CRM is software that will magically transform your business.
I guess that's all there is....it's magical. The reality is that CRM is not software even though the software vendors really really want you to believe it. CRM was initally the result of some deep-thinking after the complete failure of the Sales Force Automation (SFA) hysteria. The software companies quickly latched onto the new term for obvious reasons.
I've been just as guilty in the past of failing to expand CRM into Customer Relationship Management. It becomes more apparent that the words "Software" or "Automation" are not there. That word "Relationship" jumps out at me, but I don't think it's jumped out at many others given the state of the market. You really "know" your friends, right? In fact, it would be hard to have a long lasting and close relationship without reallying knowing them. You probably know what they think of you.
CRM is also a plan which is based on an acute understanding of your customers. Knowing which customers are profitable and which customers are not. Knowing what they need, and what they don't need. A solid CRM Plan will help you manage the four bottomline corners of your business: Revenue, Costs, Profitability and Lost Opportunity Costs.
If you are considering that first step into the CRM abyss, or if your looking for some help getting out of it, start with this CRM Definition:
Software will not transform your business. It's there to support your business strategy, which in this case is based on improving your customer relationships. You and your team must define a way you will do business with prospects and customers, not some software package. You must define measureable goals and measure them. You must include all parts of your business in the development of the plan, so they take ownership back and deliver on the plan, together, all customer facing units. CRM starts from the top, not the second tier, such as sales, marketing or customer service. They will be executing your plan....together.
Now you can think about the software. What does it need to do to help you execute your plan? Probably not as much as you thought before you started your CRM Plan. - 15246
I guess that's all there is....it's magical. The reality is that CRM is not software even though the software vendors really really want you to believe it. CRM was initally the result of some deep-thinking after the complete failure of the Sales Force Automation (SFA) hysteria. The software companies quickly latched onto the new term for obvious reasons.
I've been just as guilty in the past of failing to expand CRM into Customer Relationship Management. It becomes more apparent that the words "Software" or "Automation" are not there. That word "Relationship" jumps out at me, but I don't think it's jumped out at many others given the state of the market. You really "know" your friends, right? In fact, it would be hard to have a long lasting and close relationship without reallying knowing them. You probably know what they think of you.
CRM is also a plan which is based on an acute understanding of your customers. Knowing which customers are profitable and which customers are not. Knowing what they need, and what they don't need. A solid CRM Plan will help you manage the four bottomline corners of your business: Revenue, Costs, Profitability and Lost Opportunity Costs.
If you are considering that first step into the CRM abyss, or if your looking for some help getting out of it, start with this CRM Definition:
Software will not transform your business. It's there to support your business strategy, which in this case is based on improving your customer relationships. You and your team must define a way you will do business with prospects and customers, not some software package. You must define measureable goals and measure them. You must include all parts of your business in the development of the plan, so they take ownership back and deliver on the plan, together, all customer facing units. CRM starts from the top, not the second tier, such as sales, marketing or customer service. They will be executing your plan....together.
Now you can think about the software. What does it need to do to help you execute your plan? Probably not as much as you thought before you started your CRM Plan. - 15246
About the Author:
Mike Boysen is a CRM expert and a seasoned CRM professional and the creator of www.effective-crm-consulting.com where you can learn much more than the crm definition in this article.
