this. The CRM market is already large. Nevertheless, not all manufacturers are suitable for this purpose.
Is sales the heart of the business?
Mapping the sales pipeline is usually at the heart of the customer relationship presentation. Processing potential customers in a meaningful way and then winning them over remains an important goal in customer management.
Can the mobile solution also be used online and offline? Offline is important in areas without network coverage. Are the important functions then also available offline? What needs to be synchronized in advance so that the most important data is available offline? Is there an app or does the mobile solution access via the browser. For which browser is the solution optimized?
For technical field service, contract management is an elementary working tool. Who has which products, what is still under warranty, or what is covered by a service contract?
Customer loyalty programs – missing
Functions that support a customer loyalty program are very rarely found in a CRM solution. These elements are often only rudimentary or not present at all. Neither the big ones like Microsoft or Salesforce have this on board. Comarch is one of the few that specialize in this. However, Comarch is not a cheap solution. That’s a shame, especially for small and medium-sized businesses.