{"id":1866,"date":"2009-12-02T19:21:35","date_gmt":"2009-12-03T00:21:35","guid":{"rendered":"http:\/\/analystik.ca\/?p=1866"},"modified":"2017-02-10T17:26:46","modified_gmt":"2017-02-10T22:26:46","slug":"database-vs-crm-12-fundamental-questions","status":"publish","type":"post","link":"https:\/\/analystik.ca\/blogue\/language\/en\/database-vs-crm-12-fundamental-questions\/","title":{"rendered":"Client Database vs CRM \u2013 12 fundamental questions"},"content":{"rendered":"

It seems that everyone has been in\u00a0CRM<\/strong> mode since the beginnnig of the New Millennium; CRM 1.0, CRM 2.0, Social CRM, CRM-in-the-Cloud<\/strong>, etc., it\u2019s the Buzz<\/strong> word of the moment. Surprisingly, we forget that the 90\u2019s was the Golden Age of Database<\/strong>; at the time every business invested heavily in a Database<\/strong>. Who doesn\u2019t recall VisualFoxPro<\/a><\/strong>. But that was another time…<\/p>\n

The fact is that it\u2019s all well and good to put into place a sophisticated CRM<\/strong> with advanced management functions, with or without plug-ins for Social Media<\/strong>; it will never compensate for the deficiencies or the absence of a Database<\/strong> that properly reflects the reality of your business situation<\/em>. Equally, you are no further ahead if your CRM<\/strong> system database needs to interface with other IT systems used to run your business.<\/p>\n

When it comes to choosing between a CRM<\/strong> and a Database<\/strong>, one must evaluate needs that vary depending on the size, industry sector, and above all the size of the Sales Force\/ Customer Service and customer base of your company.<\/p>\n

Customer Profiles vs Customer Activity<\/h2>\n

That is the fundamental question. In the case of \u201cCRM vs Database<\/strong>\u201d, we\u2019ll show that the real question comes down to this: are you more Customer Activity<\/strong> or Customer Profile centric<\/strong>? Should you first and foremost manage Customer Profiles<\/strong> or Customer Activities<\/strong>, or better yet \u2013 both?<\/p>\n

But first, if you have a customer base (real and potential) that exceeds 500, each with multiple contacts; then in that case, concentrate on deploying a Database<\/strong>. You\u2019ll derive an ROI<\/strong> that is a hundred fold and will have you singing its praises for years to come.<\/p>\n

Better yet, if you need to regroup a monumental set of lists of varying types of customers; without a doubt the implementation of a Database<\/strong> is not only a priority but it\u2019s crucial to the proper Customer Management<\/strong> and Business Development<\/strong> of your company.<\/p>\n

Priority Customer Profiles\/Database<\/h2>\n

Here are some ideas to consider to better guide those of you with a large Customer pool (more than 500 clients with multiple contacts for each) and to make sure you are on the right path with a Database<\/strong>.<\/p>\n

    \n
  1. Large list of Customers<\/strong> (more than 500 with multiple contacts)<\/li>\n
  2. You wish to group into one place, multiple lists of various types of customers<\/li>\n
  3. Do you want to create a unique and complete view of each of your clients<\/li>\n
  4. You want to formalize the filtering of each of these \u201ccustomer\u201d entities (hierarchy, groups, partners, etc.)<\/li>\n
  5. You need to separate your customers by type of Enterprise, Customers, by contact, by industry type\/sector, territories, priority levels, etc.<\/li>\n
  6. Your business reality calls upon complex Client Profiles<\/strong> that hold a large number of static data fields, strategic data: qualitative and quantitative data<\/li>\n
  7. Your activities require advanced Customer Management<\/strong> functionalities such as Client fusion, assigning Parent Client status to multiple representatives, elimination of duplications, assigning territories to representatives, etc.<\/li>\n
  8. You intend to put in place applications that draw data from your Customer List<\/li>\n
  9. Do you have developed applications that require a large amount of data from a large number of Customers.<\/li>\n
  10. You already have a Customer Database<\/strong> but it cannot consolidate<\/li>\n
  11. You have\u00a0Customer Database<\/strong> but it is not integrated (you have duplicates, incomplete or incompatible profiles, etc.<\/li>\n
  12. Your main goal is to improve your Customer Activity Management<\/strong> and your CRM<\/strong> <\/a>is incapable of dealing with.<\/li>\n<\/ol>\n

    Implementation of a CRM<\/h2>\n

    When it comes to the question of the implementation or upgrading a CRM?<\/strong>\u00a0You must consider the advantages that come with a new Database<\/strong>:<\/p>\n

Often, business need \u00a0to consolidate multiple customer lists and automate the Customer Activities<\/strong> or Customer Relationship Management<\/strong>. In this case, a CRM<\/strong> <\/a>is the right path to follow.<\/p>\n