In my last post, Reports of CRM’s Death Are Greatly Exaggerated, I stated that, in my organization, the CRM strategy was a success. It seems lately that it is fashionable to trumpet CRM’s failure in the Twitterverse, blogosphere, and elsewhere.
But I believe that there are more CRM successes than failures. Sure, we’ve all had challenges related to deploying a CRM strategy. Some organizations have been forced to redeploy; others have sought out new software.
However, in my organization we’re still “dancin’ with the one who brung us.” Our CRM software and strategy has been paying dividends and we’re getting better at it.
There’s an old saying, “Once you stop changing, you’re dead.” For us, our CRM strategy continues to evolve on both the data management side and the relationship management side.
We’ve got a challenge with data accuracy. Our solution is to create more effective training married with a communications plan that explains why accurate data benefits the customer, the organization, and the employee.
Our staff have complained of getting lost in “too many screens and tabs.” We’re customizing screen access by job position to simplify their use of the CRM software.
We can do much better in deploying interdepartmental teams to work with our most important customers and we’re almost finished crafting a process that we believe will make these teams much more successful.
In the next year, we will be improving the way we segment our customers and we’ll be designing multiple strategies to expose our customers with other ways they can do business with us. And yes, we’re looking at how we can use social CRM.
For us, CRM is dynamic, not static. We have a positive attitude about the strategy thanks to employees at all levels of the organization that are committed to its success.
Don’t let the doubters in the Twitterverse, the blogosphere, or your organization get you down. To increase your chances of CRM success, continue to identify ways you can remove obstacles that lower user satisfaction as well as refining your tactics around building relationships. More importantly, inside your own organization build relationships with key influencers and power users in each department. When they have problems, help them solve them. Then ask them to help you make the strategy more effective.
If you’re on Twitter, follow me for more ideas. I’m txglennross.