Customer management is essential for companies to survive. Customer data is just as relevant as a clear workflow. Large companies in particular therefore already use customer relationship management (CRM) systems. However, smaller companies also benefit from the use of customer management software. But which CRM tools are suitable for your company? In our CRM comparison, we compared 20 CRM providers based on more than 150 different criteria in 13 categories. The CRM comparison provides you with optimal orientation when selecting software. You can download the summary of the comparison as a PDF free of charge.
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CRM definition
Customer Relationship Management (CRM) stands for the entire management of customer relationships. Regardless of whether it involves measures in marketing, sales or support for customers. CRM involves interaction with the customer across all channels and across all departments. CRM software supports the following tasks:
- Establishing, maintaining and strengthening customer relationships
- Differentiate customer relationships according to individual customer needs
- Align customer communication according to individual customer needs
- Measuring various customer-relevant KPIs (e.g., customer lifetime value)
- Systematize customer processing
- Optimize processes in customer management
Would you like to learn more about CRM software? Then you should also read our whitepaper “Customer Relationship Management – CRM Software Selection in Practice”. In the whitepaper, we give you an overview of the use of CRM systems, look at various approaches to selecting a suitable CRM solution, and show you important aspects of CRM implementation, among other things.
The general functions and features of CRM software can also be found in our CRM comparison. In doing so, we have extensively compared the various CRM providers with each other.
Categories in the CRM comparison
Our CRM comparison has compared the different providers in a total of 13 categories:
- General information about the providers
- Language of the user interface
- Industry specialization of the providers
- Basic functions of the solutions in comparison
- Address management
- Communication functions
- Appointment management
- Interfaces
- Reporting functions
- Sales & Automation
- Legal criteria
- Additional services of the providers
- Pricing approach of the systems
We have compared these CRM software:
Extensive functions with all providers
Basic functions
In our CRM comparison, all providers offer extensive functions even in the basic configuration of their CRM systems. The basic functions queried include user/authorization systems, installation on a dedicated server or provision as a cloud solution (SaaS/ASP). In addition, we asked about the possibility of a mobile app and the features:
- integrated search function
- general API
- data import as well as data export
- template system for graphics
- customizability of the user interface without programming knowledge
- use of AI
- Gamification
- Whitelabel option
On average, the 20 featured vendors offer the majority of these features. In some cases, they place special emphasis on their CRM tools. For example, there are three providers in the CRM comparison that focus on a user/authorization system and installation on the company’s server. Five other providers, on the other hand, focus on cloud tools. In addition, a total of five CRM solutions offer almost all of the basic functions queried (except for a maximum of one that is not covered).
Specific applications from address management to reporting
CRM solutions must cover several application areas in companies: Address management, communication tool, appointment management and reporting. In our CRM comparison, we have therefore compared these areas of application in more detail for each CRM provider and looked at individual relevant functions for these areas.
Address Management
In address management, all CRM tools show a very wide range of features. From the assignment of contact data (company data to people, contacts to sales people) to the scoring of addresses and contact data to the management of social media contact data and tool-specific features. Most tools cover nearly all of the address management features we queried. There are only a few outliers. In addition, many providers offer further features in the address management application field that go beyond the functions queried.
Communication
Nowadays, communication with customers does not only take place via mail, letter or telephone. Accordingly, we surveyed various communication channels in our CRM comparison. In addition to e-mail, telephone and letter, these include newsletter campaigns, online meetings, chatbots and Whatsapp as a social media channel. We also took into account the option of audio notes and text templates as well as the connection to Gmail. This field also shows extensive coverage among most CRM providers in our comparison. A few providers also offer additional functions such as the connection of lead marketing automation or voice connection. However, audio notes and/or their transcription are an area that can still be expanded in some cases in 9 of the 20 providers.
Appointment management
In the appointment management application area, all CRM solutions offer an appointment calendar. Many also offer a group calendar and the option of booking appointments online (12 out of 20 providers). Reminder functions and integrated task management are also supported by at least 90 percent of the CRM tools. Individual solutions also enable specific invitation management and the joint finding of appointments in different time zones.
Reporting
All solutions in our CRM comparison offer reporting functions. However, the scope varies considerably depending on the provider. For example, three out of 20 providers offer only one to three reporting features, such as target/actual analysis or a funnel report and lead source analysis. The majority of CRM tools, however, offer at least four of the reporting functions we asked about. These include, for example, the funnel report or the lead source analysis for almost all providers. Most CRM providers also offer customizable dashboards for marketing and sales.
Simplifying processes with marketing automation
Marketing automation is becoming increasingly important in companies for optimizing marketing activities. That’s why we’ve taken a close look at features in the “Sales & Automation” category:
- Create quotes from the software
- Marketing Automation Functions
- Trigger functions
- Digital signature functions
- Invoice creation
- Sales commission invoices
- Affiliate platform connection
- Lead routing
- Deposit of contract documents
In the area of “Sales & Automation”, there are considerable differences between the software providers. Most providers offer at least six of the nine features queried. However, the self-reported intensity of the functions varies considerably. In addition, there are four providers who have integrated fewer than six of the nine functions.
Interfaces for optimal management of customer data
A CRM tool needs a variety of interfaces to support marketing and sales. In our CRM comparison, we asked about interfaces to ERP systems, ticketing and calendar tools, e-commerce platforms, and reporting, email marketing and digital signage tools. We also asked the providers about connections to marketing automation and social media as well as webinar tools. The various CRM solutions show very different connection options when it comes to interfaces. Some CRM tools offer simple API connections or individual programming. Other tools are designed for specific software and can only be connected to this software.
Legal criteria for CRM tools
CRM systems always place high demands on data protection. Legal criteria such as the server location or the encryption of personal data are correspondingly important. In addition, it is relevant for companies whether a standard contract for commissioned data processing can be concluded. If applicable, the CRM provider is also QMS or DIN certified. In addition, we asked about other data protection-relevant criteria in the CRM comparison. When it comes to the legal criteria, providers show great data sensitivity. Eleven out of 20 CRM tools even have certification.
Pricing models of the providers: Number of users decisive, significant differences in starting price
Last but not least, the costs for CRM tools in marketing and sales are relevant. This is evident across all CRM providers: The number of users is decisive for the costs of most tools. Almost all providers have a user-dependent calculation. Sometimes, however, the costs also vary depending on the provision of the CRM tool: On Premise or Cloud. Additional services and modules also influence the price.
The starting price per month, unlike the cost factors, shows a wide range. Some providers state that they have no minimum costs and even provide a free tool up to a certain number of users and addresses. Other CRM tools start between 10 and 79 euros per month. One provider stands out with a monthly starting price of 1,000 euros. Vendor pricing models may also include additional costs for implementation and support.
Some providers also gave us annual costs for a typical customer setup. These range from 480 euros to 5,000 euros. There are minimum contract periods for a total of 16 CRM providers. They range from one to 24 months.
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