The story of emperor's new clothes is a fairy tale about men who fooled emperor into believing that they had made him a beautiful suit of clothes. In fact they had not made anything. The emperor went out in public wearing nothing but his underwear because he didn't want to appear stupid since they had told him only wisest people could see fine fabrics.When emperor went out in public a little child yelled..."The emperor isn't wearing any clothes!" Today I am that child.
"CRM doesn't cover your mistakes or fix your problems and you have been lied to about its ability to "manage" your client relationships!" CRM is a system that is based on faulty logic. The premise that companies can manage clients is foolish!
Business 101 will tell you that clients manage businesses. They tell company what to sell, when to sell it, how to sell it, where to sell it, and will stop buying it on a whim depending upon a long list of uncontrollable situations (they are getting older, economic circumstances, politics, trends, health issues etc etc.)
What does CRM do? It lulls CEOs, sales and marketing department heads into believing that they can hold onto clients by using data alone. CRM bogs down sales & marketing teams and creates massive amounts of additional work, keeping them connected to their computers instead of visiting clients. CRM requires cleaning just like any other database and larger database more time it takes to clean. The sharing of information within a company can, in some instances, actually slow down process of customer service, since more people are now involved in decision making processes. The bottom line of customer service is pushed to side and direct mail marketing moves forward. Direct mail marketing has abysmal response rates and even if it was improved is a poor alternative to actually communicating with clients.
Now is time to go put on your clothes and fire tailors!
You have spent a fortune in purchasing software, you spent thousands of dollars on man-hours used up in training and retraining, sent memos and held staff meetings, paid tailors(I mean consultants), and still are no closer to getting customer loyalty than you were 6 months ago. As a matter of fact it may be worse because client services have suffered while you spent all this time getting CRM up and running. Cut your loses and run!