Business Management

CRM--It is Not a Easy Task
CRM integrates people, process and technology to maximize relationship with all Customers. CRM is comprehensive approach that provides seamless coordination between all customer facings functions. CRM increasingly influence internet.
But as I am going to mention below CRM exactly doesn't solve the customer queries or does it build relationship between customers and company in the long term relationship.
CRM hasn't actually brought the sales teams, marketing departments, R&D, or customer service departments any closer to the customer at all! Technology is a poor substitute for the human voice and social interaction.
Let me first tell you that there is a serious problem with the oxymoron Client Relationship Management. If Intimate loving families and friends find it difficult to manage their relationships how is a company that sees its clients only a few hours each year going to manage the relationship?
Building layers of separation between the company and the client, software programs, auto responders, marketers, voice mail systems, web sites, and self serve check outs are the death of communication between a business and its clients. Most people won't try to navigate the tangle to tell you that they are dissatisfied, they will just leave...and you'll never know why because they won't leave a message on your voice mail a note.
Marketing managers spend a lot of time gathering information on their customers, information that, unfortunately, is rarely analyzed and even more rarely put to any practical use to improve the service to the customer. This field of activity is called Customer Relations Management (CRM) and is implemented with the aid of a great deal of money and even more time in many companies. But what is the use of gathering all these data and storing them if they are not used to provide an even better service for the customer?
But at the same time if you see frustration on a clients face, you can act immediately to turn a problem into a success. Some of the most loyal customers come from a bad situation turned surprisingly good.
Let me give you an example which happened with me. Last month I ordered for pizza at the famous pizza delivery house located in heart of the Chennai city. Because of mishandling of the package, when the delivery boy was handing it to me the pizza got damaged. When I called up the manager and asked him what should be done with the spoiled pizza, he immediately remade the order and delivered it to me at no extra cost. After that I never looked out for another pizza house and I was so much impressed with that gesture from the manager that I started ordering every weekend. The pizza house certainly got its money worth on that INR 300.00 investment. And if I had to replace that pizza myself it would have had a totally different outcome. CRM cannot be credited with the success of the managers handling of this problem.
Customers are really hungry for those pleasing little experiences when they spend their money, and although everyone complains about unfriendly service and moans that businesses should be more customer-oriented, the situation doesn’t really seem to be improving. And this has negative consequences, both for the customer and for the provider