What’s at the heart of CRM?

http://www.flickr.com/photos/59937401@N07/5858011914/sizes/z/in/photostream/[Note: We are continiung our walkthrough of how to introduce Sage CRM to MAS and Accpac clients.]

As we discussed last time, Sage CRM provides a way for companies to have better visibility and control across their organization. I firmly believe that this is essential in today’s rapidly moving world where the competition is a single click away on the Internet.

Better visibility and control help businesses streamline operations and deliver a consistent, high-quality experience across the organization.

At the end though, the ultimate purpose of enhanced visibility and control is to help you find, get and keep customers more effectively and efficiently.  Which is great, since, for most of us, finding, getting and keeping customers is an essential part of our businesses! :,,)

I consider finding, getting and keeping customers as the holy trinity of CRM functionality.

Many people talk about CRM as if it was only a sales tool – the “finding” piece of the trinity. Or if they are feeling generous, a sales and marketing tool.

From my experience, that’s a narrow view of the power of CRM. Our best customers have completely embedded Sage CRM throughout their organization and use it for operational and transactional control and to define automated processes that are designed to create a high quality, consistent experience. Doing this not only increases operational efficiency, it also increases operational effectiveness which can help a company build a strong, consistent brand which, in turns, helps makes sales easier.

This is a nice lead-in to one of my favorite quotes:

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. – Peter Drucker

Peter Drucker is well-known and generally accepted as one of the first true business geniuses of the modern era. He made it his life’s work to study, think about and report on business. When he makes comments like the one above and other similar ones that underscore the importance of marketing, I think it’s good to take note.
 
To me, this is why it’s extremely limited to think of Sage CRM as merely a sales tool. It’s important to recognize it for what it is really designed to do: help businesses find, get and keep customers.
 
And, by helping to make all three of these things happen, Sage CRM  allows people to do more with less … and do it better than they could without the system. This translates to increased profitability.
 
I think we can all agree that *this* is a very, very good thing.
 
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4 comments

  1. [...] we discussed previously, at it’s heart CRM is all about improving visibility and control across an organization to [...]

  2. [...] getting and keeping customers is the heart of CRM – I refer to it as the holy trinity of CRM. This time around, we are going to discuss the [...]

  3. [...] believe that the heart of CRM, the “holy trinity”, is finding, getting and keeping customers is the heart [...]

  4. [...] not you – it’s me! (or is it?) What is CRM? What’s at the heart of CRM? Find customers easily with Sage CRM [...]

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