The problem with these companies is not that CRM automation fails to meet expectations. There are several reasons why these systems don’t always generate desired results. And most times, it has nothing to do with software. The biggest mistake that a manager can make is think that once software is installed, all problems will be solved. To be successful, a CRM initiative must be a company-wide strategic culture change and process design. It entails getting all your employees (not only customer service) to change way they perform their every day tasks so that appropriate information is collected and used in a productive way. The software is just a tool that keeps things organized so that a successful CRM is easier to accomplish. As any change in a corporate culture, this project requires complete support from senior management.

One of most common problems is that data collected isn’t used. Great sums of money are invested in collecting all different kinds of information on clients, yet many times this information is never analyzed, never used to understand customer or provide all benefits that CRM can deliver.

For better results, a company investing in CRM must first evaluate their current situation. They should determine what problems need to be solved, and what type of data are needed. Since implementation is often a complicated process (especially in large companies), it is vital to get input from all departments. It is also a good idea to include your customer in process to get a better idea of what changes will be embraced. Often when a CRM initiative is left up to IT department, it is harder for other areas of company to accept any changes in processes (which are usually substantial). To be successful, initiative must take place throughout entire company. Employees must be trained to function with new technology and processes.

When considering a vendor and/or product, it’s imperative that any software, system or processes implemented are flexible. They can then adapt, along with a company, to changing times and trends. This is especially useful in growing businesses, where needs might change as client bases grow and business expands.

No matter what precautions you may take when planning and implementing a CRM initiative, only thing that can assure its success for company are your people. After all, whole concept of CRM is based on relationships. And those can’t be completely automated. There is no technological substitute for a friendly voice or face that understands a customer’s troubles and is willing to go above and beyond to provide best service. CRM can only help a company manage these relationships to provide a more personalized service to loyal customers.

A “yes” answer to one or more of these questions means that there is room for improvement. And unless you and others involved are determined that change is essential, it will never happen, and any potentially great idea will never come to fruition.

Places to Start

One undeniable place to start, once you have decided to charge ahead, is a most excellent book titled Scientific Advertising. This brilliant publication, which came out in 1923 (no less than 80+ ago!), was written by a very successful adman, Mr. Claude Hopkins.

As title clearly suggests, Marketing and Advertising can indeed be approached scientifically. Through tracking of various efforts—the success of a headline, copy, rate of response to a coupon, or other call to action—what works can be determined, as well as what doesn’t. In a nutshell, follow Claude Hopkins’ ideas even today, and you will turn your Marketing 180 degrees.

As preface to book says (and I paraphrase somewhat here): “This book is hopelessly out of date, but amazingly current.”

To those who know this powerful book, it is Bible of Marketing. Read it, and read it again. Implement what it propounds, and you will see changes—the content is as true today as it was when it was first published.

Use this as your starting point, and see your Marketing truly produce results that you expect. Never again leave campaigns to chance, and really know what works towards creating a money-making machine!

Josh Barinstein is President of Red Frog, Inc., the Portland, Oregon ad agency that provides worry-free experiences and powerful results in the areas of Marketing, Print design, Web/CD-ROM development, and Video production.

Learn more at www.RedFrogInc.com or by calling 888-955-0550.