When I mention Customer Relationship Management (CRM) tools to business, I often get the same response.
“Oh, I’ve got one of those, but I’m not really using it.”
My typical response often catches them by surprise.
“I hope you didn’t pay much for it, because what you have is NOT a CRM, it’s an address book.”
You see, no matter how much time and energy a company puts into building the best CRM for you to use for your business, it is YOUR efforts that determine whether it achieves high flying effectiveness or whether it’s rendered an outdated (and overpriced) Rolodex.
So if you have a CRM and started the process of entering your customer data (C) into it, but have done nothing since, you’ve missed the point of the R and the M. All you’ve done is created a contacts “roach motel”… customer info goes in, but it never comes out!
Almost every CRM has tools built in that making building and cultivating your relationship (R) with your customer easier, and when done correctly, increases your customer’s opinion of your company AND their likelihood of doing business with you.
And even more tools are built into CRMs to help you proactively manage (M) that relationship on a regular basis. This includes everything from updating contact information to noting their product preferences and notes about your interactions with them. The best CRMs even let you build automatic “programs” that provide your customers with the level of service they need without you having to be directly involved.
But you need to take the steps to rescue your CRM from being a contacts “roach motel” in the first place. Are you ready to do that?
If so, keep an eye on future posts in this series.