The article will consider how CRM software affects the management of cases and what types of such systems exist. Sample programs with a description of basic characteristics and prices are selected for each of the types.
Imagine life without the Contacts app on your phone. Think about how effective your personal communication will be. Especially if you remember that email addresses, links to accounts on social networks, dates of birth will disappear along with phone numbers.
It feels like running a business without a reliable CRM. Indeed, to develop your business, you need to remember not only basic contacts and numbers, but also all kinds of Internet addresses, you need to track the products that people are interested in and what services they purchased from your company, their place of work and other connections that give an idea of the customers ...
CRM (Customer Relationship Management) software for customer relationship management is a tool for organizing contact information, as well as managing relationships with current and potential customers, partners and employees.
CRM platform can:
- Improve understanding of existing customers, attract new ones and keep current ones.
- Reduce the cost of customer relationship management.
- Integrate with an e-commerce platform.
In addition to structuring customer information and tracking sales opportunities, CRM systems improve the quality of interactions between employees. Since most CRM platforms are cloud-based, they are accessible from virtually anywhere with Wi-Fi, and some systems even have apps for mobile users.
In terms of business partnerships, e-commerce companies with CRM platforms are also attractive because they provide quality service more efficiently.
There are four aspects of CRM that improve the customer relationship lifecycle:
- Marketing: running campaigns and generating leads based on the current database.
- Sales: Using a CRM platform to qualify and convert leads into buyers. CRM shows the location of the customer in the purchase cycle.
- Orders: Resource management integrates with the e-commerce platform.
- Support: Providing customer support, developing a quality knowledge base of what some customers like and don't like.
But even having understood what such software is needed, there is a risk of being confused by the number of solutions that are on the market. After all, there are hundreds of apps out there, all great for managing contacts, each with its own functionality focused on specific use cases. Therefore, before deciding on a purchase, it is important to determine what type of CRM will suit your needs.
Types of CRM software
CRM is divided into three basic types of software solutions, classified according to the features they offer. We suggest that you briefly familiarize yourself with this typology, and then consider solutions in each of the types.
We will look at some of the world's leading solutions and compare them with each other based on the comparison table . The table contains more products and the categories by which they are compared; part of the solutions was selected for the article.
We compare by the following parameters: integration with the site; integration with Microsoft Office 365, Google Ads, GMail, Oracle, SAP; cloud service; mobile version; sales management; campaign tracking; workflow automation; integration with social networks; price.
Operational CRM
Operational CRM systems support processes aimed at developing strong customer relationships, such as updating contact information, collecting and verifying customer information, and directing leads or customers to the right employee.
Operational CRMs are:
- Sales department automation. Automatic assignment of tasks to teams so that they do not accumulate and are not left unattended. CRM can be configured to route tasks directly to the appropriate department or specific employees.
- Marketing automation. Automating repetitive marketing tasks with CRM - capturing leads, tracking leads, and sending emails.
- Contact management. Save and organize your contacts in one place with one tool.
- . , .
CRM , :
- .
- , .
- .
CRM
Salesforce CRM
Salesforce.com is an American company that develops the eponymous CRM system provided exclusively on the SaaS model. In a sub-segment of this market, Salesforce.com, according to individual experts, owns almost half of the market. Which plays into the hands of its users, because it is the maximum ease of integration with other applications.
Salesforce CRM provides tools for sales, marketing, team management, and customer service. It is one of the most popular CRM software products for small and medium enterprises. Salesforce is a fairly easy-to-use CRM solution with a wide range of features. Choosing a tariff plan, you also choose the number of functions without overpaying for what you do not use.
Salesforce CRM interface
Integration with the site: API, web-forms, landing pages;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): Outlook, Word, GMail, Oracle, SAP;
Integration with social networks: yes;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Price: Free trial period of 14 days, paid from $ 25 per month per user.
Insightly CRM Insightly
Companyprovides the world's most popular CRM software for Google and Office 365 users, with over 1.5 million users and more than 25,000 companies worldwide.
Insightly CRM is a cloud-based solution designed for small and medium businesses. Insightly CRM features include: contact management, management, email tracking, workflow automation, advanced reporting, drag-and-drop dashboards.
Insightly CRM interface
Integration with the site: API, web-forms, landing pages;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): Outlook, Excel, GMail, SAP;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: limited free plan; paid from $ 29 / month per user.
