In a recent Forrester Research report, it was noted that while functions and features are important in selecting customer relationship management (CRM) software, they are not the "be-all and end-all" deciding factor.
It was also noted that when organizations looked back in terms of the criteria they used, or would use, to select CRM software, product capabilities were not nearly as important as most users initially thought they were.
Two of the top three criteria listed by companies focused on a CRM system's flexibility (i.e. configuration and customization) and the ease with which the application can be integrated with other systems.
Interestingly, a few features that some vendors have worked hard to incorporate into their products fell near the bottom of the evaluation-criteria lists. Vertical market specialization, for example, did not rank high among potential CRM buyers.
CRM Functions and Features
So, what exactly is core CRM functionality?
To come up with our answer, we researched hundreds of CRM products, and as a result of this process, we defined twelve functional areas that we believe cover the functionality that should be core components of any (and every) CRM solution.
The following is a list of these "core" CRM areas.
Area | |
| 1 | CRM interface |
| 2 | Account management |
| 3 | Campaign, lead, and opportunity management |
| 4 | Customer service |
| 5 | Document management |
| 6 | Workflow automation |
| 7 | Desktop tools |
| 8 | Reporting, analytics, and dashboards |
| 9 | Administration and setup |
| 10 | Internationalization |
| 11 | Customization |
| 12 | Integration |
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