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Crm In Smallbiz
By Dinko Bacun, Sat Dec 10th
In the last few months there has been quite a lot of discussionon CRM (customer relationship management) solutions in theforums and ezines. Although it is extremely positive that peoplefinally started to talk about the one concept that will make thefuture of a business successful or unsuccessful, there are quitea few misconceptions about the term. Those misconceptions makepeople lose time and energy finding solutions in areas theyshould not be even searching, instead in concentrating on thereally important things. First, the simplest and the leastobvious: Customer Relationship Management is about RELATIONSbetween people (yes, business is done by people, not companies).It is NOT technology. Business did exist before computers, sorelations between business people existed before computers, i.e.CRM was not invented with the invention of computers (just thename CRM was). The good practices of relating with your customerdid not become obsolete with the introduction of computers,though the TOOLS changed. So we use the same practices, but wetake advantage of the possibilities that technology gives. Itcertainly is a different experience for the buyer if he is meton the web site by a human voice or keyboard chat (LivePerson,FireTalk, HumanClick) which is what technology now makespossible. The technology enables us to see how the customer isnavigating through the site, and, if we want to, interrupt himand offer assistance. But I wonder whether the customer willwelcome that. If you are a salesman in a brick and mortar store,you would watch the expression of the customer and, based onthat, decide to approach him or not. On the net you cannot seehis face (it's questionable if he'll let you even if possible).In any case, CRM is NOT technology, so you will not find yourCRM solution among SW vendors. Which brings us to themisconception number two. Business people tend to search for aCRM solution among SW developers and vendors. "They know thetechnology, which I (the business manager) don't know, so theywill know my needs and how to implement it". If a businessmanager would object to such a suggestion he would be labeled"old" and "overdue". In today fast business lane, fortunes aremade fast, and young managers tend to "buy" a CRM softwaresolution. CRM should already be in place, functioning, BEFOREstarting IT implementation (who has to forward which info towhom to be ready for who, when? Who has to respond to what inhow much time?). CRM Software solution is only a TOOL forprocedures already in place. Let me draw a parallel. With theinvention of cars, the way we conduct business changed. We coulddo much more business and do it better. But never once, itoccurred to us to let auto designers lead and ENFORCE the way weare building relations with our customers. So why does everybodythink that software designers are capable of that? They might bebrilliant SW developers, but still they wouldn't know how tobetter customer retention in a company manufacturing furniture.So why do we try to do that? Because it is easier not to losetime over enforcement of customer retention rules in our owncompany, when we can pay someone to do it. Because we have themoney, but we don't have TIME. Well, we can't do that. We cannotavoid our involvement in the process (and our hours, of course),although I know most of you didn't want to hear this. Whichbrings us to the misconception number three. You search for anSW solution for your CRM, buy it, and let those people do theirjob. As good manager, you organize weekly meetings to have yourfinger on things. Because you selected a SW vendor which is arespectable company, the first thing those people do, is toorganize internal audit. They pass out forms to people indifferent departments, to find out exactly what are the needs ofdifferent parts of your company. Alternatively, they conductinterviews. And that is good. That is much better then themtrying to force their "proven" flow of documentation upon yourcompany. But what they are actually doing is LEARNING the wayyour company functions. And the teaching is done by people whowork in each department, that most probably, don't have thewhole picture. So the integration of the whole picture is doneby the SW vendor. Can they learn in a fortnight or a month? Iwould suggest another approach. Find an "oldie" within yourcompany, preferably one year from retirement. The one that doesknow how your company lives, who preferably worked a bit insales, a bit in procurement and a bit in support or reclamation.If he doesn't like computers, all the better. If he later likesthe results, you can be sure everyone else
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