I have had my own business since I got out the military in 1998. In that time, one of the core things I learned about business is that you have to effectively manage customer relationships to survive. I have tried many different Customer Relationship Management (CRM) systems from paper based to computer systems with all the bells and whistles. So, I know that CRM can be implemented by any business regardless of size, budget, or technological acumen. In this post I will cover a little of what I have learned about CRM. I hope it sheds some light for those who haven’t established a system or are unhappy with the one they have.

The goal of CRM is to create valuable long-term relationships between your company and its customers.  When you are successful at CRM your customers perceive your services and products as a value and this perception can have a direct impact on your bottom line. To use the perception of value to grow loyal customer relationships, you have to let your customers teach you how to service their needs on a one-on-one basis.  Then use this knowledge to find ways to push your customer’s value buttons.  It requires a dedication to satisfying your customers, a dedication that goes beyond a deep corporate philosophy or carefully crafted marketing messages.  If you want to get results from CRM, you have to align your entire business around your customers and that entails more than saying how great your company is. You have to “live your brand”  and that is the topic of another post I should write one day.

CRM is not a technology solution. It goes beyond your computer.  You can’t buy it as software or engineer it as an application.  First and foremost, CRM is a strategic mindset.  You have to:

• create a strategy for CRM
• plan the tactics to facilitate CRM processes
• integrate the technology to support and possibly automate CRM processes
• implement the CRM strategy, faithfully adhere to CRM processes
• track the effectiveness of CRM

For CRM to work for your company, you have to focus your business on CRM.  Marketing, sales, operations, accounting, customer service…all have to work in harmony for CRM to function properly.   The synergy amongst all of your business functions is where technology plays a key role. Even if you wear all the hats in your business you have to find ways to make CRM work across the functions of your business. Just remember, it is not necessary to have a computer based system regardless of the screams you hear. Its all about finding a system that works for you.

Technology allows you to easily store all of the data necessary to manage your customer relationships in a central location. But, you can just as easy maintain a file with a log (old school) to hold all of your data. This data is constantly added to and updated:

• marketing adds data on leads…
• sales adds qualification and requirements data on prospects and generates quotes, make sales forecasts…
• accounting adds invoice and payment data…
• operations adds order or project status data…
• customer service adds customer interaction data…
• research and development (R&D) use data to improve products and services…
• and so on through out the entire relationship with the customer…

Every business function that has something to do with attracting, engaging, servicing, and retaining customer should share pertinent data on the customer.  The key word is share. If there were separate systems for your business functions, one function wouldn’t have a clue about what the other knows about the customer.  There would be no way of knowing what the other functions have done, is doing, or is planning to do for the customer. This causes problems because customers can’t find answers without being given excuses or the run around, customer orders or projects are delivered late because resources are overbooked or tasks are not tracked across the business.  Also, not having enough shared knowledge about the customer’s needs and past history limits the ability of your business to provide solutions and service that truly meet or exceed customer expectations.

An effective CRM system would provide:

• a more complete and accurate picture of your customers
  • shared customer intelligence amongst your business functions
  • a reduction in data entry redundancies and errors
• adherence to and simplification of CRM processes
  • process automation
  • enforcement of business and process rules
• improved customer interactions
  • readily available answers to common questions
  • fast and accurate service

• a way to measure the effectiveness or strength of your customer relationshipsimproved customer interactions
  • reports
  • regular review and assesment of the CRM system

The best CRM system for your company is one that faithfully addresses the goals of your CRM strategy.  The implementation of the best system for your CRM strategy and processes would produce satisfied customers and a significant improvement on your bottom line.

So now you know that CRM is a combination of strategy, process, systems, and implementation geared towards creating loyal and satisfied customers.   If you do a little more research, you will see that CRM is warranted and attainable for your company. If you want to compete and grow, you will have to adopt some sort of CRM initiative.

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OK, here’s the mini-pitch. If you don’t have time to do the research, develop a strategy, implement your CRM system… I can help. There is much more to CRM than my little introduction full of nice business sounding words. I can provide effective real world consultation services for:

• CRM strategy development
• CRM tactics and processes development
• CRM system implementation, including defining requirements, system install, customization, and configuration; and training

Some of you may be wondering why an interactive marketing strategist and developer would be pushing CRM. Well, CRM is a function of interactive marketing so I have researched it, used it, implemented for customers, and have gained the knowledge and experience needed to help others wit it too.

Can your company benefit from CRM? YES.  Can your company afford CRM? YES.  Being successful with CRM all depends on your company’s commitment.  If your company has what it takes to dedicate to true customer satisfaction through profitable CRM, contact me to set up a free CRM assessment for your business.

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