Chapter 2. One Size Does Not Fit All—CRM Your Way

In the first chapter, you learned about the history of how CRM software developed, how its affordability and accessibility for smaller businesses has been improving in recent years, and how important it is that a CRM be easily customizable to suit your business.

You were also introduced to RayDoc Carpets, Doors, and Windows and met Doc, its proprietor. In this chapter, we will begin the process of analyzing the CRM needs of your specific business, and continue using our RayDoc case study as an example of how to match CRM capabilities to the needs of a business.

Throughout this chapter, and indeed throughout this book to the extent possible, we shall focus primarily on the business objectives and benefits sought from the implementation of a CRM system, not simply on the mechanics of installing and using the SugarCRM system.

To help us attain this goal, several extensive sections of this book are devoted to the business analysis process that you...