Evaluating mid-market CRM packages
Are there any key factors which would point us towards not evaluating
mid-market CRM packages, instead of (or as well as) the larger scale
variety? Our profile - a Retail Bank (i.e. B2C) in two administrative sites
with circa 500 CRM seats, staff expansion unlikely.
For the most part, you can feel very confident evaluating mid-market CRM
Packages. Although you don't explain exactly what CRM functionality you
desire, given your size and growth estimates, the mid-market solutions would
likely meet your needs. But, you still need to do your homework. This
begins with documenting and comparing your core business and systems
requirements to the mid and large-market solutions. You need to go into
this discussion with some basic assumptions about your technical strategy
too. Such as, what will be your system of record for customer and prospect
information? How will you integrate this information with other banking
systems? And, what database technology will the bank support? These
questions just skim the surface of your potential requirements analysis.
The point is, the more you know about your current and future needs and your
business & technical direction, the more confident you can be about your
final CRM vendor selection. Finally, you should look more closely at
large-market products if your analysis reveals a need for multi-location
installations, supporting hundreds of cross-functional users (sales,
service, marketing, finance, etc.) across multiple technology platforms. If
not, stay the mid-market course.
This was first published in February 2002