An article published recently on the software advice blog discussed whether businesses should choose a vertical-specific CRM solution, purchase CRM software and customise it to their needs, or build their own.
It’s an interesting article because the customisation and verticalisation of CRM solutions are closely related. What’s more, the case for building your own CRM system is not one we’ve seriously come across in a long time, despite having our ears very much to the ground.
Verticalisation and Customisation
Modern CRM solutions such as Microsoft Dynamics CRM and Sage CRM are incredibly flexible. They allow anyone (with the right permissions) to personalise and configure their workspaces. They also allow system administration level users to configure a greater variety of fields, workflows or processes. More advanced configuration, or customisation (which uses development skills) is usually beyond the scope of client businesses as it requires more advanced technical and development expertise with a particular product. That’s why you hire a business partner.
Verticalisation is basically extensive or advanced configuration and customisation. The majority of modern CRM solutions can only be sold through certified and accredited business partners. Many (probably most) of these business partners will specialize in key verticals. This means, not only do they have extensive experience of the product, they also have experience of each sector, the way it works, its ‘language’, challenges and issues. They will often have vertical solutions, based on a particular CRM product, which they can implement quickly, incorporating best-practice techniques and processes, at a reasonable price without having to ‘reinvent the wheel’.
So, one of the key factors to remember when choosing a CRM business partner and the CRM solution(s) they provide, is to look at their skills, experience and niches. Ask for references, site visits and case studies relevant to your particular sector. Not only will you get a better, more powerful CRM solution, you’ll get exactly what you want, developed and supported by experts, at a fraction of the price, resources and hassle of developing it yourself. And because you’re using a proprietary CRM solution, you’re not reliant on one business partner, and the product has the support of a strong organisation such as Sage or Microsoft.
Build Your Own CRM solution?
It's very difficult to justify or recommend building your own CRM solution from the ground up. With the amount of time, expertise and resources that have been applied to the development of products like Sage CRM, Microsoft Dynamics CRM and other well-known, ‘best of breed’ CRM solutions, creating an in-house solution that gets anywhere near the power, functionality or ability to provide rapid return on investment is going to be a very difficult task. Most modern ‘big name’ CRM solutions have been developed over a number of years by a wide range of people with extensive experience and skills. The products have been carefully planned to meet the needs of today’s organisations and had input from experts in business, usability, working processes, sales, marketing, customer service, as well as technical, development, design and much more. They can be customised to meet your requirements, include ‘best practice’ CRM workflows and processes, and have additional features and functionality at a fraction of the cost of developing your own solution. They are extremely affordable – for example Microsoft Dynamics CRM Online is available in the UK for only £29.50 per user per month. There may be additional costs– if you want to configure, customise or verticalise your solution this will be extra, and there are usually training and support costs, but even so this is minimal in comparison to building a CRM solution from scratch.
If you need more information on CRM software, including customisation and verticalisation, or are considering building your own CRM solution, please contact independent CRM specialists Concentrix TSG.
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