Apptivo CRM
Initially, Apptivo 's solution was planned as an affordable and simple tool to help small businesses collaborate with customers and partners. But it quickly gained popularity and now 150,000 enterprises in 194 countries use Apptivo.
Apptivo CRMoffers project management tools - scheduling, task management and billing, graph visualization. Also included are paid timesheets and teamwork tools.
Apptivo CRM interface
Integration with the site: API, web-forms;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): Outlook, GMail;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price:30 days free trial, limited free plan, paid from $ 8 / month per user.
Agile CRM
Like many pioneer companies, Agile CRM has developed what it needs. When the first successful Agile SaaS project began to scale faster than expected, agile team coordination software was needed. The solutions that were ready at that time were either cumbersome or expensive and inaccessible for a small organization.
Agile CRM is an end-to-end CRM that includes invoice and payment management, as well as tools to help manage a sales funnel, functions for managing support tasks.
Agile CRM interface
Site integration: API;
Integrations (Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): GMail, Outlook;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: Limited free plan, paid from $ 8.99 / month per user.
Of CRM Freshsales
Freshworks - of SaaS company that has received the tag 20189 "Unicorn" ( Unicorn is) - so called private start-up companies worth more than $ 1 billion. CRM solution Freshworks was launched in 2016, focusing on fast sales teams.
Freshsales is easy to use, even if your level of management is emailing. In addition, the application contains video tutorials, articles and the necessary information, and in the control panel buttons for sending a letter, adding a task, communicating with a colleague are intuitive.
Freshsales interface
Integration with the site: API, web-forms;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): Google Apps, Office 365 calendar;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: 21 days free trial, limited free plan, paid from $ 12 / month per user.
Keap CRM
For 15 years, Infusionsoft , a pioneer of CRM and small business marketing automation software, has served 200,000 users worldwide.
Keap- one-stop CRM software that offers automated sales and marketing management. The tools include storing and processing contacts and any information about customers, setting up e-mail marketing, processing invoices, boards for analyzing the sales funnel, a joint calendar for scheduling meetings with customers.
Keap CRM interface
Integration with the site: API;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): GMail, Outlook;
Cloud service: yes;
Mobile version: yes;
Sales Management: N / A;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: free trial period of 14 days; paid from $ 79 / month per user.
Really Simple Systems CRM
company Really Simple Systems CRM - provider of cloud CRM for small and medium-sized companies. It has 18,000 clients and offices around the world.
Really Simple Systems CRM is a solution for automating routine marketing tasks, managing contacts of both customers and leads, and suppliers. The product also offers improved data protection and encryption.
Really Simple Systems interface
Integration with the site: API, web-forms;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ):
Cloud service: yes;
Mobile version: yes;
Sales management: N / A;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: free trial period of 14 days; limited free plan, paid from $ 12 / month per user.
Analytical CRM
This type of CRM supports organizational operations and back office analysis. Focusing on the internal "kitchen" of the enterprise, it optimizes functions and processes that are not directly related to customers. This is the key difference between operational and analytical CRM.
The main goal of analytical CRM is to develop, support and empower the work and decision making in the organization. This is achieved by creating templates and forecasts based on the data collected about the customers.
Analytical CRM systems are:
- Retrieving essential customer information from various channels and sources, integrating the data into the central knowledge base of the repository.
- Define, develop and analyze an inclusive set of rules and analytical methods to scale and optimize customer relationships.
- CRM, - .
- .
CRM , :
- - .
- .
CRM
HubSpot CRM
HubSpot provides a leading platform for growing thousands of clients around the world. The company's products - Marketing Hub, Sales Hub, Service Hub and powerful CRM are self-sufficient in themselves, and together they represent an ecosystem for the best management of the organization.
HubSpot CRM is a free CRM without any restrictions. It has built-in functions for reporting and analytics of the sales funnel (deals, meetings, calls, tasks, sales), online chat, email templates. You will need to pay only if you want to connect additional add-ons.
HubSpot CRM interface
Integration with the site: landing pages, web-forms;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): GMail, Outlook;
Cloud service: N / A;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: unlimited free use, add-ons from $ 50 / month.
Zoho CRM
Zoho Corporation is an Indian software development company. The organization focuses on web business tools and information technology.
Thanks to Zoho CRMTeams can make data-driven decisions using advanced analytics in real time. Reports are customizable and dashboards are personalized using widgets. The special feature of this CRM is Zia Artificial Intelligence Assistant.
