个人电脑编辑器选择和审查产品 独立. 如果您通过联盟链接购买,betway体育可以赚取佣金,这有助于支持betway体育的测试. 了解更多.

2022年最佳CRM软件

疫情压力改变了企业与客户沟通的方式. We tested 17 of the top CRM services 和 found the 10 we think will best equip your business for today's digital-first customer interaction flows.

betway体育的10大选择

你可以相信betway体育的评论
自1982年以来, 个人电脑已经测试和评估了数千种产品,以帮助你做出更好的购买决定. (阅读betway体育的编辑任务.)

疫情的影响继续严重影响着企业与客户的互动方式. 部门之间采用 混合动力工作 模型和许多客户仍然限制他们的面对面交流, the need to modernize how your sales staff communicates with customers (和 vice versa) is greater than ever. 数字通信渠道已经取代了传统的通信渠道,而且已经没有退路了.

跟踪这些新的交互方式是很有挑战性的. 一个电子表格肯定不能解决这个问题. 一个合适的 客户关系管理 (CRM)系统超越了简单 联系跟踪 通过对你的员工与每个客户的每一次互动进行完整的审计跟踪. This can include everything from the customer's initial purchase, 支持电话和电话内容, to a regional sales rep's notes from a meeting or call, 等等. CRM系统允许您进行跟踪, 分析, 需要的时候就把数据显示出来, often including integrations with other software systems.

即使你已经有了客户关系管理, 也许是时候升级到一个更适合现代商业模式的模式了. We tested 和 weighed 17 of the top players for this roundup, then whittled down our list to the 10 we see leading the pack.


什么是CRM软件?

CRM software helps you track contacts 和 nurture them to build customer loyalty 和 repeat sales. A good CRM will also make the information it gathers accessible to other business platforms via smart software integration. 以这种方式, CRM becomes the epicenter of how you manage your customer's journey, 从第一次营销接触, 成交成交, 继续下一个约会.

要做到这一点, crm需要既聪明又敏捷, 同时, 对销售人员来说很容易使用. 一些非常小的企业可能会尝试使用电子表格来模拟CRM可以做什么. But this type of homebrewed solution delivers but a tiny subset of the features you'll get with a CRM, 和 it's also cumbersome enough that you'll be frustrated once your customer list grows much beyond 100.

The best CRM solutions are not only easier to use than spreadsheets, but they also do more than just retain user 和 contact information. 它们还能使过程自动化, 例如动态创建日历事件, 设置约会提醒, 确定销售渠道的优先级, 和 automatically identifying new sales opportunities. 他们甚至可以根据成功的可能性对它们进行排名. 使这成为可能的是集成您的其他面向客户的数据,以便CRM可以访问它.

一个好的CRM解决方案不会简单地记录客户的联系信息. It remembers the details of your relationship at every interaction. 包括电话, 电子邮件, 和, 越来越多地, 跨其他渠道的沟通, 比如社交媒体或者你的 帮助台.

这些信息是机会的金矿. It lets you identify prospects for up-sell or cross-sell, convert existing customers to new products or services, 新的营销目标, 甚至追踪发票. The software is also a fail-safe because it prevents multiple salespeople from chasing the same prospect. 选择正确的CRM软件可以极大地改善您的团队 协作 和 productivity at the same time that it's increasing sales.

在报告中,CRM软件 Market Research Report - Global Forecast to 2023," market research firm Market Research Future forecasts the CRM market to grow up to 35 billion by 2023. 除了, 2017年至2023年,CRM市场的复合年增长率(CAGR)将为6%. A key area for CRM growth in 2018 和 2019 will be the addition of artificial intelligence (AI) to leading CRM platforms. Vendors including 销售force 和 Microsoft are building their own AI engines to enhance their CRM capabilities. Others are partnering with the likes of IBM's Watson 和 similar players to integrate AI's benefits into their offerings. This will significantly impact any CRM's ability to parse data 和 draw new insights from all kinds of customer interactions. That directly impacts CRM revenue, as market research firm Statista shows us; details are below.

AI在CRM中的应用对收入的影响

CRM中采用人工智能的收益影响统计
(图片由Statista提供)

This revenue impact is possible because AI-enhanced CRM is a quantum leap ahead of what many companies still call 客户关系管理.

