What are the best practices for selecting a CRM software?

At Symantra, we have migrated hundreds of Enterprises and International associations from bad to great CRMs.

To centralize your data assets in a top-notch CRM is good.

But to unlock growth with hyper-automation, custom integrations, and data-driven insights on Marketing & Sales is so much better.

Here are 6 takeaways based on our extensive experience as CRM and integrations experts:

1. Check the extent to which the CRM can integrate with your IT infrastructure.

Otherwise, your CRM will be just an expensive spreadsheet..., with still a fragmented view on your target audiences. It is essential to integrate a maximum of data sources and software with the CRM: then only you will be able to work on One-source-of-Truth and have a real 360° view of your Members, External Stakeholders, Prospects....

With bad/poor integrations around your CRM, you just cannot make data-driven decisions for your PA, Marketing, Membership, Business Development, Operations, Projects.... The base is to have deep integrations with Microsoft 365, website, forms, marketing tools, chatbot...

2. Intuitive UX is a must. If your CRM has a clunky UX, it makes it hard to adopt for your team.

You might also waste a lot of money in hidden costs like (re)-trainings of your team and expensive customisations from your IT provider.

3. Involve All Departments (Marketing, Sales, Operations, Membership, Service...) in the CRM vendor selection. Not just "IT guys".

Ideally, the choice of a CRM should be driven by the CEO as it is a Critical Business decision impacting Growth and Company culture, certainly not just an "IT nerd's decision".

A great CRM should empower all staff and break down the data silos to unleash growth.

4. Work with reputed experts in CRM who have a deep understanding of your specific industry and work culture.

Verify their credentials and promises; it's essential to look beyond sales pitches and Google ads:

• How is the loyalty rate of their customers?

• Can you talk directly to their customers and assess how much time they really won with the new CRM?

• How fast can they migrate and onboard you (it should be about a few weeks, not months) ?

• How reliable is the CRM?

• Can you trust 100% the data?

• Does the CRM provider lock you into a long-term contract, or can you cancel at any time?

• What kind of time savings and efficiencies did those clients experience post-migration?

• Can they assist with complex data imports and integrations with tools or industry-specific platforms?

• Can you trust 100% the data integrity and GDPR-compliance of the system?

• Does the CRM offer AI-powered features like content generation, predictive lead scoring, and automated reporting?

• Is the CRM adaptable to multi-brand, multi-country setups (ideal for Benelux-based firms)?

• Can you build automated client journeys based on behavioral triggers and financial milestones?

• ...
  

For a successful CRM project, you need a Tech Agency that has a deep understanding of your specific industry and work culture.

5. Choose a Future-proof CRM

If your CRM does not have any AI-copilot integrated yet, it is a hint that the CRM features roadmap development is lagging behind.

6. Security & Data hosting

All your data should be hosted on Enterprise-grade servers in the European Union (for EU-based organisations).

Check if the CRM is hosted with cloud infrastructure providers with SOC 2 Type 2 and ISO 27001 certifications, among other things.

Want to discuss your CRM project?

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