| Customer Relationship Management (CRM) is not a | | | | working that customer" I say, OK, what have you |
| piece of software. It is not something you just buy. | | | | done? I been calling them? Ok, when, how many |
| It is not forms to fill out. It may include all those | | | | times, what has the result been, and whom have |
| things, but it is much more. CRM was here before it | | | | you been talking to. How far has the relationship |
| became a popular word, before computers, even | | | | gone? What do we know that can help us? Do you |
| before paper. True CRM is a way of life, a way you | | | | need any help? What do you need? Who has a |
| run your business, a way to operate with your | | | | history working this customer before you? What |
| customers. A way to run your company with the | | | | was their take? Again Key: All this information must |
| customer as the central point, and knowledge about | | | | be documented so anyone who needs to know can |
| that customer in your data bank. | | | | find out. |
| This article is the first in a series on CRM. This article | | | | No this is not trying to micro management sales |
| will focus on what you need to know about your | | | | people, what this is, is good, effective record keeping |
| customers. | | | | about what you have been doing. But more |
| First, as I have stated before, let us define | | | | importantly, it is a data bank that will help someone in |
| customers. A customer is anyone, anywhere who | | | | the future to get and keep this customer. As a new |
| uses my product or service. Period. They may not be | | | | rep in a company, I should be able to review all |
| buying today, but they are still a customer. Now with | | | | customers that we are going after and see what has |
| that in mind, let us understand what we, as an | | | | been done. I might have new ideas, concepts, and |
| organization, need to know beyond the normal | | | | contacts. But if I do not know, then I start at space |
| demographic data. | | | | one. How many times does someone have to start |
| Are they doing business with us today? If they are, | | | | at space one? How much effort do you waste |
| that means they are current customers, and thus we | | | | reinventing the wheel? Going after a customer |
| should know a great deal about the business they | | | | without any knowledge about the customer, again, |
| are doing with us. | | | | again, again. I have said his time and again, every |
| We should know a great deal about the people who | | | | time a new rep is hired, they go after certain |
| are at the customer and how they feel about our | | | | customers, the same ones we tired before, without |
| product, our service, and our company. When was | | | | any history to read. |
| the last time our senior management went out to | | | | So, the first step in effective customer relationship |
| see them. Beside the business they are doing with | | | | management, keep track of all information about the |
| us, how much other business has come our way | | | | customer. We have not talked tools, software, |
| because of this relationship? Who are the people | | | | forms or anything else, all we have talked about is |
| they have helped us bring in. How much of the | | | | documenting what you have done. Keep a record so |
| product/service we produce do they buy from | | | | we can keep working the customer. Keep the history |
| others? Key: All this information must be documented | | | | so next time we decide to work this customer, we |
| so anyone who needs to know can find out. | | | | will already know what has been done. |
| If they are not doing business with us, do we know | | | | Closing point: I know this is very basic, but |
| why not? Do we know who is working the | | | | sometimes we get so wrapped up in complex, that |
| customer? Do we know the history and results of | | | | we forget the basic. If you are not doing this, start a |
| that work? Too many times I hear people say, "I am | | | | process now to do it. |