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Posts Tagged ‘CRM’

Sure you can beat my price, but can you beat my CRM?

In Software, Technology on January 30, 2009 at 16:03

Every company has competition. Every company tries to differentiate themselves against other companies so that they can some form of edge over their competitors; whether it is a lower price, better support, a better product, etc.

And although winning customers is very important, retaining them as customers is even more important. But then why do companies often neglect this important aspect of business. Remember you can have no better sales person on your team than a happy customer telling others about your fantastic product or service. So you need to invest in some form of a Customer Relationship Management (CRM) strategy. Because if you don’t you will get an unhappy customer. And having an unhappy customer is not what you want. They can cause a lot of damage to your reputation and could be the cause of the downfall of your business.

Well, then what is CRM? CRM is a strategy, CRM is a business process, and CRM is a mentality that needs to permeate your whole business. Selling is only one aspect of a CRM strategy. As is customer service. CRM should be viewed as a journey where you gather information about your prospect or customer along the way, but your final and ultimate destination is a loyal and satisfied customer. Remember that someone will always come along and offer the same service or product at a lower price. And if price was all you had going for you then your business will definitely not stand the test of time. You need to build relationships with your customers. You need to build customer loyalty. And this loyalty must not be built with your sales representative, but with your company as a whole. Because let’s face it, sales people come and go.


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.