CRM (Customer Relationship Management) is on the tip of
a lot
of tongues these days, of those hoping to break through
into a
new and better way of doing business. But the real
strength of
this idea isn't new at all. In plain English it simply
means
putting your customers first. Many successful merchants
have
utilized this approach for years. They even know it's far
better
to refer a customer to a competitor who can provide what
they
need, than to seek to sell something in stock that isn't
going
to make it in the long run. This is not fancy theory. It
works.
Likely the best hardware store in your neighborhood is run
with
customer support as a primary, interwoven throughout all
aspects
of the business.
Who Will Run The Show? Systems Or People?
What is new about CRM as the term is being used today
is the
hope of implementing a technology on a website that
emulates the
interactivity a visitor feels in an offline shop. I'm a
bit
skeptical about the outcome of current efforts. As a
professional programmer for many years, I've seen first
hand how
seldom usability is considered in developing software.
Anything
the theorist or techie types get a hold of tends to be
system
driven, as opposed to people directed.
To catch a glimpse of what I mean, think of a computer
program you use often. Chances are there are some things
it does
not do in the way you want it done. For example, one of my
programs uses a spell checker. But every time I start it
up, it
jumps into the middle of the text window. This means I
can't see
the misspelled word or the context within which it is used.
So
I have to move the window. Every time I run the program.
This is nonsense, for the consensus is windows moved or
adjusted should reopen as they were left. Or at least
there
should be an option to request this behavior. What do you
suppose my chances are of getting a change in this program?
Zip. And that's fact. We are all invited to accept what
is
offered on a take-it-or-leave-it basis.
Will CRM Work?
This is my concern with increased interest in the
technological side of CRM. My hunch is much of it will be
implemented with a similar attitude: We hope you like it
because
that's it, if you want to play in our sandbox.
To the extent technology is implemented in such
fashion, it
is doomed to fail. How many sites have you abandoned
because you
couldn't remember some password? Or even worse, how many
sites
have you encountered that won't let you set up a new one so
you
can get on with business? Nuts.
Can We Afford It?
Even if all works out nicely, this technology won't be
cheap.
The underlying structure depends upon a comprehensive
database,
and nobody is giving this kind of software away. My hunch
is
that prices will be out of reach for small one-person
businesses,
at least until they are able to produce strong profits.
For
those just getting started, forget it. We're talking of
dollars
in the thousands at least.
So What's One To Do?
You don't have to wait on technology to implement CRM.
As suggested earlier, it's a way of doing business that
works.
Simply be sure customer support and satisfaction is the
fundamental goal of your company. Sure you want to sell,
but
not at the expense of this core aspect of your business.
Here's a partial list of things you can do right now to
demonstrate that for your company, your customer comes
first.
> Be sure site content is complete and easy to read.
> Make certain navigation is a dead cinch.
> Keep order forms as simple as possible.
> Throughout your site, encourage feedback in every
possible
way.
> Respond quickly to email. Be sure you have answered
the
question completely. And as possible, anticipate and
respond
to other possible concerns as related to the question.
> Provide complete contact info at the bottom of every
page
on your site. And yes, you must include a street address
and a
phone number, preferably an 800 number that is answered 24
hours
a day, 7 days a week, by someone who knows what they are
about.
> Provide a fax number as well; some people love paper.
> Follow up on all queries and sales. Make certain a
high
level of satisfaction has been generated.
> Be sure your product or service delivers more than
expected.
> Offer an unbeatable guarantee. 12 months has merit
in
that customers will not feel hurried into making a
decision.
And later they may not feel comfortable making a request.
CRM Technology
I'm looking forward to seeing such systems in action.
And
I hope they are as effective as those designing them claim
they
will be. To achieve this goal, designs must be customer
directed
and controlled.
But with or without such tools, there is a lot we can
do
right now to demonstrate our concern for our customers.
Our
bottom line reflects how well we are doing in this matter.
About the Author
Bob McElwain
Want to build a winning site? Improve one you already
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Web marketing and consulting since 1993
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