CRM software when used properly helps create a playing field for good business practices. In order for CRM to be an integrated part of a very successful business model it requires serious players, just like any other winning game played at the professional level. This human component needed to plan, design, tweak, deploy, organize and analyze CRM software and generate data requires a Discipline.
Without a regular reassessment of a company’s profit zone and ideal customers, management’s views of the market become stale and no CRM system will lead them to the current set of “top tier” customers or suggest the best and most timely offerings to improve the chances of getting a company’s customers to buy the exact product at the exact price the company wants to sell them.
Thus, a CRM system, in the planning stage, must be based on accurate answers to such key questions as:
– Who can best benefit NOW from the special skills, services and products that the company has to offer?
– What is the best way to approach them?
Authors: Anne Stanton, Herb Rubenstein
Source: CEO Refresher
Subjects: Customer Related, IT / Technology / E-Business