| CRM--It is Not a Easy Task | | | | provide an even better service for the customer? |
| CRM integrates people, process and technology to | | | | But at the same time if you see frustration on a clients |
| maximize relationship with all Customers. CRM is | | | | face, you can act immediately to turn a problem into a |
| comprehensive approach that provides seamless | | | | success. Some of the most loyal customers come |
| coordination between all customer facings functions. | | | | from a bad situation turned surprisingly good. |
| CRM increasingly influence internet. | | | | Let me give you an example which happened with me. |
| But as I am going to mention below CRM exactly | | | | Last month I ordered for pizza at the famous pizza |
| doesn't solve the customer queries or does it build | | | | delivery house located in heart of the Chennai city. |
| relationship between customers and company in the | | | | Because of mishandling of the package, when the |
| long term relationship. | | | | delivery boy was handing it to me the pizza got |
| CRM hasn't actually brought the sales teams, | | | | damaged. When I called up the manager and asked |
| marketing departments, R&D, or customer service | | | | him what should be done with the spoiled pizza, he |
| departments any closer to the customer at all! | | | | immediately remade the order and delivered it to me |
| Technology is a poor substitute for the human voice | | | | at no extra cost. After that I never looked out for |
| and social interaction. | | | | another pizza house and I was so much impressed |
| Let me first tell you that there is a serious problem with | | | | with that gesture from the manager that I started |
| the oxymoron Client Relationship Management. If | | | | ordering every weekend. The pizza house certainly |
| Intimate loving families and friends find it difficult to | | | | got its money worth on that INR 300.00 investment. |
| manage their relationships how is a company that | | | | And if I had to replace that pizza myself it would have |
| sees its clients only a few hours each year going to | | | | had a totally different outcome. CRM cannot be |
| manage the relationship? | | | | credited with the success of the managers handling of |
| Building layers of separation between the company | | | | this problem. |
| and the client, software programs, auto responders, | | | | Customers are really hungry for those pleasing little |
| marketers, voice mail systems, web sites, and self | | | | experiences when they spend their money, and |
| serve check outs are the death of communication | | | | although everyone complains about unfriendly service |
| between a business and its clients. Most people won't | | | | and moans that businesses should be more |
| try to navigate the tangle to tell you that they are | | | | customer-oriented, the situation doesn't really seem to |
| dissatisfied, they will just leave...and you'll never know | | | | be improving. And this has negative consequences, |
| why because they won't leave a message on your | | | | both for the customer and for the provider |
| voice mail a note. | | | | There is no better client relationship than the one that is |
| Marketing managers spend a lot of time gathering | | | | face-to-face, person-to-person. Every companies |
| information on their customers, information that, | | | | Customer Service Representatives are the front line. |
| unfortunately, is rarely analyzed and even more rarely | | | | They are every company's image; they represent their |
| put to any practical use to improve the service to the | | | | company much more than company logos or ads. It's |
| customer. This field of activity is called Customer | | | | a lot cheaper to pay customer service people a living |
| Relations Management (CRM) and is implemented with | | | | wage and use them to get the information needed, |
| the aid of a great deal of money and even more time | | | | than to dissipate thousands of dollars and man hours |
| in many companies. But what is the use of gathering all | | | | on CRM software that cannot. |
| these data and storing them if they are not used to | | | | |