Inside the mind of a non-CRM user
"I don't use CRM software" … In business, these might be
famous last words!
The fact is, every person or organization that has customers or
service users employs some sort of CRM - some system to keep track
of those relationships, customer accounts, contact frequency and so
forth.
This might be a dedicated software system called CRM software, or it could
be a system of your own devising. It could even be a sheaf of
Post-Its.
Either way, there seem to be three types of thought about what
method of CRM one is using currently:
- My CRM system is amazing, I barely need to think any more, it
keeps me and my team on track
- Our CRM is probably really powerful, but I just use the basic
functions; or,
- I don't use CRM software.
But if we're all using some sort of CRM system, no
matter how low-tech, what does the "non-CRM user" really believe is
happening with their customer relationships?
They think they'll remember everything.
For example, the non-CRM user keeps notes everywhere, and leaves
them on paper. They can be dug out if necessary, right?
They think they'll remember their scheduled call
backs.
After all, that's what diary for isn't it? However, one
unplanned day out the office or one missed appointment could spell
the loss of a customer, with no colleagues able to dip in and pick
up the opportunity.
They think they don't need to analyse
customers.
"Well, I know which ones pay on time." It's true, but it's not
an advanced way of thinking about your current user base. A good
CRM system should provide you with insight that measurably lifts
sales.
They also think software can't replace paper
notes. For sheer portability that's probably true. Paper
is more convenient for some, of course. Only one tiny problem:
backups. Paper doesn't back itself up wirelessly on a given
schedule. If you mislay a note, that's that, the information's
gone!
Since Chorus successfully migrates dozens of companies in
Bristol to Microsoft CRM every year, we've a fair insight into the
mind of the non-CRM user-and we understand in what ways they're
amazed, pleasantly surprised and suddenly more profitable when they
start using it. The next article will deal with what the
newly-switched-on CRM software user really gets out of it-once they
admit that, yes, they now do use CRM!
