CRM Mastery E-Journal shares with us an article about Why CRM Fails to Deliver. I know that I’ve talked about this before, but I just wanted to offer another reminder - especially for those of you who are here for the first time!
I wanted to share my favorite part of the article:
“...many companies still approach CRM as a technology project that will magically build a deep relationship between a business and its customers, when in fact good customer service is more about a change in culture and thinking that needs to go with the technological tools.
This cultural change is the key to fostering brand loyalty, not some newfangled software application or, heaven forbid, another automated customer service phone system.
CRM needs to be more than a marketing tool for bringing new products and channels to market, and if that's all an organization is buying a CRM system for then it's a pretty expensive way to go about it.”
CRM is really just there to keep track of your customers and communicate with them. No technology is going to replace that human connection that you establish with them.
You make a great point. I am the CEO of a small Hosted CRM provider (InsideSales.com). We often have customers sign up for our software hoping that our software will make up for the deficiencies you describe. Even though our system can help a company use their time more effectively, nothing will replace a customer feeling that they are important to you. This cannot be conveyed with technology, software only helps you do it better.
Posted by: David Elkington | September 2, 2006 3:59 PM | Permalink to Comment