Sunday, July 17, 2005

CRM de la CRM..

Sounds so good but are you missing the point?

CRM software is the talk of the town and products like those offered at salesforce.com can help you with ready to use software that includes all the relevant relational database needs. But what are you really in need of? Is it a revelation or two?

The assumption is one of three things. You are a large enterprise thriving to regain some personalization in your organization, you are a small business that is in desparate need of organization for customer accounts to maintain and grow your business, or you are a one man show for now and need the software to invest in the future of your operation when you are no longer wearing all hats in your organization.

Whatever the case just don't misunderstand. CRM is something that involves the human touch of midas. You need customer care. Your customers are people too and the more you know the better your marketing strategies can be. The great chance you have of children and grand children of these customers becoming long term customers themselves.

Just don't think that all customers need is to give you their money. They need the humanitarian feel to stay loyal.

They need to be more than just data fields. You need to understand when Joe Schmoe says he needs to complain or has a concern.

You need to hear it when he says he didn't receive his shipment. You need to provide incentives after 10 years of purchasing. You need to track how many new customers he's brought to the business.

You need to include available discounts to him. Customer Care and Sales are two things, keeping the ones you have and learning more about them to generate stability; and you need to acquire new customers without showing preference. ITs a balancing act that requires some thorough tools to perfect.

Just make sure you're working with a little more profundity than your software.

This means your customer service and sales staff should be using the software take notes not to do the work for them.

Another noteworthy observation are the over looked "good guys" the manufacturers that sell to dealers and end users alike. The charities and nonprofits who aren't as concerned with leveraging sales history but rather better customizing the offerings to those that need it the most and have fewer options. Likewise, the concern over extending products and services to those in more remote locations throughout the world.

CRM 3.0 is Microsofts newest contribution to the cause and I must admit it looks great but buyer beware if you are compromising the definition of your organizations truest needs you're not really automating your complicating the matter further.
Link

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