Web-Based CRM Software: Hype or Reality?
Web-based CRM is a Software as a Service (SaaS) that provides customer relationship management functionality over the Internet. Rather than purchase software licenses and install the application on the company’s infrastructure, customers purchase a subscription to a system that can be accessed via the World Wide Web. Once the subscription fee is paid, customers can directly log into the web-based CRM solution.
The crucial benefit of this software delivery model is rapid application deployment without having to go through a lengthy and costly installation process. The absence of company-owned hardware also leads to lower capital investment and reduced operating costs (no need to hire expensive system engineers to maintain hardware infrastructure).
Finally, the cost of the implementation project will also typically be lower. However, this statement should be taken with a grain of salt. In most cases, business requirements are the biggest drivers of IT project cost. Web-based CRM software allows quick access to the standard solution provided by the provider. In many cases (and depending on your business), the standard implementation will not be able to meet all business needs.
In this case, additional On Demand CRM customization will be required. The more customization, the higher the project budget. Therefore, keep this in mind when writing the business case.
Web based CRM software supports many functionalities. The most common are SFA, lead management, opportunity management, partner management, customer service and support, contact center management, performance management, and e-commerce. Other additional niche functionalities are E-Learning, quality management and self-service providers.
The latest trends indicate a growing interest in Analytics and a broad integration of Internet marketing services. By the way, the growing interest in analytics is not limited to web-based CRM. The rise of analytics is a general trend in business software where management is demanding higher levels of transparency at all levels: strategic, tactical, and operational.
The integration of Internet marketing services, such as Google’s AdWords advertising service, may not come as a surprise. E-commerce and Internet advertising grow year after year. Google has become the number one place where customers search for information to satisfy their needs and wants. This reality opens many perspectives for business. That is why the integration of Internet marketing and sales services into web-based CRM software is crucial.
The major web CRM providers are SalesForce, RightNow, and NetSuite. These providers have designed and implemented their online solutions with the Internet in mind. Industry giants like Microsoft, SAP and Oracle (with Siebel) have recently added an On Demand offering to their portfolio, which in some cases is a web port of their traditional CRM suite.
Now, how do you choose the right web-based CRM software? The answer to this question depends on a number of criteria: what capabilities does your organization require? How many users need access to the application? How mature is your IT organization? What is your back office system? How critical is the app? And many more…
Before selecting a customer relationship management solution, I would definitely recommend starting with a free trial, which will allow you to test the service before signing up.
