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CRM in SmallBiz: Disappointing Misconceptions
Top AdvertisementsIncreasing the length of time a visitor is on your website will dramatically improve your ..... In the last few months there has been quite a lot of discussion
on CRM (customer relationship management) solutions in the forums
and ezines. Although it is extremely positive that people finally
started to talk about the one concept that will make the future
of a business successful or unsuccessful, there are quite a few
misconceptions about the term. Those misconceptions make people
lose time and energy finding solutions in areas they should not
be even searching, instead in concentrating on the really
important things.
First, the simplest and the least obvious: Customer Relationship
Management is about RELATIONS between people (yes, business is
done by people, not companies). It is NOT technology. Business
did exist before computers, so relations between business people
existed before computers, i.e. CRM was not invented with the
invention of computers (just the name CRM was). The good
practices of relating with your customer did not become obsolete
with the introduction of computers, though the TOOLS changed. So
we use the same practices, but we take advantage of the
possibilities that technology gives. It certainly is a different
experience for the buyer if he is met on the web site by a human
voice or keyboard chat (LivePerson, FireTalk, HumanClick) which
is what technology now makes possible. The technology enables us
to see how the customer is navigating through the site, and, if
we want to, interrupt him and offer assistance. But I wonder
whether the customer will welcome that. If you are a salesman in
a brick and mortar store, you would watch the expression of the
customer and, based on that, decide to approach him or not.
On the net you cannot see his face (it's questionable if
he'll let you even if possible). In any case, CRM is NOT
technology, so you will not find your CRM solution among SW
vendors. Which brings us to the misconception number two.
Business people tend to search for a CRM solution among SW
developers and vendors. "They know the technology, which I (the
business manager) don't know, so they will know my needs and
how to implement it". If a business manager would object to such
a suggestion he would be labeled "old" and "overdue". In today
fast business lane, fortunes are made fast, and young managers
tend to "buy" a CRM software solution. CRM should already be in
place, functioning, BEFORE starting IT implementation (who has
to forward which info to whom to be ready for who, when' Who has
to respond to what in how much time'). CRM Software solution is
only a TOOL for procedures already in place. Let me draw a
parallel.
With the invention of cars, the way we conduct business changed.
We could do much more business and do it better. But never once,
it occurred to us to let auto designers lead and ENFORCE the way
we are building relations with our customers. So why does
everybody think that software designers are capable of that'
They might be brilliant SW developers, but still they wouldn't
know how to better customer retention in a company manufacturing
Public RelationsIf you pay attention to only one traffic generating idea, this is it! Articles are by far my number one traffic generator for my sites at this ..... furniture. So why do we try to do that' Because it is easier not
to lose time over enforcement of customer retention rules in our
own company, when we can pay someone to do it. Because we have
the money, but we don't have TIME. Well, we can't do that. We
cannot avoid our involvement in the process (and our hours, of
course), although I know most of you didn't want to hear this.
Which brings us to the misconception number three.
You search for an SW solution for your CRM, buy it, and let
those people do their job. As good manager, you organize weekly
meetings to have your finger on things. Because you selected a
SW vendor which is a respectable company, the first thing those
people do, is to organize internal audit. They pass out forms to
people in different departments, to find out exactly what are
the needs of different parts of your company. Alternatively,
they conduct interviews. And that is good. That is much better
then them trying to force their "proven" flow of documentation
Marketing Case StudyWhen you shop around for top paying keywords, you will find yourself faced with such list providers who ..... upon your company. But what they are actually doing is LEARNING
the way your company functions. And the teaching is done by
people who work in each department, that most probably, don't
have the whole picture. So the integration of the whole picture
is done by the SW vendor. Can they learn in a fortnight or a
month'
I would suggest another approach. Find an "oldie" within your
company, preferably one year from retirement. The one that does
know how your company lives, who preferably worked a bit in
sales, a bit in procurement and a bit in support or reclamation.
If he doesn't like computers, all the better. If he later likes
the results, you can be sure everyone else will. Assign him full
time as a liaison, and let him guide the implementation. Have
everyone know all the doors must be kept open for him. Remember,
CRM implementation is about KNOWLEDGE of how your company
functions. It is about how EXISTING customer care procedures
(remember misconception number one') are automated (complemented,
modified) by computers. And if there is no such person(s) within
your company' Well, that leaves YOU. I bet you didn't want to
hear this, but remember that everyday customer relation
procedures will be done by your people, not the SW vendor.
Which brings us to misconception number four.
CRM is sales automation. No, no, no, it is customer support. No,
no, no, it's the lady who says hello answering the phone on the
helpdesk. No, no, no, it's the operator who chats with the
potential customer on the web site. Actually, it is all of the
above. In a company, sales people seldom talk with the ......
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