What is CRM? Screw Technology. It’s Culture, Rules & Metrics
October 19, 2009 by Jimson Lee · Leave a Comment
Like E-commerce, CRM all about efficiency. Behind the scenes, computers and technology simply adds up a bunch of zeroes and ones faster than you can ever imagine. And, it can get from Point A to Point B faster than FedEx or UPS.
Therefore, a CRM system, whether it’s your Rolodex and notepad, on-premise software, or a true web based SaaS, it’s all about the relation between you and buying customer or support.
For the sales or support team, it’s all about your strategy intermeshing culture, processes, and metrics.
When I say “processes”, I also mean”rules”.
Thus, I define CRM as Culture, Rules, and Metrics.
That’s my “C. R. M.”.
“C” can also stand for “Communication”.
The CRM Time Machine
I’ve always felt the 4 big milestones in human communication were:
- Speech – words are better than hitting someone back with a blunt object
- Written text – whether it’s paint on walls or on paper
- The Printing Press – the power of duplication
- The Digital Age – the power of electronic transmission
These 4 are the basic “killer apps” that transformed us from cavemen (and cavewomen) to where we are today.
We are all going crazy over the Social CRM hype as everyone is trying to redefine “Communication”. You can throw in unified communications while you are at it to really confuse you. Or sell you something!
Processes or Rules are just logical steps required in the workflow. A good analogy is like dating. After exchanging cards (or meeting on-line), when do you call back? Too soon means you’re desperate. Too long, and it means you don’t care. When do you follow-up? When do you meet face to face? Lunch? First kiss? You get the idea.
And then there are Metrics. Everyone loves stats. It’s one way of proving how effective your process (or rules) are in place.
So basically, Social CRM is just another outlet that has been done the past 100 years, another flavour-du-jour, until the customer takes a call to action.
In other words, it’s just another way of "Communicating”.
Should “Social CRM” be number 5 on my list?
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About Jimson Lee
Jimson is a freelance industry analyst, with over 25 years experience in the IT industry. Prior to joining CRMHelpDeskSoftware, he spent 4 years as a Senior Consultant at Sierra Systems Group, part of Golden Gate Capital, a leading private equity firm with $9 billion in capital under management. Jimson currently resides in Rome, Italy.
