What the hell is CRM? When I speak to my clients, I realized that many marketers still consider CRM as a tool; a computer software. Those who have the privilege of working with CRM technology use it as an address book where they go to retrieve customer contacts or as a library to check past customer transactions. Some who are a little bit more adventurous use CRM for keying in sales orders, track sales performances and perform some ‘advanced’ marketing initiatives like email or SMS marketing.
It’s no wonder that many of Malaysia’s emerging businesses perceive investments in CRM as a waste of money. Because of poor marketers who don’t understand what CRM is and how to maximize the value they get from it, many CEOs and business owners don’t appreciate CRM and consider CRM tools as being white elephants.
CEOs, business owners and marketers in Malaysia must realize that CRM is not just another hype-up product. CRM is a business strategy. And like all effective business strategies, it is an amalgamation of people, processes and technology.
CRM owners must understand that a CRM strategy is simple but not easy. It will need time to show results and must be continuously worked on. It is not a magic pill. It never was.
Proper training and a correct understanding of how to operate in a CRM environment are critical for CRM strategic success. Everything must move in the same direction and that direction is towards maximizing positive customer experience to optimize sales and profits while building positive branding.
On the other side of the supply and demand line, CRM vendors must also promote the idea of CRM as a business strategy that needs to be continuously studied and refined in order to be successful. CRM vendors must do more than just sell their CRM technology but also the right training, process restructuring, advice and good business coaching when helping their customers adopt CRM strategies.
It’s no wonder that many of Malaysia’s emerging businesses perceive investments in CRM as a waste of money. Because of poor marketers who don’t understand what CRM is and how to maximize the value they get from it, many CEOs and business owners don’t appreciate CRM and consider CRM tools as being white elephants.
CEOs, business owners and marketers in Malaysia must realize that CRM is not just another hype-up product. CRM is a business strategy. And like all effective business strategies, it is an amalgamation of people, processes and technology.
CRM owners must understand that a CRM strategy is simple but not easy. It will need time to show results and must be continuously worked on. It is not a magic pill. It never was.
Proper training and a correct understanding of how to operate in a CRM environment are critical for CRM strategic success. Everything must move in the same direction and that direction is towards maximizing positive customer experience to optimize sales and profits while building positive branding.
On the other side of the supply and demand line, CRM vendors must also promote the idea of CRM as a business strategy that needs to be continuously studied and refined in order to be successful. CRM vendors must do more than just sell their CRM technology but also the right training, process restructuring, advice and good business coaching when helping their customers adopt CRM strategies.
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