Challenging economic conditions leading to demand contraction always focuses companies on the issue on customer relations management(CRM) or customer management in general. Key questions asked are invariably:
1) Can we get more customers?
2) Can we lower our customer acquisition cost?
3) Can we lower our customer servicing cost?
4) Are our existing customer happy…we can’t afford to lose any!
5) Can we get existing customers to by more?
CRM systems though not pursued as the panacea people thought it was, is still seen as solution.
In times of downturn, business are often presented with all kinds of cheap solutions promising quick results and high rate of returns. These are the solution they often select.
This perhaps is the main reason why CRM implementation often fails. Top management tend to perceive it as a shot in the arm…whereas what it takes is a strategic change in the manner the employees of a business interacts with customer and amongst themselves.
In most case these changes will involve teaching and coaching employees and customers to rely more on e-facilities and to use them to interact with each other, to trust the system, to be more self reliant, to move away from paper documents, to adopt new criteria to assess the quality of a service.
This list of “transaction habit changes” is formidable, and do require time and commitment to achieve. From my experience in implementing CRM systems, this is often hampered, especially in especially in owner-oriented business, by
1) Old and important customers that do not want to change. Generally the boss will ask, “Can we make an exception”?
2) The seemingly short cycles in business up and downs. Once business begins to recover top management seem to often to allow things to go back the old way.
3) Many consultants especially those that are IT oriented see Customer Relation Management as modules comprising of Customer acquisition, Customer services, Customer Loyalty. They phase their implementation plans module by module. Employees and customers suffer long periods of being told, “this can’t be done yet”.
As business improves, customer issues tend to fade, other new product and market development priorities arises…the CRM system often never gets done!
It is no wonder that most CRM systems that we witness today whether in small retail shops, large departmental chains, banks and insurance companies are always half cooked. They cannot do this or that, pissing off the customer and stressing up the employees.
Campaign Management on the Fly as a Alternative to CRM Systems
I have often marvelled at how many direct marketing merchants have set themselves up to do business effectively on the internet with a simple system. These business adopt cheap, lean and mean approaches…but not cheap versions of sophisticated systems like Sieble or Epihany. They have what I like to call Campaign Management Systems
Campaign Management Systems by my definition comprises of a suit of tools which a company may have in house or is able to access through outsourced vendors that allows it to :
1) Build customer and prospect lists….or pool existing enterprise customers together whenever needed for a campaign.
2) Select customer and prospects for the planned campaigns
3) Facilitate the sending of campaign messages whether by direct mail, email, or to generate a call list for call center use.
4) Allow customers service to have access to information about who has been mailed. And if it is a contact to existing customers… what existing products or subscription they may have, their transaction histories to answer calls and handle inquiries effectively.
5) Allow customer service to capture essential data for fulfillment of the order.
6) Allow customer service to contact customers who have recently purchased to check on the status of their purchase and whether they need more service and upgrades.
7) Facilitate customer service to make scheduled calls to each customer during his lifetime
8) Provide some customer some self facilities to check on status of purchase, purchase/payment history, easy access to information about the products they bought, and other products they may be interested in.
Many internet marketers are able to do this with just a blog or website supported by a third party email manager with a good autoresponder facilities, and an in-house data server, powered by by as low cost a software as File maker, pulling and pushing data to and from different authorised destinations.
Effective Systems for time of uncertainty
Business, especially the smaller once working in high risk niche markets do not need sophisticated systems with long evolutionary paths. They merely need system support to constantly get customers and keep reselling to them.
Alex Har is a Direct Marketing and Customer Management Professional with more than 30 years of experience working in multinational insurance companies and as a consultant to many businesses in Asia and USA .
He speaks frequently on the Asia Circuit at Direct Marketing and Customer Management Seminars and is a founding member of the Singapore Direct Marketing Association.
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