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"Taking the R out of CRM"
by Swallow Information Systems
It seems nowadays that as long as customer data is involved somewhere in the business process, the method is branded CRM (Customer Relationship Management). Let's face it- CRM is not a new strategy For over a century, the local grocer has been ensuring that customers get the correct necessities every week. Nevertheless, CRM seems to be a buzz phrase that many professionals feel can be executed primarily by the implementation of customer service-related software.
No amount of IT can establish a true business-to-consumer relationship. Instead, it is a two-way interaction that depends as much on the consumer as on those trying to manage him. E-commerce has shifted the balance of power to the customer, which has made it very difficult for businesses to get CRM right. After all, CRM is a strategy that provides the opportunity for success, but it does not guarantee it.
Too many companies have hitched a ride on the e-commerce bandwagon without thinking through what the customer wants from the relationship. Don't they realize customers don't like being sold to? Most of them are sick and tired of being second guessed, pigeon holed and bombarded with company information they don't want or didn't ask for. The one time a relationship is naturally triggered is when a customer contacts an organization with a complaint or inquiry, and this is the area where businesses should focus most.
So what's the solution? We need to remove the emotive, personality-based components from CRM and make it more practical. In short, strip the 'R' out.
It's about time companies realized the right model for customer management is grounded in consumer-to-business, not business-to-consumer.
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