To review the application we have signed up for a free 30-day trial. Only basic information was required and we could even choose our own account http address. The trial version already comes prefilled with demo data that can be easily removed if it is required.
The philosophy of amoCRM is not to charge for its service per user but it rather offers plans that limit (except for the most expensive Premium plan) the number of users, contacts, leads and vary according to available functionality. In general, the application consists of four modules – Leads, Contacts, Tasks and Reports, and they will be reviewed in this article. Traditionally we start with the Look and Feel of the application and will not omit integration options, mobile support and pricing.
Look and Feel
amoCRM is not reinventing something that works well and uses traditional layout (refer to picture below). It uses tabs located in the upper part in the screen to switch between different modules and a navigation bar on the left side that serves as an instant search and filter for the records that are displayed in the main part of the screen. Settings and Account options are located in the top right corner.
There are no customization options for the look of the application besides the color of status for Leads, information displayed in data row, and the number of records displayed on the page. Creating a new record is done via a form that opens in a new tab (just like viewing a record’s details) and we did not like this concept very much as it slows down the process a bit and the main tab has to reload after adding a new record. On the other hand we really liked how the system handles working with multiple records simultaneously (via checkboxes), offering all the possible options right away and editing basic properties of records without opening new tab.
In this section we briefly describe the available modules of amoCRM. Note that not all are available in every plan offered.
We have to begin with Dashboard since it is something that differentiates amoCRM from its competitors. The dashboard informs users about what is happening within their CRM and it is very hard for sales reps to miss important information. Updates, notices, changes and information about new customers are flowing directly into the feed. What makes it even better is the filtering available, but it could be even better had it supported search. On the other hand, each relevant transaction is also noted next to each single record so there is a workaround to it.
The next module is Leads. This module is the core of the system since everything in amoCRM revolves around lead management. Lead management screen has the same layout as the whole application (see the screenshot below). On the left side there are predefined filters available (new can be created as well) and an instant search field. Columns and displayed information can be easily edited and reordered. Importing and exporting existing leads is available to/from .csv file. For every lead many information can be recorded, such as status (custom status stages are supported), budget, responsibility, and related contacts. Notes, tasks and files can be attached as well.
The next module is Contacts. This module is a must for every CRM solution and amoCRM is no exception. This module uses the same layout as all other modules with search and filter on the left (and enables customization of displayed information). Custom information can be tracked for contact as custom fields are supported. Each contact has a responsible user assigned and notes, tasks and files can be attached to it as well. Supported formats for contacts import are vCard and .csv and for export excel, .csv, vCard and synchronization with Google contacts.
The fourth module is there to manage Tasks. It has again the same layout, however when adding new task it is all done in the main tab and no new tab is opened (we like this approach much more). The task can be call, letter or meeting type; it has a day and time due assigned together with responsible person and relevant contact or lead. Tasks can be exported into iCal, Outlook or synchronized with Google Calendar.
The last module is Reports and it serves for sales analysis. We have included a screenshot below of the sales pipeline screen where users can view how the leads move through the sales funnel and what are their conversion rates on active and closed deals. Filters can be applied on the data as well. Other report types include Consolidate report, where aggregate data for leads are available and Report by activities, where data for individual sales reps can be visualized.
The last feature, which we want to write about before moving to integration options, is the User Access Management under the Account option. Administrator can activate or deactivate other accounts here and edit the authorization options for leads and contacts. Viewing, editing, deleting and adding a new record all have individual settings and the three options available are “Not allowed”, “Only if responsible” and “Allowed”.
Integration and Mobile
The application integrates well with many quite popular third-party products. They are Facebook, MailChimp, Wufoo, Zendesk, Xero, Dropbox and Soft Phone. Inside the application they are referred to as widgets and they can be easily activated or deactivated. What is more you can create your own custom widget simply by pasting code. amoCRM also integrates well with your email, as you can simply CC or BCC an email to provided amocrm.com mail address and the email will then be attached to the related contact (or stored in the system and wait for the contact to be added).
As of mobile access support, you can either access the application online via your mobile web browser or free apps for Android and iPhone are available. We have tried the iPhone app, it works either offline or online and providing you with your leads, contacts tasks and dashboard. The app works ok, but some fine-tuning is needed for it to be perfect.
Overall we liked the amoCRM, it is easy to use has a simple and easy to navigate in design plus reports that allow manager(s) to review activity of their reps. Some polishing can be done as the new tab for entering a new Lead slows the process down and we like how it is handled in case of Tasks a lot more. The application offers many integration possibilities that make it a good tool to mange your contacts, leads and tasks.