By: Derrick Chin On: October 17, 2018 In: Contact Center Comments: 0

Like any technology that you procure for your team, there are many choices and variations. What should you be looking for in a CRM? Why is one feature more important than another? What’s the difference between a Sales CRM versus a Service CRM?

The hardest part is determining where to start. Here are a few questions you can ask that will start you down the right path:


  1. What is your organization’s reason for needing the CRM?

Not all CRMs are equal. Some are designed to facilitate a sales pipeline while others focus on service tickets and follow-up. Then there are others that focus on IT support and asset management. It is important to determine the main usage of your CRM so you choose a platform that will be able to address your needs through its primary function. At the same time, you will want to consider future uses for the CRM so the tool can grow with your organization over time. A purpose-built CRM may have a secondary function, but it may be lacking some of the flexibility of another system that is purpose-built for another function. Identifying the main purpose of the CRM will help to inform the theme of your search.


  1. What are 3 key features your organization needs to have?

The second consideration is to identify 3 key features you feel are non-negotiable. Defining these features will help your organization establish a side-by-side comparison of the different platforms. It will be good to understand to what degree each platform will fulfill this requirement. This insight will prove useful if multiple CRMs have apparently similar features. Sports cars and SUVs both have wheels and tires, but which one of these is going to help you when you are driving through the loose soil and rocky terrain?


  1. Are there 3 features you would like to have?

The third and final consideration in this stage of determining the right CRM for your organization is to think through the features your organization would like to have. Traditionally, these features are not viewed as a requirement but more as nice to have elements. Far too often when the nice to have features are neglected, you may forego deeper team adoption. Features considered nice to have also may carry a wow factor that can create excitement within your team. Because of this excitement, you may find that although these nice to have features may not have fundamental operational significance, they may still provide value to your organization.


These 3 seemingly simple questions can be deceivingly complex. As you go through this process, you will find some of these questions may be easy to answer while others take more time. The best part is that there isn’t a right or wrong way to do this. The goal is to ask questions that will lead to a discussion that may uncover the real “non-negotiables” for your organization. Not just the talking points a sales person tells you is important for your team, but rather what your team feels is important. Asking these questions won’t guarantee you will have the perfect tool but asking them will definitely get your organization the information you need to make the right decision.

CPI has experience with many different CRM tools that span the focuses of sales, marketing, service, and IT support. We can help you to ask the right questions and find the CRM tool that fits your organization. If you are looking for a partner to help you with the search process, or if you would like a partner to help you all the way through the implementation, we can help.