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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.
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