Microsoft Dynamics® CRM Training
Your CRM Decision - the Professional Way
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Hello - and welcome to xRM. We have been providing advice about Customer Relationship Management systems since 1997. My name is Owen Scott and I've been assisting companies, large and small, with their CRM decisions for about a dozen years. This video is designed to help you in your quest to decide on a specific CRM platform. We believe you are watching this video because you have done some research and understand the value of a Customer Relationship Management system, you believe you will deploy one, and now you are tasked with deciding which one. This video is a distillation of years of observing all types of companies arrive at a CRM decision in a structured and powerful way - why is it powerful? Because the commpanies who have employed these methods take the decision of which CRM, very seriously. This really is how the "pros" do it, and we want to share it with you. There are three qualities that this process has that makes it so powerful. First, it's based on real analysis. Second, it's comprehensive, in that all of the factors are considered, and finally, it's quantifiable. Anything as important as the proper use of a Customer Relationship Management system deserves this level of treatment. In our years of helping others with this decision, we've seen three major criteria: Price, Usability and Benefits. Let's break these down and cover each one, one at a time. Price - when considering price, a Return on Investment calculation helps to determine the price point at which it makes sense to deploy a CRM. So it stands to reason that a ROI calculation is the first step. After the ROI is calculated, then a Net Price Comparison can take place. We will return to how ROI is actually calcualted, but first let's talk about Usability, which is the second most common decision criterion. In order to find out just how usable a system is, it's important to learn about it. One way in which this achieved is to trial the software. Just like you would test drive a car that you purchase, we recommend you trial any type of software that has an impact on your business. To make the most of your trial, find a source of knowledge such as the xRM Success Portal, which is a free library with Getting Started courses for anyone considering a CRM system. Finally, as you trial the software, solicit feedback from those that are using the trial. Making the actual decision - you have a choice - you can use what we call a "Simple Decision Matrix" or a "Detailed Decision Matrix". In the simple decision matrix, you simply line up the three major decision criteria and company score how you feel about the platform and the criteria, expressed simply as 1, 2 or 3. Since there are only about 9 data points, depending on the decision criteria, this is a relatively quick method of decision-making. If there are a team of people evaluating this product, each person would fill one of these out. Even this simple approach results in quantitative information that can help in the decision-making process. Some companies feel that if they are committing to a scoring method that they perform it against all requirements. This is not a bad idea and is represented with a more detailed decision matrix. In this example, the platforms being considered are columns, while the rows are each requirement. The scoring is the same. The end result is a highly quantifiable and accurate set of data for which you can make a decision about which CRM to use for your company. We hope this has helped. Thank you.