21 Questions Franchisors Should Ask Their CRM Consultant

When it's time to purchase a new customer relationship management (CRM) system, there's a lot to know. How can you decide which system is right for your franchise, and which consulting team should help you install and maintain it? Below are 21 key questions franchisors should ask prospective CRM consultants about their system and their services:

Questions to Ask About the CRM System:

Will this CRM system be easy for my employees to use? While most systems offer similar core functions, they're not equally intuitive and simple to operate. Choosing a more streamlined system means higher adoption rates and happier employees.

Does this system work with our existing systems and software? If your employees are currently tracking franchisees in Outlook, Excel, or Word files, your new CRM system needs to be able to share data with these existing applications.

Will the system easily grow along with my future needs? Franchisors need a CRM system that's scalable. As your company expands, a CRM system that includes client loyalty programs will need to track millions of records and transactions. Small, niche systems might work at first, but could be quickly outgrown as you add new franchisees.

How do industry analysts rank the CRM software? With a decision this important, don't rely on your own opinion and "gut feel" in choosing a CRM system. Refer to experts such as Gartner and Forrester to learn how your CRM software compares. Is your choice considered an industry leader? If it isn't ranked at all, be wary.

How easily can I integrate the CRM system with my other existing software systems? You probably use at least three to five different software applications to run your franchises now. You can't switch to a single system overnight, so your CRM system needs to be able to work seamlessly with existing systems.

How customizable is the software to meet my unique business needs? No two franchisors use the same processes – each company has their own approach. The ability to configure the software to meet your particular business needs is key.

What skills does my team need to maintain the system after we go live? You want CRM software that relies on industry standard technologies – not a system where your IT team must learn new or proprietary skills or languages.

Can I deploy the CRM software either "in the cloud" or on-premise? Running cloud-based CRM software provides many benefits, but might not be right for every franchisor – especially if you need to integrate with multiple existing systems. Make sure your CRM software supports both the deployment model you need today, and the one you may need in the future.

What kind of development community exists around this CRM system? As with the iPhone, you get more benefit if many third-party companies are making apps and accessories for your CRM platform. Ideally, your CRM software vendor can offer a wide choice of apps and service providers.

What is the long-term track record of the CRM vendor? Look for a proven technology vendor with a long history of software innovation, delivery, and customer support. Evaluate the vendor's financials to make sure they're on stable financial footing. Beware of committing to a vendor that is essentially a "few guys in a garage."

Does the CRM platform support future-looking technologies such as offline access, mobile and Voice over IP (VoiP)? As employees become increasingly untethered and work remotely, your CRM data should be accessible from handheld devices such as mobile phones and tablets.

Questions to Ask About the CRM Consultant:

How well does this consulting team know the CRM system? Consultants may have a smattering of knowledge in several different CRM systems, but be experts in none. A better bet is to choose a consulting team that focuses exclusively on your chosen system.

Does the consultant have experience working with franchisors? Franchisors need a team that understands the unique way they do business. A franchisor's CRM system needs to work for the franchisees, not just corporate staff.

How many large and complex installations has the team completed? You don't want to be the guinea pig if the CRM team has only worked with smaller franchisors and you have 1,000 locations.

How will you track user acceptance of your CRM system? Learn how your consultant will accurately measure and report on end-user adoption. A system no one uses is worthless.

Can this consulting team create the customizations that your business requires? If your franchise system needs extend beyond the basics, make sure the consultant’s staff possesses the deep technical skills necessary to perform complex system customizations. Don’t just take their word for it, make sure you speak with someone from the development team.

What level of ongoing support can I receive? Franchisors need to know their consulting firm will be there in the future, as new franchisees come on board and as the business evolves over time.

Can this consulting team offer a customized version of the CRM system for my industry? The CRM needs of a restaurant franchisor will be vastly different from those of a franchisor in home-based consulting. Your system should be tailored to your business's unique needs.

What type of pre-built tools and templates does the consultant offer? For franchisors, it can significantly reduce customization time if you choose a consultant with ready-to-use, pre-built tools designed specifically for the franchise industry.

How close is the relationship between the system manufacturer and the consulting team? Top-class CRM consultants are often closely partnered with their provider and offer early feedback on new releases of the product. This means the team knows how your system will evolve in future, as new versions of the software come along.

How closely will the consultants work with your technical team? Close teamwork better enables you to maintain, improve, and customize your system in the future. Look into the depth of the technical training offered, and ask if the consultant will offer a developer incubation period, where your teams can work on customizations together.

Still have questions about CRM for franchisors? Sonoma Partners has answers. Contact us and learn more about using the Microsoft Dynamics CRM platform for franchise management.

Request Demo