CRM软件不仅仅是跟踪和维护联系信息. 虽然大多数人将CRM软件视为主要的销售工具,但它已经超越了这一领域. Modern products can help your marketing 和 customer service departments with more refined demographic data. 他们还可以协调不同部门之间的自动工作流, 因此,你可以无缝地将客户移交给你的销售链中的下一个人.


知道你在买什么

选择CRM是一项重要的投资, but bear in mind that the lowest number won't ensure the best value. Knowing how your salespeople operate 和 having some idea of the features that can help them is where your pricing decision needs to start. Only by knowing what you need 和 then matching that up against the appropriate pricing tier are you going to get yourself the best deal. 但除此之外,还有一些陷阱.

培训可能会消耗掉一大块预算,升级和持续支持也是如此. 缺点ider how much it would cost to integrate the software with existing systems 和 whether or not you need additional equipment. 例如, 移动应用看起来很流畅, but will it still look slick once you've re-designed your customized CRM forms to fit on a smaller screen? 这是否意味着销售或客户服务团队需要新的智能手机或平板电脑? 这些成本很快就会增加.

较小的团队负担不起对要求较高的软件进行投资. 在大多数情况下,这些团队将需要一些能够在一天内启动并运行的东西. 也就是说, 正如betway体育下面所讨论的, many CRM vendors are exp和ing their products into a variety of areas beyond customer relationships. 很像电子邮件营销供应商, CRM平台正朝着端到端管理销售生命周期的方向发展, 客户关系管理代表客户的旅程. 工具的范围越广,您就需要对其进行更多的定制. That's why carefully evaluating these products is so important.

阅读支持文档, 和 you'll get an idea of setup complexity 和 any issues you might bump into with the software you already have. Use the free evaluation period to try out important features, 例如导入数据, 手动添加信息, 连接帐户, 并将任务分配给其他用户. 注意这个软件有多有用,或者它是否会带来更多的工作. 跟踪您需要多久咨询帮助系统来完成一个基本的任务.


CRM在你的军火库中的地位

One of the continuing trends we see with CRM solutions is consolidation into larger product ecosystems. 一些产品, 比如备受尊敬的Zoho CRM, aren't just the flagship suite of solutions in their ecosystem, 他们为供应商提供的其他解决方案设置了模板. 例如, CRM基础, Zendesk收购了一个著名的独立解决方案,并将其转换为Zendesk出售, a more integrated solution that can feed into Zendesk's impressive array of customer support-driven SMB solutions.

Freshsales CRM similarly provides a lightweight 和 simple SMB-focused CRM solution while offering exp和ed functionality. 这包括提供集成、工作流自动化和销售智能功能. Freshsales CRM与Freshcaller和Freshdesk解决方案也能很好地同步, a distinct convenience for businesses using those solutions.

Other CRM solutions like 销售创造出来 have refined their user interfaces to enable users to switch on specific business processes. 销售创造出来 makes it possible to toggle between 市场营销, 销售, 服务作为一个更动态的控制中心,运行CRM的各个方面.

SMBs need to play the long game with their choice of CRM solutions. Growth-stage companies or businesses looking at expansion should start analyzing which integrations will make sense in the future.


给你的销售人员他们需要的东西

The toughest part of making a good CRM choice is underst和ing what the product can do 和 what your salespeople actually need. 销售是一种困难且节奏快的职业, which means your employees could actually feel burdened by the very 太l you purchased to help them. 这会降低收养率, 因此,在投入更多技术之前,你需要了解他们的需求.

放弃这个家庭作业,简单地为一个大的, 包括所有功能的CRM软件包. 这样一来,你就可以把定制工作交给其他人, usually a sales manager who is even busier than your salespeople. 这种方法几乎肯定会让你花费更多的时间和金钱, while probably delivering less flexibility than you'd expect. 这是因为这些大型CRM软件包通常是平台而不是工具. The numerous features they advertise are the product of integrating with a host of third-party solution providers, 不仅仅是你可以打开的选项. 第三方集成不仅意味着增加许可费用,还意味着新的成本.

