There are dozens of sites, white papers, etc. that will (try to) help you select a CRM system, usually based on features and technical capability. But how do you know what features you need? First you need to go through a fairly high-level business review process, then try to map that to a CRM system.
Like many other IT systems, a CRM system is just inputs, outputs, and transformation. The key to a successful CRM system is to keep things lean and agile, and avoid “dead wood” (data captured for no reason), and “GIGO” (garbage in, garbage out) - data that is factually incorrect. (This is easier said than done, you have to constantly monitor the system and the business for change). The basics are:
- Decide, define, design, and refine the business view of the application. (What are you trying to accomplish?)
- Cast this business view in terms of the application and technology platform. (How are you going to do it?)
- Prepare for change, both on the business and application side. “I changed my mind, I have a better idea” should be met with a grin, not a scowl.
So then you work on your Inputs, Outputs, Transformation, along with Feedback and Process Improvement. If you can build in the Feedback and Process Improvement from the start, you will have a more valuable system, not another "bit-bucket" that holds data no one uses.
In part 2, I'll continue this with some details on Inputs, Outputs, Transformation, along with Feedback and Process Improvement.
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