Choosing a CRM is easier than choosing a TV…..

or maybe it should follow just the same set of thought processes. It certainly should not be overly onerous. This blog suggests why….

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I blame it on “Game Of Thrones”. If it wasn’t for the fervour created in our household by the imminent arrival of the latest instalment of the annoyingly addictive GoT, I may not have found myself in the HiFi store in the first place. I mean, we do have a “spare” TV and it’s not as if we watch a lot of TV. But she who must be obeyed (my wife, not the Mother of Dragons) insisted on us having to replace the TV in time for Jon Snows latest escapades.

So there I was in JB Hifi surrounded by wall upon wall of TV’s showing the same identical Disney movie, hearing the same soundtrack in a barrage of echoes, thinking this “should” be easy. I mean, we just need a TV. I have helped procure and, turning gamekeeper into poacher, sell complex enterprise CRM systems. These systems can cost thousands, if not millions of dollars in terms of software, services and support. It can take months to go through an evaluation and procurement exercise so surely buying a TV cannot be that hard, can it?

However, very soon I was being pummelled by an enthusiastic young “Audio Specialist” asking seemingly stupid questions such as “What do you use your TV for?”. I felt like saying “doing the washing up” but before I had chance, he bombarded me with a plethora of use cases “downloading films, watching YouTube, gaming etc”. Whilst I was scratching my head thinking, he was telling me about features such as HD, UHD, SUHD in fact any other acronym with HD would have seen me thinking he being sarcastic. There is 3D, Curved, Super size (more like a cinema screen), 4Hz and the mesmerising list goes on. The result was that I got to thinking about how people choose a CRM and that perhaps it can get over complicated in a similar way.

First and foremost, there is a budget for everything. I did not want to spend $7000 on a TV so the one that made an IMAX theatre look conservative was never going to be an option.

Secondly, there was my needs. What did I need it for? All CRM’s do the basics but the nuances come in whether you are looking for a Sales, Service or Marketing oriented system. Of course, you will need a decent set of functional and technical (non functional) requirements but to me it is pointless saying that a CRM must be able to add an email address to a Contact. That’s like asking whether a TV has an on/off button.

Then there was the “look” to consider. Believe it or not, the TV’s were not all identical! Similarly, the look and feel of a CRM must be intuitive and user friendly. This “User Experience” has become an increasingly important factor in choosing CRM software due to the lowering of training costs and the need for users to adopt the system, which is far more likely if they find it easy to use.

Once I had gone through this thought process, I had quickly narrowed down my choice to two TV’s. Now to seal the deal, I needed to differentiate based on things like Warranty, Installation and Availability. These will also come into play when selecting a CRM Implementation partner, although availability in IT terms means something different than “is it in stock”. Focus on a partner with proven expertise in the selected technology. You would not take a Mercedes to a Ford garage would you?

So when I got to thinking about it, I wondered whether sometimes people over complicate the buying process. Organisations can “try before they buy” with “Proof Of Concept” and Pilot implementations commonplace. In today’s Agile world, projects often commence on the basis that the end destination is not clearly defined, reserving the right to change direction and innovate as the project evolves.

Choosing a CRM should be pretty simple. Be clear about what your desired outcomes and user expectations are, what your budget is (don’t forget, its all about the TCO- Total Cost of Ownership) whilst considering the broader picture (refer to my previous article suggesting that the choice of CRM is not the single biggest success factor).

Although I have always been technology agnostic, I have recently become very excited by the development of Microsofts Dynamics CRM. It has evolved immeasurably over the last few years and the latest release, Dynamics365 is very good indeed. It will not be for every organisation just as my choice of a TV will not be the brand that you may have chosen. However, I do believe that Dynamics should be on most organisations shortlist not just because of the breadth of capability but simply because it just works with all of the other Microsoft software seamlessly. It is that ease of use that makes it a formidable solution and why, these days, I now work for an organisation that specialises in Dynamics365.

Author: Nick Davey

Evangelist, Strategist, Leader, Implementor, Author, Speaker and all round nice guy, Nick has built his entire career on improving the management of customers both from a customers perspective "looking in" and from within an organisation "looking out". You might call it CRM. Customer Relationship Management or, as Nick often says, Constantly Realigning Misconceptions. Nick reiterates that his comments are his own personal comments and do not necessarily reflect the opinions, strategy or views of any previous employer or customer.. He is delighted to be impartial and able to share ideas with open minded and collaborative professionals around the world. Outside of his passion for CRM, Nick pursues other less demanding passions such as Scuba Diving, Native Wildlife (e.g Wallaby) Rescue and Rehabilitation, Amateur Flying and watching as much Sport as his long suffering wife will permit.

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