Database Reference
In-Depth Information
table 4.3 (
Continued
)
Comparison of CRM Systems
a
These are only representative profiles; please update the same for the latest features and
functionalities with the respective vendors.
a
Social sales functionality includes blended customer profile, collaboration and content
exchange, and collaborative proposal generation.
b
Social marketing functionality includes cross-channel campaigns, social segmentation, and
social sharing.
c
Social customer support functionality includes social communities, a customer co-created
solutions knowledge base, and a multi-channel contact center.
d
Customer experience profile includes purchasing history; visits to e-commerce, Web sites,
and social media sites; time spent on different sites; marketing response to campaigns;
customer service requests; and reports.
e
Global business management functionality includes multi-language or multi-currency
support.
f
5. Assign factors on a scale of 1-10 for each of the characteristics; the higher the factor is, the
more important the characteristic for the envisaged CRM. Characteristics that are con-
sidered necessary should definitely be assigned a factor closer to 10, using a scale like the
following:
a. Vital = 10
b. Critical = 9
c. Essential = 8
d. Significant = 7
e. Important = 6
f. Mandatory = 5
g. Required = 4
h. Useful = 3
i. Desirable = 2
j. Optional = 1
The actual weights should be decided by consensus.
6. Next, rate the various CRM systems for each of these characteristics on a scale of 1-5. Five
indicates excellent, while 1 denotes poor or unacceptable. A good rule of thumb is to agree
on the best package for a particular characteristic and give only that package a rating of 5:
a. Excellent/best = 5
b. Remarkable = 4
c. Moderate = 3
d. Acceptable = 2
e. Poor/worst = 1
Then agree on ratings for other packages by consensus.
7. Compute the score for each CRM system by each characteristic by multiplying the weight-
ing factor by the corresponding rating as follows:
Score = Weighting factor × Rating
8. Total all the scores for each CRM system.
