Dr. Antony MichailMike
You raise various excellent points in your article! CRM, as you mention, is about relationships! SA companies must realise that CRM is not about giving something to a customer - but must give something specific to the customer. Something that has value to their customers and not them.
Yet, from my own experience, a company to reach that stage to build such relationships need to have an up-to-date database with all relevant times. I think you will agree with me, the numerous times that companies have not thought fully the whole CRM process & strategy and end up after few months attempting to add more data to existing customer databases. A good database with all relevant data and variables can help companies shape their existing but also future CRM strategy that will add value to both companies and consumers.
Thanks again for your useful article.
Dr. Antony MichailPlease note the following correction:
2nd paragraph, 3rd line please replace the word "times" with "data" (before the dot)
Mike TabernerThanks for the comment. And yes I do think that the data is important. My frustration simply stems from companies who think that they can tick off the CRM box, because they have commissioned a data company to provide data.
Andrew HeriotThe author is quite right to point out that CRM is not just about data. It cannot exist without it, but it really relies on how you use it rather than whether you have it. I like to think of CRM as an activity – it is an ongoing process that involves listening to and engaging with your customers. Knowledge base software, for example, allows for a two-way relationship between a business and its customers, with information added by customer service representatives that takes previous interactions into account. This means that, crucially, you can show your customers that you have learnt from past experiences and that you are using your data wisely to inform and enhance your relationships with them.
Andrew Heriot, Head of Services, EMEA, Maximizer Software
Mike TabernerI think that the "conversation" is the key and whatever tool you use to accomplish this, then that it fine. Organisations must though actively engage. This may "cost" a little more in the short term, but the long run benefit will be felt in the bottom-line
Brad HodsonYou had me worried there for a second when I read that title. I was gearing up to write a nice rebuttal, but after reading your opening lines, I realized that you're right on the money and a title like this is indeed necessary in this CRM landscape.
CRM is almost lost right now. We've forgotten why we needed it other than "this guy says I should get a CRM... so I did." I chalk this up completely to the CRM developers and vendors. If they understood the real purpose better and were able to better convey that to their customers, we would have a much more efficient work place and much higher CRM adoption rate.
But we don't. All we have is confusion, and only a few vendors (like JobNimbus - http://www.jobnimbus.com) stick out amongst all the noise as understanding that CRM is about making the relationship with the customer the focal point of any transaction.
You're totally right and we need to hear more of it to turn things around for the better.
Mike TabernerI may have been a little guilty of "link baiting" with the title, but the intent was to get people thinking. Commissioning a data cleansing process does not equal CRM. Mining your data does not CRM. CRM can use data as a tool, but it is not possible the other way around.