|
|
| www.1001TopWords.com |
|
|
CRM ...The Emperors New Clothes
The story of the emperor's new clothes is a fairy tale about men who fooled the emperor into believing that they had made him a beautiful suit of clothes. In fact they had not made anything. The emperor went out in public wearing nothing but his underwear because he didn't want to appear stupid since they had told him only the wisest people could see the fine fabrics.When the emperor went out in public a little child yelled..."The emperor isn't wearing any clothes!" Today I am that child. "CRM doesn't cover your mistakes or fix your problems and you have been lied to about its ability to "manage" your client relationships!" CRM is a system that is based on faulty logic. The premise that companies can manage clients is foolish! Business 101 will tell you that clients manage businesses. They tell the company what to sell, when to sell it, how to sell it, where to sell it, and will stop buying it on a whim depending upon a long list of uncontrollable situations (they are getting older, economic circumstances, politics, trends, health issues etc etc.) What does CRM do? It lulls CEOs, sales and marketing department heads into believing that they can hold onto clients by using data alone. CRM bogs down sales & marketing teams and creates massive amounts of additional work, keeping them connected to their computers instead of visiting clients. CRM requires cleaning just like any other database and the larger the database the more time it takes to clean. The sharing of information within a company can, in some instances, actually slow down the process of customer service, since more people are now involved in decision making processes. The bottom line of customer service is pushed to the side and direct mail marketing moves forward. Direct mail marketing has abysmal response rates and even if it was improved is a poor alternative to actually communicating with clients. Now is the time to go put on your clothes and fire the tailors! You have spent a fortune in purchasing the software, you spent thousands of dollars on man-hours used up in training and retraining, sent memos and held staff meetings, paid tailors(I mean consultants), and still are no closer to getting customer loyalty than you were 6 months ago. As a matter of fact it may be worse because client services have suffered while you spent all this time getting CRM up and running. Cut your loses and run! Now pull out a clean sheet of paper and write down this "to do" list... 1. Set goals for customer service that involve "WOW" customer service principles. Design a quality customer service program. Set a start date and end date for evaluation purposes. 2. Read a book a week on client relationship marketing and "WOW" customer service and give yourself a test to make sure you have retained the information. Then USE it! Make sure all your employees do the same to one degree or another. 3. Evaluate all your employees, are they happy, do the have a vested interest in your success, would they want to be your client? What is their body language on the job, enthusiastic, angry, indifferent, bored? Get rid of dead weight! If a customer is likely to meet your employees it MUST be a positive experience. Pay your front line employees what they are worth. Smiles and enthusiasm are worth at least $1.00 per hour. 3. Reduce advertising budget... increase marketing budget... understand the difference. 4. Cut out or reduce systems that tend to isolate you from your customers, voice mail mazes, advertising campaigns designed for the general public, autoresponders, self help kiosks or webpages, overseas customer service centers. 5. Increase communication through handwritten notes, visits with clients, feed back and brainstorming sessions that put the client and the business on the same side of the table as partners, reduce outsourcing, reward good clients frequently, use greeting cards with commerative stamps instead of postcards with bulk postage ( Customers think, "If I'm not worth 37 cents you don't need my business."), put some thought into client gifts (diabetics don't appreciate candy) and finally ask, ask, ask, ask, ask, ask, ask, for referrals! Then ask for referrals again. Don't look to CRM to solve the problems of customer loyalty. Look at your relationships with your clients. Meredith Gossland is owner of Lasting Impressions2, a Small business marketing service, specializing in multicultural marketing and high quality low cost customer service.she can be reached at info@lastingimpressions2.com. http://www.lastingimpressions2.com
|
|
|
|
RELATED ARTICLES
Creating a Team Working Environment TEAM DECISION MAKING: Managers who invite participation believe that people directly affected by a decision should be involved in making that decision. The effort is toward joint, cooperative decision making. The aim is to give employees a chance to have a say about things that affect them. This means giving them more control over their own work and giving up some of your own power and control. Employees Commit Corporate Fraud Imagine the following scenario; Ten years ago you decided to quit your job and start your own company. For ten years you worked hard, made sacrifices, and it paid off in the end. One of your first employees, a loyal, hard working employee has been by your side the whole way. Setting Clearer Performance Expectations The annual performance review. Dont Hire Squirrels to be Your Top Dogs Bad hiring decisions cost organizations, both in