CRM was supposed to bring companies closer to their clients. The basic idea was to; find out what a client wants and needs, give it to them, and get them to be your client for life. But as with all good technology, it hasn't actually brought sales teams, marketing departments, or customer service departments any closer to customer at all! Technology is a cold hard process that rarely subsitutes for a human voice and social interaction.
I really feel sorry for companies that struggled with software, dumped thousands and thousands of dollars into consulting sessions, developed training manuals and trained trainers, held meetings and issued management memos only to find that problem of customer loyalty was same if not worse.
They had right idea but they were listening to those lame marketing gurus again! The same guys who have been promoting direct mail postcards as best choice for farming prospects at a whopping 1-3% response rate!! (Whopee! Where do I sign up?) Seeing technology as a cure all for customer service is a grave mistake.
First of all there is a serious problem with oxymoron Client Relationship Management. Intimate loving families can't manage their relationships! How in heck is a company that sees its clients only a few hours each year going to manage relationship?
At best, you can sustain, grow,and cultivate relationship. At worst, you will lose it due to changes in client's circumstances, competition, economic and political factors, changing markets or (heaven forbid) your own terrible customer service and shoddy workmanship. But you will never be able to manage your clients. As a matter of fact... it is client who manages you. They tell you what products they want, and what your product is worth, how they want it delivered, and like green french fries or dirt flavored jelly beans, whether they want it at all!
Companies that have to fight for their customers are doing something wrong. It usually stems from not understanding customer. Going to a computer program to glean information, or find out what customer wants is just plain crazy.
Let me give you an example from my own shopping habits. There are 4 major supermarkets within a 5 mile radius of my house. One has great produce prices, others don't. I usually shop at that market for produce,and meats only because their other prices are too high. I have a membership card with that store. Do they know why I only shop for produce and meat at their store? NO! Will my shopping habits change if their prices change? Yes. Do they know that? No. Can they get that information from my membership card? No. Can they get it if guy at checkout asks me? You bet! As a matter of fact I have volunteered information. I have told checkers in passing on several occassions I think their produce prices are best in town...do you think that information got to store manager? Who knows! Am I going to seek out manager to tell him? Is he going to go in office and make note of my comment somewhere so he can serve me better? No way!