¿Deciding whether to go for a CRM platform or rather for point solutions or applications? A CRM platform will be typically composed of different applications or modules that supports different processes (e.g. sales and customer service). On the other side, a point solution is a standalone application that focuses on the support and automation of one single process or area (e.g. customer service). Obviously the decision to go either for a platform or single point solution depends on many factors. But let us look at what are some of the benefits of investing on a platform rather than a point solution application.
- Common Customer Data.- This helps you or makes it less complex to build a 360 view of the Customer. A platform already shares most of the customer information across the different modules or single applications. Saving you data integration efforts down the road.
- Integration.- When integrating applications or modules from a platform, in most cases, you will be able to re-use that particular interface to the platform to integrate with other applications, based on the pre-integrated approach in the modules or applications of the platform.
- Customization and custom development.- Each business has some specific business or operational requirements, which means that you most likely need to replace a legacy or home-made application. With new platforms, you have the possibility and ability to develop custom applications to support those needs. But this comes with the advantage of easier integration and re-usability of infrastructure, common data models, identity and security resources, and more of your CRM platform.
- Phased-based rollout.- When you select a platform, you have the possibility of a rollout per application or module, you can then follow your roadmap and roll out additional individual applications or modules. And this also brings the advantage that they are pre-integrated, so from integration point of view, you will have less challenges.
The decision of how to re-build or your CRM application infrastructure obviously depends on several factors. But a decision to go for a platform can bring several benefits in the mid and long-term in terms of integrations, data sharing and leveraging user training and adoption. While at the same time, bringing the benefits of quick results just like when deploying a single point solution or application.Autor:
Aklienta Marketing, firstname.lastname@example.org