 [Roger Strain] The moment a CRM project goes live should be an excuse for celebration: a milestone successfully reached, the culmination of weeks or months of effort. Yet all too often it slips by like an unwanted birthday, unnoticed and unheralded.
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 [Roger Strain] The idea of buying software as an ongoing service rather than a shrink-wrapped product is not particularly new. Buying software as a service (SaaS) is a bit like buying a pay TV subscription. By contrast, buying software as a product is like buying a microwave or a TV.
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 [Roger Strain] Customer relationship management (CRM) has been an IT industry buzzword for years - but like most buzzwords, it's used so loosely and in so many different ways that it can be difficult to work out what it actually means. So, for all those who thought they were the only ones feeling the confusion, here is a CRM primer - without the buzzwords.
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 [Roger Strain] As humans get ever more conscious of the fact that we need to change the way we work, eat, live and consume - not just for the sake of the environment but for our own survival - organisations are under increasing pressure to use energy more efficiently. But it's not just new gadgets and new design techniques that will make the difference. When you turn an energy-conscious eye on any business, there are many small changes to make that can add up to big impacts. Even customer relationship management (CRM), my own area of expertise, has a contribution to make.
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 [Roger Strain] Quick, think of something you wish you could do to manage your relationships with your customers better. Offer them more self-service options? Remind them tactfully and cheaply when bills are due? Get more useful feedback about their experience of your product or service? Make sure whoever deals with them always has access to all the relevant information and is properly empowered to deal with whatever issue comes up?
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 [Roger Strain] CRM software implementations can be delicate affairs, as many organisations have discovered to their cost. Yet success is not difficult to achieve, given good groundwork and careful project management. If your organisations get all of the following 10 things right - or even most of them - a CRM success can pretty much be guaranteed.
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[Roger Strain] It's no longer enough to have good products and deliver adequate service - successful marketing today is all about creating and sustaining a customer experience that people want to come back for. And financial services providers who take advantage of already available technology are going to have the edge in an increasingly crowded marketplace. |
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