CRM Related Services

Before any conversation related to Contact Relationship Management (CRM) can begin, we have to have a clear understanding of what the definition of that term is. Most people, incorrectly, believe that it is a piece of software that magically transforms their company into a great customer focused organization. Let us be very clear, it is NOT the technology.

It's an Attitude of Focusing on the Customer
Without establishing a black-or-white definition, CRM is rooted in an organizational philosophy and business strategy that says something like "I want to get closer to each of my customers, deliver value to them now and proactively adapt to their needs."  Think of the small-town butcher shop or local grocery store. These businesses understand the needs of their customers and develop close relationships to sustain that business. They don't focus on technology; they focus on customer service, on their process.

You should consider the following questions long before you start making any software purchases:

• How well defined is my CRM strategy?
• How does it set my business apart from my competition?
• How will my business evolve to continue to satisfy existing customers and attract new ones?
• How will my processes and technology change to support my goals?

None of the above require any software and depending on your answers then software and technology may or not be the correct solution for you. Without answering these questions first; then, as the saying goes, "If you always do what you've always done, you'll continue to get what you've always gotten."

If your CRM efforts focus solely on applying technology to what you do today, you may get work done faster or be able to get more of the same. On the other hand, maybe you won't even get that benefit.  A study presented by the Gartner Group identified that in 32 percent of sales technology projects, little or no use was made of the new technology 12 months after deployment.

More than Software: Making CRM Work
Who hasn't seen or heard about the ultimate CRM solutions being offered by software vendors today? Modular systems designed to support rapid customization for your business needs Analytic engines that allow you to "slice and dice" market data a million different ways for any number of your customers Web phone, real-time video and other advanced interfaces that offer your customers new ways to ask questions and/or request service.