March 2016 • www.CPAPracticeAdvisor.com 17
Reviews
CRM SYSTEMS
CRM Systems for
Accounting Firms
By John Higgins
A
lthough CRM usually stands for "Customer
R e l a t i o n s h i p M a n a g e m e n t ," i n t h e
accounting profession, we prefer the term
"client" over "customer." When focused on
the needs of an accounting firm, these
systems can ofer a centralized location for
tracking all communications with all cli-
ents, as well as with prospects and other
new client generating activities.
W hile some may think that their Outlook or other
email system offers the same basic tools as a CRM
system, this is far from accurate. W hile Outlook and the
others do ofer varying degrees of additional manage-
ment functions, dedicated CRM systems track much
more than just email, ofering tools for managing and
tracking phone calls, voice messages, text messages and
notes, as well as client documents that have been digi-
tized. Additional tools found in some systems include
advanced practice management and workfow optimiza-
tion controls.
The pr imar y goal, however, is to centralize and
streamline the management of client outreach and con-
tacts, replacing antiquated or separate systems, such as
phone call notes, note pads and spreadsheets.
Although I don't consider Outlook to be a full CRM
system, it does ofer benefts above a basic client roster,
and since it is used by a vast majority of professionals,
we've included it in this article. At the least, it will allow
users to benchmark their current system and see if they
are utilizing Outlook fully.
So let's take a look at what the market has to ofer. Tese
are the CRM systems included in this review:
• CCH iFirm
• Microsof Ofce 365 Outlook
• Ofce Tools WorkSpace
• Results CR M
• Zoho CR M
For each solution we have included information on the
usability of the program, key features and functions, options
for customization, integration tools, and pricing. ●
John Higgins, CPA.CITP is the
co-owner of CPA Crossings LLC.
He is a strategic technology advisor
to accountants and tax preparers on
workfow automation, cloud accounting
and other applications of technology to
increase productivity and proftability.
John has recently launched his frm's
new Cloud Accounting Learning Center. Visit his web site at
www.cpacrossings.com for more information.
For full reviews, go to
www.cpapracticeadvisor.com/12178117