更好的方法是了解您的员工将如何使用软件. 考虑一下您的团队目前使用的工具以及他们遵循的流程. 弄清楚这些任务如何映射到您正在评估的CRM软件. 考虑一下最常见的任务是什么. 例如, if a 太l forces users to dig through menus 和 submenus every time they want to log a call or 电子邮件, the 太l will complicate their jobs instead of simplifying them. 越来越多的CRM工具将电子邮件和销售经验结合在一起, smart inbox or centralized dashboard view to manage all or most daily communications 和 tasks without leaving the CRM 太l.

一旦您从销售团队的角度看了需求, 反过来想想你的客户. 甚至可以进行在线调查或小组讨论. 他们最好的销售经验是什么? 一旦你知道了这一点,你就可以定制你的客户关系管理.

Data quality should be a key focus of that tailoring process. You'll need to pay attention to customer information that originates inside the CRM 和 the supporting data imported from other systems, 如财务或服务台票. Ensuring this data is "clean" means it needs to be verifiable, 请按照正确的导入格式导入, 并且直接针对CRM的查询.

A 研究 出版于2022年 有效性 surveyed more than 600 CRM-using organizations globally. 当被问及CRM数据如何影响销售时, 75%的受访者表示,低质量的数据让他们的公司失去了客户. Another 44% estimated their businesses had lost at least 10% in annual revenue that was directly attributable to bad CRM data (see graphic below).

Estimated Annual Revenue Impact of Poor-Quality CRM Data

CRM数据与有效性研究的收入影响
(图表由有效性提供)

确保良好的数据质量需要进行测试和不断保持警惕. You'll need to run regular 和 repeatable tests on your system. Depending on the size of your staff 和 your CRM investment, the 有效性 report recommends you should also consider appointing a data management professional as the lead on keeping your CRM data clean. 这个人应该管理整个数据流, including not just your CRM but any apps connected to it. They should also h和le the full spectrum of data management tasks, 包括自动化数据工作流, 数据保护, 和 备份. 如果你觉得你将来会被录用, 你应该尽早把那个人拉进来, preferably at the evaluation stage before you purchase anything.

购买前仔细评估是必要的. 与任何软件一样,关键是在可用的时候利用免费试用. No matter how many reviews you read or demos you watch, 除非你亲自使用,否则你无法完全理解CRM软件是如何工作的. 一定要让不同部门的同事试用这个软件, 太, so you can underst和 how successful it is in different situations.

Most vendors offer at least a 14-day trial (which is relatively short; 30 days is better). 一些, 包括Apptivo CRM, 了解CRM, Zoho CRM则提供免费方案, 尽管功能和用户有限. These can either serve as a full-time solution for small companies or a long-term trial for larger companies.


保持简单和支持

复杂性是CRM采用的常见障碍. betway体育在这里回顾的一些CRM产品都吹捧“高度可定制的界面”." That means a lot more than simply changing the look. CRM仅次于数据收集的第二重要功能是作为工作流中心. That means you can decide which data you want to collect, 谁来提供, 他们什么时候应该在你的正常销售流程中提供, 它应该在哪里结束.

沿着这条路, you can re太l your CRM's interface to show only the 太ls 和 features necessary to complete those steps. Everything else can stay in the background until it's needed. It's a good deal of work getting your CRM to this point, 和 not all the tested products can do it. But taking advantage of deep customizability is one of the most effective ways to make sure your CRM instance is as easy to use as possible. 这是成功采用的第一步.

The other end of the spectrum is what to do when things go wrong. 无论是软件缺陷还是仅仅是使用某个特性的困难, 你需要一个反应迅速的支持团队. 如果你有一个SLA,你可以把它作为SLA的一部分, 但如果你不这么做, 然后你需要做自己的验证:

  • Make sure to underst和 the level of support associated with your pricing tier 和 whether you can modify it.

  • 研究提供商的支持论坛. You're checking for the kinds of questions that are being asked 和 how long it takes before a response is issued.

  • 查看DIY资源. 如果有支持必威betwayapp,是否有针对某些问题的自助工具? 如果有,一定要看一遍,看看它们有多有效. 搜索知识库,看看包含了什么类型的文章和通常的格式. 确保这些内容对您有帮助.

  • 调查产品的培训选项. 复杂的工具通常需要一定程度的培训,所以请查看您的服务供应商提供了什么. 是现场, in-person training your only option or are there online resources, 比如组织良好的博客, 视频, 并记录网络研讨会?


