The Cloud, Social Networking, Facebook, Twitter-- all are mechanisms and models which threaten to push the CRM acronym into the junkyard once and for all, instead giving rise to the REAL power that CRM should deliver to the business--real business process automation. Being able to use data and tools that users LOVE, to reach customers, sell them products, understand their needs, and cement lasting relationships.
We view CRM with an eye to the past. We think it is about Leads, Accounts, Opportunities, Orders, and Cases. We think it is an "inward facing" application, used by marketing, sales, and support. But in reality, for CRM to deliver its promise, it is much, much more. Think about an airline. Think about their on-line booking system. Has that traditionally been a CRM application? No. Why not? Doesn't JetBlue's website get to the heart of managing customers? In fact, because it is so good, it alleviates the need for anything more complex in the background. The panacea for CRM is automating processes that put your customers in control, removing as much friction from the selling and service process as possible.
Today, CRM still brings with it the same challenges that it has never been able to shake: poor user adoption, messy data, complex user interfaces, difficult reporting, and poor integration with other systems. To overcome these challenges, and to push the old notion of CRM into the past, there are several things that forward thinking organizations can do to succeed at enabling effective business processes, meeting the ultimate goals of the business initiative:
1. Embrace the user. The "stick" mentality, particularly with this next generation of twentysomethings, does not work. Take the time and the effort to understand exactly what they need, and give it to them in the same way that FaceBook gives them information. Simple, inviting, and cool. Listen to the user before you listen to the executive suite. CRM fails without user adoption. Period. If you don't believe this, don't try it. You will fail.
2. Have a data-enrichment strategy. Every sales and support person is hungry for information that will make them smarter about their customers. Much of this information comes from 3rd party sources. Look at ways to integrate these into your CRM environment. A great example of this a is a company called Inside View.
3. Constantly improve. Organize efforts such that new features and functionality are being pushed out to the user. Don't be afraid to shut things down that did not work.
4. Focus on the sub-process. Focus on the layer beneath the traditional Lead>>Service continuum. For example, a CRM subprocess might be an automated approval process for discounts. It might be a lead scoring process to ensure that sales people are only working on qualified leads. Or, it might be a self-service grid to allow customers to pay extra for the exit row on your flight. Once the foundation for CRM is laid, it is the sub-process that delivers value.
5. Iterate. Avoid big-bang. Release new features in a drip fashion.
I'm not sure that we'll be talking about CRM in five years. I believe that the lines between technology and business will blur, and the things that matter--revenue, profit, customer satisfaction, and innovation--will drive new models and processes which 21st century technology solutions can easily support.
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