How we test CRM software at TechRadar
An inside look at our evaluation model for CRM software
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Thebest CRM softwareis an essential tool for modern businesses, streamlining customer interactions, sales processes, and data management. But with so many options to choose from, evaluating the best solution can be tough.
TechRadar Pro has developed a comprehensive rubric for evaluating CRM software, taking into account core capabilities, ease of use, integrations, customer support, value for money, and company trajectory. Want to learn more about how we analyze, score, and review CRM software? Keep reading.
What is CRM software?
Before we dive into our testing process, let’s define exactlywhat we mean when we talk about CRM. CRM software is a type of solution designed to help businesses manage and analyze customer interactions and data throughout the customer lifecycle. The goal of a CRM system is to improve business relationships with customers, streamline processes, and increase profitability.
Put simply, CRM systems act as a central repository for storing and organizing customer data, including contact information, communication history, and sales opportunities. By consolidating this information into a single platform, businesses can gain a complete understanding of their customers, enabling them to deliver more personalized experiences and foster stronger relationships.
CRM platforms typically include a range of features and functionalities, such as contact management, lead management, sales forecasting, and analytics. These tools work together to automate and optimize various aspects of the customer journey, from initial contact to post-sale support.
Reviewing CRMs can be complex due to the wide range of features, deployment options, and pricing models available. Each business has unique requirements and priorities, making it challenging to develop a one-size-fits-all approach. So, we have developed our own model for tackling this challenge based on a combination of hands-on experience and trustworthy third-party resources. Read on to learn more about our evaluation criteria for deciding on the best CRM software.
A model for evaluating CRM
As a tech journalist, software reviewer, and former agency consultant, I have lots of experience working with various CRM platforms. Over the years that I’ve spent working with CRM software for different clients and employers, I have come to recognize the need for a consistent model for evaluating them.
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To address this need, I have developed a rubric that draws upon the evaluation models used by multiple agencies and publications in the CRM space. By analyzing and comparing these models, I have identified the key criteria that should be considered when assessing a CRM solution:
Core capabilities
We evaluate the essential features that a CRM system should offer, such as contact and account management, lead and opportunity management, sales forecasting and pipeline management, reporting and analytics, and mobile access
Ease of use
The usability of a CRM platform is crucial for adoption and long-term success. We assess factors such as the intuitiveness of the user interface, customization options, onboarding and training resources, and the average time it takes for new users to become proficient.
Integrations
CRM systems should seamlessly integrate with other business applications to ensure smooth data flow and streamlined processes. We examine the availability of pre-built integrations with common business apps, the openness of the API for custom integrations, and the reliability and performance of data syncing.
Customer support
The quality of customer support can significantly impact the overall experience with a CRM platform. We evaluate the availability of live support channels (phone, chat, email), self-service resources (knowledgebase, tutorials, forums), average first response and resolution times, and customer satisfaction scores.
Value for money
While price should not be the sole determining factor, it is essential to consider the value a CRM system offers relative to its cost. We analyze pricing model flexibility (per user vs. flat fee), the feature set relative to price, available discounts and bundles, and the length of the free trial period.
Company trajectory
We also look at the frequency of updates and new feature releases, the size and activity of the user community, market share, and growth rate, and independent industry recognition (awards, analyst coverage).
We use this system to assign a score to each CRM platform we review, this is represented within our reviews with a star rating. The rating is out of 5, but also allows for a halfway mark within each star. For example, if we believe a CRM is excellent, but still has 1 or 2 downsides we may give it a 4.5-star rating rather than a full 5.
By applying this rubric consistently across all CRM reviews, TechRadar Pro aims to provide readers with a comprehensive and objective assessment of each platform. The scoring system ensures that the most critical aspects of a CRM solution are given due consideration, while still acknowledging the importance of other factors.
Core capabilities
At the heart of any CRM system are its core capabilities. These are the essential features and functionalities that enable businesses to effectively manage customer relationships and streamline sales processes. When evaluating a CRM platform, we dive deep into each of these core areas:
Ease of use
The usability of a CRM system is a critical factor in its success. If a platform is difficult to navigate or requires extensive training, user adoption will suffer, and the benefits of the CRM may not be fully realized. When evaluating ease of use, we consider the following factors:
Integrations
Businesses rely on a wide range of tools and applications to manage their operations. CRM systems should not exist in isolation but rather integrate seamlessly with other key business apps. When evaluating integrations, we consider the following factors:
Customer support
Even the most user-friendly CRM system can encounter issues or raise questions that require assistance from the vendor. When evaluating customer support, we consider the following factors:
Value for money
While the cost of a CRM system should not be the sole deciding factor, it is essential to consider the value provided relative to the price. When evaluating value for money, we consider the following factors:
Company trajectory
When investing in a CRM system, businesses are not just buying a product but also entering into a long-term partnership with the vendor. As such, it is essential to consider the vendor’s track record, stability, and future prospects. When evaluating company trajectory, we consider the following factors:
How we review CRM: Summary Final thoughts on our CRM reviews
TechRadar is committed to providing our readers with impartial, accurate, and comprehensive reviews of CRM software. To maintain the highest standards of objectivity, our review process combines hands-on experience with the platform, thorough exploration of online tutorials and resources, and careful consideration of customer testimonials and feedback.
Considering that over one-third of all CRM implementations fail to achieve their desired goals,choosing the right CRMfor your business is no easy task. Our goal is to empower professionals like you with the insights you need to make informed decisions when selecting a CRM platform for your business.
Ritoban Mukherjee is a freelance tech and innovations journalist from West Bengal, India. His work focuses on reviews, guides, and features about consumer and business software, such as AI website builders and CRM platforms, among other things. He has been published on Tom’s Guide, TechRadar, Creative Bloq, IT Pro Portal, Gizmodo, Medium, Quartz, and Mental Floss.
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