Dears,Like good lighting on a movie set, the best sign of a good CRM is no sign at all. Just as you don’t want the lighting guy to steal the spotlight from Tom Cruise, you don’t want your CRM strategy to steal the spotlight from your product. And you don’t want it to take the focus of your sales force from the product, either. Here’s why: Your product is your business. Without it, your CRM doesn’t matter, your customer support doesn’t matter, and your brand doesn’t matter. Focusing on your CRM—on following up on the leads it provides to you from Twitter or Facebook, on demographics and sales analysis—may help your sales team gain a better idea of what their target market looks like. It will also give you a clearer picture of your most profitable customers, but it won’t help you in the individual sale. Consumers don’t care what kind of CRM software you use; they don’t care if you prefer cloud computing over grid computing, or what kind of application development tools you used; they just want a product they like and can’t live without.
“But CRM isn’t just used in sales, it delivers quality service, too!” you’re probably saying. This is true. And your CRM system is usually the delivery mechanism for that service. But again, the consumer doesn’t care what it is, only that it solves their problem or puts them in touch with someone who can. Using your CRM software to provide support online will help reduce the burden on your call centers, and it’ll certainly please your customers, but service isn’t the final product that they’re looking for. The knowledge management tools you use should fit seamlessly into your customer support without seeming like a new system that you use to collect data, improve marketing, and research consumer trends.
“But CRM isn’t just used in sales, it delivers quality service, too!” you’re probably saying. This is true. And your CRM system is usually the delivery mechanism for that service. But again, the consumer doesn’t care what it is, only that it solves their problem or puts them in touch with someone who can. Using your CRM software to provide support online will help reduce the burden on your call centers, and it’ll certainly please your customers, but service isn’t the final product that they’re looking for. The knowledge management tools you use should fit seamlessly into your customer support without seeming like a new system that you use to collect data, improve marketing, and research consumer trends.
Your CRM solution is a means to an end, so make sure you’re still pushing the product. Because without that, you’ve got a Movie Multiplex, but no movie show.
Enjoy your Weekend and Hope your astro signs are good for the week ahead
Your Partner and Companion
DC*
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