Zoho CRM interface
Integration with the site: API, web-forms;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): Outlook, GMail, Oracle, SAP;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign Tracking: N / A;
Workflow automation: yes;
Integration with social networks: yes;
Price: Limited free plan, paid from $ 12 / month per user.
SAP CRM
SAP is a German company, an enterprise software company, a leader in the enterprise application software market: 77% of the world's transaction revenue comes from SAP.
SAP CRM does not offer CRM as a standalone product. CRM modules are pre-integrated into various SAP “Customer Experience” (CX) products. The line includes: SAP Customer Data Cloud, SAP Marketing Cloud, SAP Commerce Cloud, SAP Sales Cloud, SAP Service Cloud. They provide accurate forecasting and management of the sales funnel in real time, marketing, optimization of work with document flow.
SAP CRM interface
Integration with the site: API;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): SAP;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks:
Price: payment from 58 $ / month per user.
Collaboration CRM
Collaboration CRMs are also known as strategic CRMs, their goal is collaboration tools and seamless data exchange between departments.
Of course, all three types of CRM can be used in collaboration between departments and teams, but collaborative CRMs are more focused on customer satisfaction.
Collaborative CRM is:
- Interaction management. All interactions with customers, down to notes, are recorded in the CRM and can be accessed by customer-related personnel - sales agents, customer service representatives, managers and support services.
- Control channel. Manage various customer access channels, including third-party partner channels.
Collaboration CRM is for you if:
- You have multiple stakeholders and different departments on the same platform.
- , .
- , .
CRM
Microsoft Dynamics CRM
Microsoft Dynamics 365 offers a complete set of tools for all business processes in the Microsoft Azure cloud computing ecosystem. The solution contains 5 CRM modules: sales, customer service, field service, project automation and marketing. Each module contains several "applications" that can be purchased separately.
All modules integrate with virtually every product in the Microsoft ecosystem, enhancing collaboration capabilities (for example, OneNote and OneDrive integration allows you to share documents and work together).
Microsoft Dynamics CRM interface
Integration with the site: API; web forms, landing pages;
Integrations (Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): Microsoft Office 365;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: Free trial period of 30 days; payment from $ 50 / month per user.
Sage CRM
Sage, which started in 1981 as a small business, is a British company developing enterprise management software and related products and services. Today the company has 13,000 employees who support millions of entrepreneurs in 23 countries around the world.
System Sage CRM is aimed at eliminating duplication of work, data consolidation, as well as to increase productivity and efficiency through unified information and reliable analytical data.
Sage CRM interface
Website integration: API;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): Excel;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: N / A;
Price: Payment from $ 69 / month per user.
SugarCRM
Since 2004, SugarCRM has relieved businesses from having to enter data into CRM. Its solutions exploit and automate every opportunity to collect information from users who do their jobs. And artificial intelligence technology structures this information.
Comprehensive SugarCRM Platformconsists of a set of modules needed to support each stage of the funnel, helping to find leads, close more deals and retain customers. Mobile features include filters, dynamic search, GPS tracking and offline sync for always-on offline access.
SugarCRM interface
Site integration: API; web forms, landing pages;
Integrations ( Microsoft Office 365, Google Ads, GMail, Oracle, SAP ): GMail;
Cloud service: yes;
Mobile version: yes;
Sales management: yes;
Campaign tracking: yes;
Workflow automation: yes;
Integration with social networks: yes;
Price: 7 days free trial; payment from $ 52 / month per user.
Conclusion
We figured out what CRM is necessary for doing business - it helps to automate teamwork, marketing and campaigns, removes the routine work of keeping accounts and analyzing sales from employees. Some of the advanced data mining solutions can help increase sales or understand where failures occur in the funnel.
Depending on the type of business, it is better to choose an operational, analytical or collaboration CRM system. In operating rooms, we looked at Salesforce CRM, Insightly CRM, Apptivo CRM, Agile CRM, Freshsales CRM, Keap, Really Simple Systems CRM; in analytical - HubSpot CRM, Zoho CRM, SAP CRM; in collaboration - Sage CRM, SugarCRM.
We compared products for website integration, social media, and other apps, as well as some of the marketing tools like campaigns. The data was taken from the comparison table , which, by the way, contains twice as many products and technical characteristics than they managed to consider here. Therefore, if you are seriously thinking about purchasing CRM software or a separate highly targeted tool, like mailing lists, it will not be superfluous to read the table.
For ROI4CIO prepared by Natalka Chekh