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More and more companies decide to implement a CRM system. But proper customer relationship management needs a software that can do it all.

Mark Taylor mentions in his blog article „18 CRM statistics you need to know for 2018“ that the use of mobile CRM software has increased over the previous year. One of the reasons is the fact that vendors offer more cloud-based solutions. The way the market developed in the last couple of years has set some basic requirements for any company that looks for a CRM system or wants to expand or even exchange their old one. In the following, I want to name five things that every CRM system needs to fulfill to be a shortlist-contender.

A modern CRM software needs to be …

  1. Cloud-based

A cloud-based software has its advantages for numerous reasons that will impact some of the other requirements. As our CSO Mario Pufahl explained in his Sales Performance Management-interview, automatic updates and compliance-requirements are a big plus for CRM from the cloud. Updates and new functionalities can be installed automatically immediately after their release.

On-premise solutions usually need manual updates which tend to get postponed, therefore increasing security and performance risks. Regarding compliance and data security, vendors are responsible for security updates of the software based on generally applied standards. Another, and currently indispensable advantage is the flexibility when it comes to access, which leads me to #2.

  1. Mobile

Cloud-based CRM software is fantastic because it is accessible from wherever you are. No matter where the sales or service rep is, they can log in to the CRM system. However, being able to access the system and to use its functions are not the same when it comes to software.

It is crucial, that the mobile version is optimized for mobile use. After all, you do have different ways and needs of interacting with the software when you’re on the go. Especially, regarding bandwidth, ease of use and immediacy (for example, during a conversation with a customer or contact).

Mobile CRM apps can help document customer conversations at their offices or homes. They can offer Opt-In-functions or help get information on or for the customer in real-time. If your sales rep needs a certain graphic for a sales pitch, they can get it with the right tools.

  1. Connected

The dream team of every effective customer relationship is a symbiosis between marketing automation and CRM. Other features such as customer analytics or social media-connections can further enhance the customer experience.

Additionally, they can speed up daily work routines. However, this only works if those usually different applications are compatible with each other. Compatibility is one of the biggest hurdles of nearly every complex software integration, it’s therefore crucial that the vendor has a product that plays nice with other products (and vendors).

  1. Automated

The administrative side of sales is time-consuming and frustrating. Automation can not only save time for customers but also for employees. Automated lead scoring, the identification of leads at the same account or the automatic assignment of leads to the respective owner can help to lessen the work load and even make decisions easier.

  1. Intelligent

Artificial intelligence, especially with customer analytics are a great way to get real information from your customer data. If used effectively, you can use emails, campaigns and offers strategically and find out which customers enjoy which messages on which channels.

A good CRM software is capable of at least some analytical basics like segmenting leads based on their behavior and preferences. Additional to this, the software needs to have a proper dashboard that is easy to understand, can be created individually and shows KPIs, current actions or new tasks at one glance and in real-time.

Find out more what you can do with CRM and how to chose the right platform or optimize your existing platform.

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