notes and views on crm, social media, and the human side of information technology

CRM goal for 2008: do give a damn

I was shopping for a new jacket today.

It was a rather fancy thing that would probably make me slightly ridiculous, only I didn’t really care. However, being self-conscious and all in a clothing store without female escor, I had to ask the assistant her opinion.

She had two choices: praise me mightily and close the deal, or take the slightly longer route, point me to a more appropriate model/size, and close the deal. Instead, she hasn’t quite approved my choice nor has she opposed it, with an expression mixing slight amusement with hesitation, thus giving me the excuse to walk out.

Selling is difficult these days. In the economy of abundance, going the extra mile is a requirement, not an option.

Be it a bank, a mobile operator, or car dealer, I’ll go with the one who’ll not just give me a targeted offer (made in the data-mining department for 50.000 other members of my “group”) but give a moment’s thought to what my needs might be and act on it.

Giving a damn is the first important step.

Second is growing & perfecting competence. People interfacing with customers should be masters of communication skills, consultants in the best sense of the word. Yet it’s seldom the case; billions are spent on software so that less has to be spent on the “brainware”.

The day when a call center job requires 5 years of communication-intense experience and a minimum of 10 client endorsements on LinkedIn is the day when CRM will start working.

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January 2, 2008 | Filed Under CRM 

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