Does CRM have a recognition problem?
For a start, anything that relies on being called by three
initials is not exactly catchy. Especially if you cannot remember
quite what they stand for.
However, the ten-syllable mouthful "customer relationship
management" is the reason why we need those initials in the first
place.
To add to that confusion, some vendors are now adopting the
"xRM" acronym instead. What does that stand for? Confusingly,
"anything relationship management".
You can see how CRM has a slight recognition problem. And that
might be one of the factors behind why so many businesses seem to
just not 'get' the need for it.
Make the most of external relationships
Well, let's trim it down and say it's simply about
Relationship Management. When you ponder a moment,
everyone can think of an example why businesses might need
that…
Case in point: you call your GP and ask for an appointment.
They've surely got a record of when you were last at the
doctor?
Or how about when you speak to that utilities company? As soon
as you give your name and postcode, in your mind's eye the person
on the phone should be seeing a screen that reminds them of your
account preferences, tells them when your last payment cleared, and
keeps note of any promises made to you by the previous
representative you spoke to.
(If the company you are speaking to doesn't do those things when
you call them, it causes frustration).
If your company is causing that kind of frustration to
customers, it's needless frustration, because that's where CRM
software can help you.
The fact is, any time you have a bunch of people external to
your actual company that you need to work with and present a united
face to, that's where Relationship Management is required (whether
you call it 'CRM' or not).
Chorus been providing Microsoft CRM in Bristol for ten
years, offering advice, installations and help with migrating your
current system. If you would like to know more, please contact us
on 01275 398900.
