CRM-Continued

Continuing on my last post on CRM, here are few other viewpoints

CRM is not a software package or any program that can lead to increase in customer loyalty. CRM is basics of all MIS. CRM is the frame of mind in which all the information regarding the customers are placed in the right manner. It may include collecting the right information. If you keep a hard copy of the files on each customer indexed and dated properly that becomes the customer history. Each files becomes the MASTER CUSTOMER. Put the main contact details on the top of the file, makes it easier to find the information without much work. Similarly using basic office package A CRM system can come into place, all it requires is proper naming and organisation.DISCIPLINE IS THE MOST IMPORTANT FACTOR FOR RUNNING THE PROPER CRM SYSTEM.

Using IT does help, but mostly the frame of mind for using CRM is more technically oriented then marketing /MIS/commen sense oriented . People don't think of what information is required, they are just overwhelmed with what is possible with the software and start producing all kind of data and information.

The best way to implement CRM is first getting the basics culture right of putting things in record and in proper places with right indexes and process and then integrate it with software option which results in automation.

BUT REPORTS & INTELLIGENCE FROM CRM SHOULD BE VERY OBJECTIVE & SHOULD BE FOCUSSED ON WHAT IS REALLY REQUIRED.