Comercio Electrónico

How to Choose a CRM System
When it comes to Customer Relationship Management (CRM) it’s important to understand all the
benefits of an integrated system before beginning your selection process. That’s why we created this
guide – to provide you with the essential information you need to make the best decision possible.
This guide is designed to help you build a business case for a CRM system,form an effective project team, ask the
right questions, identify the challenges involved and much more.
You may be wondering,“Why would a software company like Sage distribute a booklet that doesn’t promote its own
products?” We know how important it is to have good information before making smart decisions. What’s more, we’re
confident that the more you know about CRM systems the more likelyyour are to seriously consider - and ultimately
choose – Sage’s CRM software solutions. In other words, our software stands up to the most stringent selection
criteria.
We at Sage look forward to helping you succeed in choosing the CRM solution that’s best for your organisation.

How to Choose a CRM System
Understanding CRM
CRM is more than just software or a set of processes
– it’s abusiness culture solidly focused on winning and
keeping the right customers. A good CRM solution
builds value for your business by opening up vital
communication channels and creating a common
client–focused knowledge-base to better serve your
clients.
CRM is about understanding the buying habits and
preferences of your customers and prospects so you
can:
• Build and strengthen customerrelationships to keep
them coming back
• Provide value-added services that are difficult for
competitors to duplicate
• Improve your product development and service
delivery processes
• Increase your staff’s awareness of customer needs
• Reduce customer frustration by not asking the same
questions over and over.
By effectively integrating your marketing, sales and
customerservice functions, a good CRM system makes
it easier for everyone inside your company to work
together and share critical information.
An effective CRM system empowers your customers
and prospects to do business with you – the way
they choose! Imagine connecting your customers
to your employees and business partners across
any department, through any process and via any
communication device -phone, fax, email, Internet.

CRM can contribute many benefits to
your organisation including:
New sales opportunities
A good CRM system will classify your prospects and help
identify your best customers. With detailed information on
your customers you can accurately project and respond
to their buying needs throughout the sales cycle. A good
CRM system can help you automate routinesales tasks –
allowing you to spend more time focusing
on strategic sales issues.
Improved customer service
The right CRM system allows your team to take
a pro-active approach to customer service. With
up-to-date and complete customer information at their
fingertips, your employees can resolve customer issues
more quickly and successfully create cross or up-sell
opportunities.
Betterdecision making
CRM systems provide a single view of the customer
across all touch points and channels, as well as
delivering comprehensive reports of customer
behaviours, marketing campaign results and sales
activity. Each of these elements are necessary for smart
decision making and long term strategic planning.
Greater efficiency
With an integrated CRM system, you can gain immediate
access toyour organisation’s critical customer
information. A good CRM solution also increases internal
efficiencies by automating workflow processes, reducing
human error, decreasing process time and providing
consistency throughout the entire organisation.

How to Choose a CRM System
Getting Started
Most companies require that you justify the need for
a new system before you make a purchase....