CRM System or Strategy

If you have a CRM system you have to ask yourself the question, is it your my system or my strategy that really makes the difference?

CRM has evolved and is continuing to evolve quickly. The systems or platforms have become extremely powerful and can do much more than what CRM has traditionally referred to. So because of that, we see clients really focusing their efforts on their CRM strategy now. The systems and people that use them have become the vehicles for executing your customer relationship strategy. This strategy affects your mission and your brand and the process you implement sets the coarse of how you will deal with every interaction you have with your client.

 In the past CRM was focused on sales and marketing and sales force automation. Now we see companies using CRM in all areas of their business and in the past couple years more and more clients are using it in service and operations to tie in more of their customer interaction. This is because many clients have realized that controlling and being able to monitor everything that can affect their client is a great way to gain customer satisfaction and customer loyalty, thus making it easier to grow their business.

If a company performs well for a client in a number of areas and falls short in only one area, what do you think that client remembers? Because it is so hard and costly to acquire a new client we see many of our customers focusing on controlling every process that affects that client so that they can minimize the risk of problems arising with that client or head them off before they cause a negative experience.

Yes, your CRM system should provide you added efficiency, tracking, single source of information, automated processes but isn't really all about your clients experience. Take a look at your overall strategy and how it is really affecting your business. If you aren't measuring customer satisfaction then start and then work your way back from there. Aren't we all looking for a true competitive advantage, it may be right in front of you.