CRM Customer s don t Really Matter

CRM Customer s don t Really Matter CRM is to bring business to their customers. The basic idea was to 'know what the customer wants and needs, give and receive from their clients for life.But as with all good art, is not effectively sales teams, marketing, R & , S, or customer service closer to the customer at all! The technology is a bad Subsitute of the human voice and Social interaction.I feel really sorry for companies struggling with the software, has spent hundreds of hours of work for the design and implementation of plans, the subject of 'dumping thousands and thousands dollars in consulting sessions, developed training manuals and training of trainers, meetings and management of the release notes to see that the problem of customer loyalty has been the same if not worse.They is right, but have been l 'Listening to these marketing gurus blade again! The same guy who made the direct promotion of postcards, like the best choice for farmers the prospects of 1-3% of a huge response rate! (Whopee! Where can I sign up?) See technology as a panacea for all customers is a serious mistake.First, there is a serious problem with the oxymoron of Customer Relationship Management. Intimate loving families and friends can not manage their relationships, in which a 50% divorce! How the devil is in a society that sees its customers, only a couple of hours each year, will manage the relationship? At best, it can support, develop and cultivate relationships. At worst, you lose because of the situation of the client or maturing, competition, economic and political factors, market trends, or (God forbid) your terrible customer service and poor quality workmanship. But you'll never be able to manage your customers. Indeed ... the client operates. It will say what products they want and what the product is a value, as they want it delivered, and green as the Edsel and fries, if they so choose, at all! Companies that have to fight for their clients, usually have inteal problems. I heard that the CEO of a major insurance company said, "We stopped advertising, once we have lost 50% of our business this year." This is a company that has problems with the fidelity of customer! Keep customers should never be a great fight and, if so, you do something wrong. Usually, you do not understand the customer. Go to a computer program to improve relations with customers, or what the customer thinks is, frankly, nuts.Let me give you an example from my own habits. There are 4 large supermarkets within a radius of 5 miles from my house. It has a great price, others do not. I usually shop in this market for the products only because their prices are too high. I have a membership card with this store. They do not know why I shop for products in their stores? NO! My change in shopping habits, if their prices change? Yes Do they know that? Then get this information from my card? Then get it if the guy asks me for cash? You bet! In fact, I volunteer information. I said by the way, sir, on several occasions, I believe that their products are the best prices in town ... do you think that the information is to the store manager? Probably not! I look for the manager to tell him? Probably not! But if I go in the office and take note of my comment in any way that it can better serve me? Not at all! Now, do you think the other stores to know why I did not buy their products? They have no idea, even if I have a card with them so that they have no idea why I never buy their produce.In-house surveys and focus groups and "Hi, how ya doin?" Conversations the customer and the company on the same side of the table, to work together as partners to develop better products, services and processes, and cement relationships.Here d another example of the shortcomings of CRM, gas prices are for sales of SUVs. Then the CRM software to tell you that gas prices are under way to reach a peak during the summer? Then the CRM software to tell you that competition is coming with a hybrid that will save 50% higher for the production of MPG. Then the CRM software to tell you that your client has had an accident, which will enter into an SUV painful and difficult, and that for the next few years, will buy sedans? No. .. telephone follow-up, but the seller tells you everything you need to know if you asked the right questions.Building layer of insulation between the company and the client, software, auto, dealers, systems voicemail, websites and self-service check-out is the death of the communication between a company and its customers. Most people do not try to navigate the maze that is dissatified, which will leave ... and because you never know, because he does not want to leave a message on the answering machine or tape a note to self-service register.But see if the frustration of customers, you can do immediately to tu a problem into a success. Some of the most loyal customers come from a bad situation is surprisingly good. Due to a restaurant near my office, I carry the tray to my table loaded with food for 4, all adults in my work. Another customer was suddenly in front of me and all the food on the floor. Fry and beverages worldwide. The operator has suffered from what he has done during the rush hour, asked for my receipt, told me not to worry about this, go sit down, he restored order and gave my table within 5 minutes . For months after we ate there every day, partly out of a sense of obligation, partly because we have faith like this restaurant and the manager, and often have other colleagues or to bring us the food of those to busy to leave for lunch . The restaurant certainly has its value for money for investment to $ 20.00. And if we had to replace a meal of us would have been a completely different result. CRM can not be credited with the success of the treatment of the operators of this service problem.Hire a team of people who like people, are excellent listeners, and who love their work! Hire a team of customer service to solve problems, people who love the challenge of creativity to solve the problems of the people to pay what it's worth! Train to provide all the information from customers for the management immediately. Then the process of management to act on this information immediately. A call to the service or product is a small price to keep their clients and gain referral, and costs much less than the CRM system. There is no improvement of customer relationships is face to face, person to person. Customer service workers are at the forefront. Are the image of your company, representing your company much more than logos or ads. It 'much more convenient to pay the customer the level of support people and uses them to obtain the information you need, rather than wasting thousands of dollars and hours of work on the CRM software can not. Meredith Gossland which owns Lasting Impressions 2 a small business marketing services, specializing in the marketing of greeting cards, custom gift baskets for customers, marketing and multicultural marketing seminars. Contact her at info@lastingimpressions2.com