Choosing CRM software for SMEs: 7 key criteria

What is CRM, and when does a business need it?

CRM (Customer Relationship Management) software brings together all customer information, interaction history, sales opportunities and after-sales care activities in one place. Instead of each salesperson keeping their own file, all data is stored centrally and updated in real time.

Businesses usually need a CRM when familiar warning signs appear: customers complain about being called by several different people or being forgotten altogether, and managers don't know how many opportunities the team is pursuing or how many deals could close this month. There are many options on the market, from international platforms such as HubSpot, Zoho CRM, Salesforce and Odoo to numerous local solutions. Rather than choosing based on advertising, evaluate them against the following seven criteria.

Criteria 1 and 2: Fit with your sales process and ease of use

Criterion 1 – Fit with your sales process. Before watching any demo, map out your current process: where customers come from, which steps they go through, who is responsible for each step and what it takes to move to the next one. A company selling project-based solutions with sales cycles of several months needs to manage quotes and contracts over multiple rounds, while an online cosmetics store needs to handle hundreds of messages a day quickly. A good CRM must let you customize sales stages, data fields and lead assignment rules to match the way your business actually works.

Criterion 2 – Ease of use. No matter how powerful the software is, it's useless if employees won't enter data into it. The interface should be intuitive, logging a call or updating an opportunity should take only seconds, and above all there must be a good mobile app for teams who often meet customers in the field. Let your salespeople try it out and score it themselves, since they're the ones who will use the software most every day.

Criteria 3 and 4: Integration and automation

Criterion 3 – Integration capabilities. A CRM only delivers value when it connects with the channels and systems your business already uses. If staff have to copy customer details by hand from your Facebook Page into the CRM, the data will soon be incomplete and inaccurate. Check the list of built-in integrations carefully, as well as API access for when you need custom connections.

Criterion 4 – Automation. The right CRM cuts out repetitive work: it automatically assigns new leads to staff by region, reminds them to call back, sends thank-you emails after a purchase and flags opportunities that haven't been followed up for longer than a set number of days. These small automations help your team avoid missing customers and spend more time actually advising them.

• Lead capture channels: website forms, Facebook, Zalo OA, email and phone systems.
• Operational systems: accounting software, e-invoicing, inventory management and e-commerce marketplaces.
• Productivity tools: calendars, business email, Google Workspace or Microsoft 365.

Criteria 5 and 6: Reporting and data security

Criterion 5 – Reporting and analytics. Leadership needs to see the business picture without waiting for month-end summaries. A CRM should come with core reports built in and let you create custom reports for your own needs.

Criterion 6 – Security and data ownership. Your customer list is one of your most valuable assets. Assess granular permissions (staff can see only their own customers), access logs, two-factor authentication, where data is stored and the backup policy. Also ask clearly whether you can export all of your data if you ever want to switch to another system, and how the vendor helps you comply with Vietnam's personal data protection regulations.

• Sales funnel: the number of opportunities at each stage and the conversion rate between stages.
• Performance by source: which channels bring in the most customers and revenue.
• Staff performance: calls, meetings and sales measured against targets.
• Revenue forecasts based on the value and likelihood of closing of open opportunities.

Criterion 7: Total cost of ownership, not just the license price

Many businesses compare CRMs solely on the price per user per month, then are surprised when actual costs turn out much higher. Total cost of ownership (TCO) covers every cost over the entire period of use and should be estimated over at least three years.

Also consider scalability and the quality of the vendor's support: do they offer support in Vietnamese, respond quickly when problems arise and have a clear product roadmap? Cheap software that has to be replaced after two years because it can't keep up with your growth usually ends up costing more than the right choice made from the start.

• License fees by number of users and feature tier; note that key features may only be available in higher tiers.
• Implementation costs: configuration, migrating existing data and integrating with other systems.
• Training costs and the time employees need to get used to a new tool.
• Annual costs for customization, maintenance and technical support.
• Costs of scaling up: adding users, branches or storage capacity.

The selection process: from shortlist to real-world trial

Once you have your criteria, turn them into a weighted scorecard in which fit with your process and ease of use usually carry the most weight. Shortlist three or four products and ask vendors to demo them using your actual sales scenarios rather than a generic presentation.

Make the most of the trial period by having a small group of employees use it with real data for a few weeks. When rolling out for real, start with the core features, clean up old data before importing it and set clear rules for keeping information up to date. If your process is too specialized for off-the-shelf software, GREEN TECH can help customize it, integrate your CRM with existing systems or develop a custom solution.