Dean le Pere

Archive for November, 2008|Monthly archive page

CRM 2.0 is still CRM

In Software, Technology on November 27, 2008 at 16:11

After the countless failed CRM projects back in the early 1990’s CRM became a very unpopular subject. Instead of CRM helping companies retain customers it ended up being a costly undertaking that did not produce measurable results. Everyone blamed the CRM software for this and lots of CRM software companies vanished overnight.
But CRM has made a comeback. Some have tried to call it a different name to distinguish between the old failed CRM projects and the current more successful implementations. But “What’s in a name? that which we call a rose By any other name would smell as sweet” and the same applies to CRM. We cannot blame the CRM software for the failed implementations. But rather the blame rests squarely on the shoulders on the companies that tried to implement CRM. CRM software without a CRM strategy is the same as being on a boat without a rudder. You need to have a CRM strategy and buy in from management for any CRM software to have the slightest benefit.
We should stop concerning ourselves with what CRM stands for (Customer Relationship Management), but rather view it as a tool to increase customer service, customer loyalty, employee productivity, and a means of reducing duplication of effort and input. If the reduction of duplicate work is accomplished both your customer and your staff benefit. And happy staff, means happy customers, means increased revenue, means happy managers.
So lets stop getting bogged down by terminology but lets rather get down to making the customer happy. And you do this by treating the customer like your wife. As David Ogilvy said “the consumer is not a moron, she is your wife.” Treating the customer as your spouse means remembering things, doing things not because there is an immediate benefit to you but always being willing to give. And before you know it you will be getting orders without having to chase the customer for their signature. You will get referrals, and you will gain customers for life.