How to choose a CRM: The criteria to take into account

The use of CRM (Customer Relationship Management) tools is becoming essential in a company’s commercial strategy. In general, this software allows you to maintain a good relationship with customers and interact with them constantly.

The specificities of CRM tools

The CRM is a web application designed to manage a company’s relationship with Internet users. It keeps track of the visit and the passage of the latter on the website where it is installed. The software notably collects telephone numbers, e-mail addresses, and profiles on social networks. This data will then go into the company’s marketing campaign. Indeed, the sales team will use it to contact visitors in order to convert them into leads.

What does CRM bring to the company?

A tool for managing customer relations, the CRM analyzes the behavior of Internet users and anticipates their movements. Software plays a crucial role before, during, and after prospect orders. First, it targets potential buyers and intervenes at the right time to encourage them to take action.

Whether they decide to act or not, the sales team does not give up. She continues to use the software to get closer to them. This translates into scheduling a reminder message for forgotten carts or a thank you email for purchases. It is also possible to offer discounts, inform prospects about a new arrival, etc.

In summary, CRM software makes it possible to retain old customers and obtain new ones. It ensures the prosperity of the company without increasing the tasks of the sales team and even less that of marketing. Indeed, all actions carried out through the software can be automated.

The role of CRM is not limited to interaction with customers. It spans the communication between company employees and the outside world. In other words, the tool facilitates the exchange of information and ideas with all users. It will also have an impact on collaboration with partners and suppliers.

CRM in the different branches

CRM is not just a simple sales and marketing tool, the company can use it in different branches. Ranging from customer service to human resources, including logistics, supply and purchasing, there are many features it offers. Its interface offers several functionalities including meeting follow-up, recording of requests as well as follow-up planning. Other options such as anticipating operations, adding useful notes, creating and sharing reports are also available.

In addition, the CRM provides precise information on the evolution of the performance of each member of the sales team. He helps her with certain administrative tasks so that she can devote more time to clients. For HR managers, the CRM intervenes in the management of recruitments in support of the needs of the company.

For the marketing team, the CRM identifies opportunities and business leads. It can also be used to collect data on customer preferences on a specific topic. On the customer services side, the software manages multi-channel exchanges and directs customers to a private conversation to resolve their problem.

What are the criteria for choosing a CRM?

CRM being a key tool for the development of the company, the choice requires a relevant analysis of all its facets. Many elements are taken into account in order to guarantee its adequacy with the current and future needs of users. Here are the main selection criteria.

The goal

The use of CRM must meet a specific purpose, requiring prior study. In general, the tool aims to automate certain tasks in order to increase the profit of the company. It can also be acquired to optimize team management and inter-branch communication. It is also possible to use the data and statistics collected to facilitate decision-making. In any case, the choice must take into account the current result of the company and the improvements expected for the future.

Utilisation facility

The CRM is intended for all company employees. To be effective, it must be simple and intuitive. Thus, the whole team will be able to adopt it without difficulty. Complex software discourages users after a while even though it is the best tool on the market. The intuitiveness of the web application is measured by the number of clicks required to launch an operation. Its ease of integration into the workflow is also to be considered. It should be seen as a reflex rather than an extension. For the sake of avoiding any error of judgment, it is advisable to apply the KISS method (Keep it simple stupid).


It is not enough to select the simplest CRM. This must follow the evolution of the company and the employees. Indeed, the tasks and expectations of users increase and become more and more complex over time. Faced with this, non-scalable lambda software will no longer be able to assume its share of contribution to performance optimization. A good CRM must support sales and marketing teams in their growth. The same is true for customer service and the integration of ERP software.


The multi-channel approach is a good way to acquire leads. CRM software follows this trend with mailing and social media features. Choosing one over the other comes down to studying the type of customer targeted. If it’s young people, Twitter, Facebook, Tik Tok are the most profitable channels. For adults, especially professionals, nothing beats an email campaign. If the customers are very diversified, a CRM combining the two functionalities is essential.

The price

Before adopting a CRM tool, it is important to define the budget. To get the most out of the software, you have to pay the price. It’s not just about the initial investment, but the cost of installation, licenses and servers. You also have to think about the time and expense allocated to employee training and technical support. Added to this is the scope of CRM and the ability to integrate other channels. These elements affect the accounting of the company. In short, the choice of CRM software involves analyzing the real needs of users in relation to the corresponding price.


With a task automation system, users can optimize their productivity. This aims to lighten workloads in favor of good time management. It is an essential assistant that must be demanded in the choice of CRM software. Marketing automation makes it possible, among other things, to plan the sending of e-mails according to the event and the behavior of the prospect. He also handles follow-up reminders as well as the sales process. The goal is to keep in touch with a customer throughout their buyer lifecycle without manual intervention.

Support, statistics and security

These three elements testify to the quality and profitability of a CRM. First, technical support provides real-time assistance in the event of a problem. Then, the statistics give a concrete vision of the performance of the sale and the responsible team. Finally, security concerns above all the protection of customers’ personal data, but also of key information about the company. No leakage is permitted.

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