A Customer Perspective of CRM

By: Dave Roth

When businesses consider getting customer relationship management - or CRM - software, they usually focus on how they best want to control customer information and keep a strong focus on sales. One of the things that they might not ask themselves is what the customers think of CRM. Most customers like it, but there are always some who do not, and there are also different types of CRM styles, which means that some kinds of the software will do much more than others will. This is important, because the needs of one company might be very different from the needs of another company. This being the case, choosing the right type of software is about what the company needs - but it really should include some thoughts about what the customers want and need, as well. Customers who are not happy with a company will likely not return, and many customers also do not want to deal with aggravation when they call or go online. They want to take care of their question or problem quickly and efficiently.

Whether CRM software will let them do that can sometimes depend on the specific brand or type of software.

Some of it also depends on whether a person has a preference for a specific type of interaction. For example, many of the newer automated systems for customer service are now voice activated. A person will speak their responses instead of keying them in on the telephone. This sounds like a great idea in theory, and many people seem to prefer it. However, there are others who do not like this style of CRM at all because they are not understood well by some systems and this not only prolongs their time to address an issue but also raises their level of aggravation with the company. Neither of these is beneficial to the consumer, and neither of these is beneficial to the company, as well. Some consumers will switch their business to a company that does not provide this kind of phone system.

Most customers just deal with whatever they are handed when it comes to CRM because they assume that the business probably does not care what the customers think anyway. For some businesses this is unfortunately true, but most businesses still recognize the fact that they would not exist if it were not for their customers. They want to please those people so that they will keep coming back, and one of the best ways to do this is to show the customers that they matter to the company. CRM cannot always ensure that customers feel that way, but adjusting to customer preferences is a step in the right direction. By paying attention to what customers and potential customers have to say and by taking those suggestions and actually using them when possible a business can perform much better than the competition. This is an advantage to the business and also to the customers who shop there, because a successful business has enough employees to help with questions and concerns and can keep the prices at a level that the customer does not mind paying.

Enterprise Information Systems
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