Even though CRM or customer relationship management systems have been around for years, to many companies it is still a struggle to actually get it right and make CRM a successful company strategy.
Today I had the pleasure… of talking to a provider of internet / phone / TV service / cell phone to the USA market. I will not name names. This company provides decent service. Not earth shattering service but nothing really to complain about. I called up their customer service to inquire about faster internet. I had read about a speed increase to their service that will increase my internet speed by more than 200 percent.
After calling the customer service center I had to guess my way past their voice navigation and had to say no a few times to back track when it guessed incorrectly but I finally made it through to the associate. Next they validated I was calling from my home phone so they could tie me back to an account. At this point I simply asked hey what is my current internet speed and is there a faster service?
Firstly, while their system took two minutes (apparently) to say which service I had, the associate spent the time inquiring about what I was paying for cell phone service. Naturally I responded, err my cell phone service is through you, why are you asking?
Finally I got told my current internet speed and that a faster service was not available. After pointing out I had read about a faster service I was then informed oh that is coming soon but not yet. After being left disappointed that I was not getting faster internet today the associatethen proceeded to try to again upsell my cell phone service but could still not actually see that I already had service etc.
CRM problems at this company:
CRM and People:
A well delivered CRM system and strategy is a good starting point but what comes next is good people. Each and every time your employee talks with a customer it is like your entire success with that customer is dependent on how well the employee performs as a customer service associate. Before going live with your CRM system you must be sure that your employees are trained up and also empowered to deliver a great experience and know how to quickly escalate.
If you have paid for and deployed a CRM system at your company and yet it does not feel like it is really making a difference for your company then perhaps it is time to rethink and revisit your CRM strategy then call Microsoft to learn about what Dynamics CRM can do for your business.