It's only fairly recently that the marketing department has come into its own in terms of corporate respect. What used to be regarded as an art is turning into a data-driven science, and the CRM industry is still catching up to measuring the effectiveness of marketing and delivering repeatable results. Even if you've never considered marketing automation before, now might be the time to start.
Industries tend to have their own jargon. It's the nature of groups of people who specialise in a given thing to develop verbal shorthand for common concepts (trust me on this, I studied linguistics at uni). CRM, and any sales and marketing-focused occupation, has a number of abbreviations, metaphors, and nicknames to throw around. One such term that we see in CRM is customer life cycle.
Customer satisfaction is something we think about a lot in the CRM industry. We have to; we've got "customer" right there in the name. Most executives claim it's their first priority, but that is often more a matter of posture than of fact. Numerous studies over the years have shown that when customer priorities are lined up against what execs think they are, the two sides are miles apart. This is called the Perception Gap, and I hate it.
People who aren't involved in enterprise software tend not to realise that a company's sales team is as much part of, and just as dependent upon, CRM as any other roles within the company. Selling is not always where the customer relationship begins-marketing can often make that claim-but it is where that relationship becomes monetised.
There's a terminology problem in the CRM industry. I'm pretty sure you've noticed it. Nobody means the same thing when they talk about "my company's CRM." Predictably, the variance in meaning splits along job roles. Salespeople think of CRM as Sales Force Automation and contact management. Customer Service Reps tend to identify CRM as screen pops and service histories. You get the idea.
Time for a slight change of tone. This post will be short (relatively speaking) and sharp. It is the everyday-carry pocket knife of business app blog posts. So let's say you've got a decent CRM system in your business, something better than spreadsheets and a contact manager. How do you get it to improve your results? Where's the Go button?
Ask any CRM analyst where the top three growth areas are in CRM technology, and mobile will be one of the answers. This has been true for several years now, and will continue to be so for several more. Seems strange for something like CRM, which we tend to think of as an in-office technology, doesn't it?
Hello, and welcome to the SkyDesk CRM blog. My name is Marshall Lager, and I'm a CRM journalist/analyst. I do a lot of writing on topics like customer experience, mobile and social technologies, sales and marketing, and other related parts of business. I'm pleased to have the chance to write for you, and I hope you'll get something useful (or at least entertaining) out of my posts here.