CRM Evaluation - Implementing SAP CRM - page 100

3.3.2 Checklists for CRM Evaluation
The exercise of evaluating CRMs becomes easier if detailed checklists of major points of interest
are prepared beforehand. These checklists can be used to gather relevant information that can be
analyzed and used as the basis for the selection process.
Tables 3.1 through 3.8 are included for reference:
1. CRM vendor issues are illustrated in Table 3.1.
2. CRM product issues are illustrated in Table 3.2.
3. CRM technical issues are illustrated in Table 3.3.
4. CRM installation and operation issues are illustrated in Table 3.4.
5. CRM integration and interface issues are illustrated in Table 3.5.
6. CRM modification and maintenance issues are illustrated in Table 3.6.
7. CRM audit and control issues are illustrated in Table 3.7.
8. CRM standards and documentation issues are illustrated in Table 3.8.
The meaning of the column headings is as follows:
◾ Available : Indicates that the functionality is currently available as standard functionality in
the CRM system
◾ Conigured : Indicates that the functionality is not available as the standard functionality, but
the CRM system can be configured easily to deliver the required functionality
◾ Upgraded : Indicates the functionality is planned and would become available in future
named upgrades or release versions of the CRM system
◾ Third party : Indicates that the functionality is not available but is available with third-party
packages that have been specifically qualified for the CRM system
◾ Absent : Not available at the time of the evaluation
3.3.3 Checklists for CRM Functional Requirements
When evaluating the suitability of a CRM package, the detailed functional requirements of an
enterprise need to be analyzed and enlisted for detailed scrutiny later. This also acts as the baseline
for the comparative evaluation of the various CRM packages.
CRM applications are subdivided into three segments—marketing automation software, sales
automation software, and customer support and call center software. Sales software is designed
to manage functions, from high-end processes like account/contact management and list man-
agement to low-end processes like simple content management. Marketing software assists with
such things as campaign management and execution and list management and telemarketing.
Customer support and call center applications are designed to enhance the management of rela-
tionship with existing customers.
In the CRM space, Sales Force Automation (SFA) represents the oldest set of functionality that
has been addressed by IT solutions in the past but is also the most difficult because of the inherent
relationship orientation of the processes involved. SFA applications focus on functionalities like
lead distribution and tracking, pipeline management, contact centralization, and management
and group collaboration. The advent of the Internet has also altered the fundamental premise of
SFA by attempting to make the sales process devoid of the salesman by providing RFP/RFI type
of capabilities through an automated interface.