拓展新渠道

新技术不会自动普及. 例如, 在与客户互动方面,社交媒体是一种改变游戏规则的技术, 但这并不意味着电子邮件已死. Most customers still expect to interact with you via 电子邮件, 一封电子邮件捕获的数据仍然比Facebook上的一条帖子或一条推特要多得多. Underst和 how your company interacts with customers over 电子邮件 和 make sure your CRM software acts as a complement to that relationship, 而不是作为一个障碍. A 全面优化CRM should automatically capture data from 电子邮件 interactions, 不要强迫你的员工手动这么做.

仔细看看这个解决方案的移动应用程序. 这应该是一个单独的应用程序, not just a mobile "capability" (which almost always means a mobile-optimized version of the desktop website) 和 you also shouldn't be asked to pay anything extra for it. 移动设备与台式机或笔记本电脑完全不同. 员工对它们的使用方式不同,软件对它们的呈现方式也不同, 这意味着涉及它们的业务流程将会有不同的行为.

确保您所选择的CRM软件能够支持您的团队使用的移动设备平台. Are you providing every employee an iPhone or is yours a bring-your-own-device (BYOD) environment, 这必然意味着支持多个平台? 接下来,仔细评估应用程序可以做什么. 一些 apps offer a read-only view of your sales pipeline or contacts but don't let you make updates until you get back to a computer. 另一些则提供无缝且响应迅速的体验, 让你可以在移动设备上做任何你在电脑上做的事情. Don't commit to CRM software until you've used the mobile app in a way you 和 your team would do on a day-to-day basis. 为许多中小企业和他们的代理商, CRM应用程序的移动组件可能比桌面版本更重要.

Many CRM vendors cater directly to a mobile workforce. Those apps are full-featured with responsive web design 和 layouts dedicated to a mobile experience. If you have a field sales team that leaves their 笔记本电脑 behind 和 instead works on their tablets 和 smartphones, 然后你需要给他们所需的工具, 这类应用程序符合这一要求.


与您现有的系统集成

更大的CRM平台, 比如销售force, 有巨大的特性栈作为模块出售, 每个模块都有许多相关的特性. 如果功能是你需要的, 然后,您可以通过访问正确的模块集来简单地配置整个解决方案. 但如果缺少了什么,或者你的销售人员更愿意使用其他东西, you may need to use software from third-party vendors to fill gaps. 在这一点上,CRM与其他软件平台的集成程度是关键.

集成有两种基本形式. The easiest is if the CRM system or the system to which you're trying to connect supports the other as a "native" integration. That means that the company has a pre-built integration module you can just download 和 use as needed. 你在这里碰到大人物会很幸运的, 因为很多公司都在为NetSuite或销售force等公司预先构建集成, 例如.

另一种方法是滚动您自己的集成. 如果两个系统都有一个开放的应用程序编程接口(API),这是最容易的。. 这里最常见的标准是具象状态转移(REST). 使用REST API,您可以让开发人员为您构建自定义集成. 这个选项当然提供了最大的灵活性和定制, 但它也会增加大量的成本,这取决于你的编码才能水平.

你考虑的任何第三方软件也值得一看, 或者任何你已经用过的软件, to see if there are integrations available from that side. Maybe you already have 电子邮件 marketing software that you love, 或者您想连接您的云存储服务, 领导管理 工具,或客户服务管理平台. 正如betway体育所提到的, 你需要能够连接你的电子邮件帐户,也许还有你的日历, 太.

Another excellent example of a value-add integration with CRM would be your product support or 帮助台 platform. 在你的销售人员旁边, 您的产品支持专业人员可能与您的客户有最直接的联系, 和 the information they gather in the course of even a short conversation can be gold to a salesperson. 一条生产线的问题可能意味着向另一条生产线追加销售的机会. 

Any plans you've got for your customers' purchasing journey can also be affected by third-party software. 例如, 在这些大流行的日子里,很可能在他们之后, many buyers want an online-only experience 和 a personal touch. 视频会议 已经成为这里最常见的解决方案,而一些crm包含了. Others still need a third-party integration to products like 变焦如果你的客户对它更熟悉的话,这可能会更好. 使用视频会议, 您可以将销售和服务电话录音附加到客户记录中, 解析关键字数据,解决问题和推广, 和 even route evolving opportunities to appropriate staff. 你可以通过积分得到类似的结果 IP业务语音 (网络电话)服务,特别是当你使用交互式语音应答(IVR)菜单时.

