VIEWS: 5 PAGES: 2 POSTED ON: 3/5/2011
Fixing the flaws of CRMs There has been considerable hype on CRM solutions, the productivity, the information, the improved customer relationships, you name it. But everything has its flaws, and the seemingly perfect philosophy has its own too, both psychologically and financially. Repetitive, menial work Its hard work to populate a database; and it doesn’t help if you imagine the number of hours people have to type in the initial content of the database. It has been said that doing this menial task can take up from a few weeks to a good number of months, ouch. This will slow down the whole system of the organization, given the stress interns receive and the panic managers have to go through because of the urgency of the data. In order to solve this recurring problem, a simple but marginally costly measure must be made: hire temporary workers. There is always a small pool in the market that is dire need of a job. They don’t mind if it pays to little, as long as it puts money in the pocket. Those are the people companies must target so as the core group of people in the company doesn’t get unnecessary stress. Design has a purpose You’re not blind; you’ve read the subheading right: design does have a purpose in company efficiency and it’s premised on basic convenience. A well-designed data template must be in store in company databases; there are a lot of templates from the CRM systems but it may also complicate things. A good advice is to search through the net for consumer reports and simply pick the recommended one, preferably the one with sleek pull down menus and with icons that truly represent what they mean. You have to love the internet, no? Less is more Sometimes, too much information is in the CRM system, and it simply frustrates users to find the information that they want. But then if there is too less information, no progress shall be made. What should be done to solve this problem? The answer is good segmentation. The team must know how to organize everything and keep information as conversational and concise as possible. There is no need of often-misleading jargon reminiscent of audit reports. This is a section of the business where the “KISS rule” applies; and for the sake of efficiency and less headaches, be organized and inputs should be as casual as possible. Attention to detail Too many companies trust CRM software too much and they wonder why their firm is underperforming compared to competitors. The problem in this case lies not on CRM software; it is the complacency of managers. Yes, consumer tastes can be effectively monitored, but loyalty cannot be built with that. It still comes down to each sales clerk in the business and how they talk and look to customers. The company’s image is practically in their hands as they are the first people customers see. Not only should managers pay attention to detail in their database, they also shouldn’t forget a basic rule: their personnel speak for the company. Conclusion With all the hoopla surrounding the business world about CRM solutions, it is natural that some companies get complacent and virtually put their companies on the information CRM applications provide. Don’t get into that pitfall, thinking that it “automatically” provides answers to marketing questions. The heart of the company is always in the people that handle it; it’s neither on the facilities nor on the technology.
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