Mercredi, 2 octobre 2013

COMMENT CHOISIR VOTRE CRM?

la reussite

Dans notre dernier article, nous vous avons expliqué en quoi un CRM est un bon outil pour gérer vos relations client. Eh bien cette semaine, nous vous partageons quelques conseils pour bien le choisir!

 

VOUS UTILISEZ LE CRM POUR LA PREMIÈRE FOIS?
Demandez-vous d’abord quel est l’objectif principal de cette démarche. Étayez votre liste de besoins et allez au-delà des évidences. Cela vous permettra de mieux sélectionner votre CRM selon les options proposées par chacun. 
  • Votre CRM doit-il avoir la capacité de se lier à d’autres logiciels? 
  • Quelle est la flexibilité permise à l’utilisateur versus les paramètres de l’administrateur? 
  • Avez-vous besoin d’effectuer des recherches par termes multiples (nom, adresse, entreprise…)? 
  • Votre CRM doit-il permettre une bonne vue d’ensemble de vos leads? 
  • Devez-vous avoir la possibilité de déléguer des tâches à vos collègues à partir du logiciel? 
La liste de questions peut s’allonger et changer selon les besoins spécifiques de votre entreprise, mais deux éléments restent importants à considérer dans tous les cas. 
UN CRM BASÉ SUR INTERNET, OU PAS?  
La première question à vous poser est très technique : préférez-vous que votre logiciel soit basé sur le web, ou plutôt installé sur votre ordinateur? Le fait d’avoir votre logiciel basé sur Internet vous permet d’y avoir accès de n’importe quel ordinateur. 
Tenez compte que les logiciels basés sur Internet sont désormais très sécurisés, et que les risques de se faire voler de l’information sont moindres. Il n’en demeure pas moins que le fait d’avoir un logiciel basé directement sur votre serveur d’entreprise est la méthode la plus sécuritaire de procéder. 
Les avantages d’avoir un CRM installé sur votre serveur sont entre autres d’avoir plus de contrôle sur les données, d’être plus sécuritaire et de mieux lier les autres logiciels de l’entreprise à votre CRM. Par contre, cela requiert souvent une programmation de la part du technicien. 
Zoho et Salesforce offrent leur logiciel en « cloud computing ». Salesforce est même disponible sur les téléphones intelligents. 
VOTRE CRM EST-IL SOCIABLE?
La conversation sociale est de plus en plus importante en affaires. Nombreux sont ceux qui entretiennent des relations professionnelles sur les réseaux sociaux. Reste donc à déterminer si, dans votre cas, il serait utile de synchroniser ces réseaux avec votre logiciel CRM. 
En plus de l’intégration des courriels, SugarCRM permet de connecter Facebook, LinkedIn et Twitter à son logiciel CRM.
Autre facteur à considérer : la communication entre les collègues de votre entreprise. Si votre CRM vous permet de rapidement noter des détails concernant un lead, de transférer le dossier à la personne responsable et de lui envoyer un petit message chat par la même occasion, votre processus peut s’en trouver grandement optimisé!

Ce texte a originalement été publié dans l’infolettre de l’agence de communication Bang Marketing

Stéphanie Kennan est présidente de Bang Marketing, une agence de branding et de marketing web située à Montréal. Elle travaille auprès des PME québécoises depuis 1998 et se spécialise en marketing B2B. Vous pouvez la joindre via LinkedIn.


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