Customer Relationship Management - Put the People before Systems
“Everybody who profits from CRM has their own definition of what it is, but they’re agreed as to what it is not: CRM isn’t about technology any more than hospitality is about throwing a welcome mat on your front porch.” - David Sims. (This is the link to Sims’ telecom and CRM blog, First Coffee. Check it out - good info and links re VoIP, for example).
I couldn’t agree more. All too often, folks implement some fancy-schmancy (and very expensive) “system” complete with complex software - and then wonder why they’re not seeing better results. It’s almost always because the system was mandated from the top down, with no input from the people who actually have to make sales and deal with customers on a daily basis. So, before you make major investments, sit down with your people and talk through all the points, both good and bad. Maybe call a few customers and ask what you could do better. And, be prepared to hear things you may not like.
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