底线:仅仅知道你的CRM支持第三方集成是不够的, 甚至在你购买的开始. 整合的深度可能相差很大, so you need at least a semi-accurate underst和ing of the experience you want your salespeople 和 customers to have, 现在和将来. 慢慢来,尽可能多地规划一下. You'll vastly decrease the likelihood of a deployment failure 和 get your staff excited about the new system at the same time.


锁定您的CRM数据

When you're working with the sales pipeline 和 customer data, make sure security is top of mind—especially if you're using a SaaS CRM solution (which means a big chunk, 如果不是全部, 您的客户数据驻留在云中). 你应该对公司的安全要求感到满意. It's a warning sign when your CRM software lets you select a password but doesn't generate an audit trail whenever someone makes a change, or if it doesn't let you define access controls for each user. 客户数据是一种非常有价值的商品, especially now that customers are more reluctant to part with it. Securing it isn't just about maintaining privacy; it's about protecting profitable relationships that directly impact your bottom line.

Integration plays a role here, but it's mostly about research. You can make sure your chosen CRM software can integrate with as much of your current IT security software as possible, 比如你的 身份管理系统,这样你的员工就可以利用单点登录身份验证的优势. But even more important than that is doing your homework. That means digging deep into the vendor's service level agreement (SLA) 和 ascertaining exactly where your data resides, 谁负责它的安全, 如果出了问题怎么办. Doing some Google surfing to see whether this vendor has been breached in the past—和 if they have, 他们的反应是什么——这是另一个很好的指标,说明您的数据进入了什么领域.


betway体育是如何测试顶级crm的

在这篇综述中,betway体育测试了目前市场上最流行的17个CRM软件包. 有几个人这次没能入选, 但其中包含了Apptivo CRM, Zendesk出售, 销售创造出来, Freshsales CRM, HubSpot的CRM, 了解CRM, 那么烦人CRM, Pipedrive CRM, 销售force销售云闪电专业, 和Zoho CRM. betway体育已经根据上述标准努力评估了这个CRM软件, 所以,请查看每一个评论,找出哪个包适合您. 每个人都有自己的优点和缺点. 一些 are geared more toward small to midsize businesses (SMBs), while others have broader 电子邮件 marketing capabilities. 有些CRM系统更容易开箱即用, 有简单的导航和标准的工作流程, 而其他公司则提供更深入和更复杂的定制程度. 有些非常便宜, while others can be quite expensive when you start moving up tiers, 扩大你的销售队伍, 或者增加高级功能.

betway体育的前三名选择仍然是Apptivo CRM, 销售云闪电专业, 和Zoho CRM, all of which have earned the 编辑的选择 distinction for balanced feature sets 和 thoughtful integration features. Not all CRM solutions fit all business needs' however, this is why surveying the l和scape 和 trying out newer entrants like Capsule CRM or Zendesk出售 (formerly CRM基础) makes sense. 新的解决方案可以带来适量的创新,以吸引中小企业的注意. 最后, 它是企业需求的平衡, 销售团队的规模和范围, 和 how the company engages with it is customers that will determine the best CRM solution for a business.

编者按:莫莉·麦克劳克林和罗伯·马文也对本文有贡献.

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Gadjo塞维利亚

Gadjo C. 塞维利亚是分析师,为个人电脑的业务. Gadjo报道了包括智能手机在内的技术的各个方面, 笔记本电脑, 业务解决方案, 和应用生态系统. 20年前,他开始为全国性报纸报道技术和创新, 杂志, 以及包括《必威betwayapp》在内的各种必威betwayapp, 哪一个是他在2008年创建的一个科技爱好者博客. Gadjo’s work has appeared globally in various print 和 online publications including MacWorld Canada, 加拿大PCWorld的这个清单, IT业务.ca, WhatsYourTech.ca, The Calgary Herald, The Toronto Star, 和 Metro 新闻. 你可以在推特上关注他@gadjosevilla,在领英上联系他,或者给他发邮件 (电子邮件保护)

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