Step Two: Identify The Features and Functions Needed To Deliver Those Objectives
Think of what you want to happen and then who needs to do what to make that happen. Carefully working through those processes is a complex task, but it is often the best way to pinpoint the precise functionality required.
Once you are clear about your objectives, you can define the features and functions you will need a CRM solution to have in order to deliver those objectives.
If one of your objectives is to encourage a higher proportion of your customers to renew, then you probably need a system that will give you a clear view of customer contracts and manage renewals. If you hope to increase sales leads, perhaps you need a system to capture leads directly from your website. Or maybe you want to reduce the volume of calls to your customer support centre, so need an overall view of the problems they are calling in with.
CRM systems can address a wide range of issues, and each solution is different with its own strengths and weaknesses. The clearer you can be about what you need it to offer the greater your chance of finding the right one.