In mid-2018, US management professors Michael Porter and Nitin Nohria from Harvard Business School showed in their article "How CEOs Manage Time" that CEOs only spend three percent of their time talking to customers. "That's not enough," Porter later postulated in the interview. And indeed, one can only agree. How can a company even manage to adapt to its customers under these conditions?
What does CRM mean?
This is exactly where CRM comes in. While it is important for the top boss of a company to meet with customers and get a feel for their wishes and expectations of the company, systematic customer focus requires more. In principle, it is about learning and implementation.
"Learning" does not just mean the accumulation of knowledge, but primarily the recognition of connections. Let's assume that companies make mistakes. "Nothing could be easier!" you might think: "It happens all the time to us." Now it's about identifying these mistakes and setting up rules so that they don't occur again in the future. Anything else would be stupid. japan telegram data That's why CRM is often seen as an "intelligent" management concept. And so the very first thing you need is a place in the company to systematically collect this learned information. This is the only way you can find and use it in the event of a customer interaction. Rule number 1 of CRM is therefore:
And this is where my interests in teaching you about CRM meet Capterra's interests in introducing you to different systems that offer you this opportunity. However, a system is always just a container for the work of your own employees, collecting information about customers and setting up intelligent rules for treating these customers. The whole thing has to be well thought out. And so, over the next few weeks and months, I would like to give you short but concise advice on how to be successful and avoid the SISO principle. The SISO principle means "Shit In - Shit Out!" and states that if the data you collect about a customer is no good because it is incomplete, old or even wrong, the information the CRM system provides the company is no good either. It is a management task to ensure data quality and quantity.