dollars and lost opportunities. But getting the right people in the right places doing the right thing is not easy. It requires painstaking efforts and objective information. Mergers, acquisitions, downsizing, and growth all require an unprecedented need for information about how to hire top performers and a framework for assessing the competencies required to lead people during extraordinary times. Therefore, hiring the right people involves more than guesswork and subjectivity. The formula is simple but not easy: know what a squirrel is and set a trap to catch them. The Ivory Tower Syndrome "His cardinal mistake is that he isolates himself, and allows nobody to see him; and by which he does not know what is going on in the very matter he is dealing with. - Abraham Lincoln on his reason for relieving Gen. John C Fremont of his Missouri command. (September 1861) Better Manager Skills - How to Learn When you first take over a department, expectations are usually high but operations are sometimes in disarray. The staff is disorganized, goals aren't being met, and hours are spent on unproductive tasks. Just when you think the company would never get on track, the CFO recommends that you learn more about something called operations assessment. Planning For Growth If you are like many high-performing business people, you have an annual ritual to set your plans for the coming twelve months. Some people do it in December, others at weird, miscellaneous times of the year, but most -- me included -- tend to do it the beginning part of the New Year. Organizational Structure, Creativity, Innovation Organizational structure can inhibit or foster creativity and innovation. The problem with organizational structure though, is that it is resultant of many factors, including history, organic growth, strategy, operational design, product diversity, logistics, marketing, client base, supplier base and so forth. Therefore, what managers need, are not recipes for complete structural change, but insights into the properties of fostering structures that can be adapted into the existing structure. Problem-Solving Success Tip: Test Your Assumptions About Everything Test your assumptions about everything. Having Your Phil February 2nd, at approximately 7:30 a.m. local time on Gobbler's Knob in a small town in western Pennsylvania, 20,000 people and a national radio and television audience anxiously await the prognostication of America's favorite furry forecaster. In a tradition dating back 119 years, Punxsutawney Phil emerges from hibernation?and if he sees his shadow, it's back into the burrow for six more weeks of cold weather. Partnering for Performance "The difference between a boss and a leader: a boss says, 'Go!' ? a leader says, 'Let's go!'" -E. M. Kelly Improvements In A Large Public Electric Utility In South America The company decided to develop and implement an improvement program. The main thrust was to propose strategies and alternatives for the implementation of a quality program. Understanding How Change Has Changed There seems to be an assumption that change is a single traumatic event that is thrust upon us and over which we have no control. Beyond Management Coaching: When Things Are Getting Out of Control Leaders and Managers often ask us, 'What do you do when you have tried to coach and counsel an employee about a performance concern, and the employee has not responded? Spinning Gold from Straw: Low-Cost Employee Retention and Motivation Tools in a Changing Economy New York, NY, February 25, 2005 ? Employee retention and motivation?why should employers care? A storm is brewing. National productivity was up 3.9% in the second quarter and 1.9% in the third quarter of 2004. At the same time, the unemployment rate was up 5.5% in October 2004. Your Blueprint For Business Success Before you start your own business one of the first things you need to do is draw up your business plan. This is your blueprint for success. Your business plan states the purpose of your business. It never ceases to amaze me that so few businesses have any type of written business plan. Because without one, you have very little, if any, chance of success. Managing Change in the Workplace Change is exhilarating. Change is terrifying. Change is badly needed around here. Whatever your attitude is to change, it is the most reliable companion you will likely ever have. It will always be with you so are better off making friends! Here are three tips on managing change in your workplace: Making Meetings Work We have all attended meetings that were boring, mindless and profoundly ineffective. Meetings don't have to be a waste of time. Rather, they can be productive if the leader or chairperson practices these five strategies and gets down to the business of running the meeting instead of being run by it. People will then leave the meeting with smiles, not frowns on their faces. Don?t Forget Where You Came from - Why the Past is Important in Implementing Business Change Much of the literature and advice on implementing business change focuses on knowing where you are going and making sure that you understand and communicate a consistent vision of the future. Indeed, I have looked at the importance of this in an earlier article in this series. This month's article, however, looks at the past and its often under-estimated importance in implementing change. Setting a Pitiful Example: Twenty-six Warnings to Heed * TO: All Parents [and Employers and Managers]
|
| © Athifea Distribution LLC - 2013 |
