The adjustment of many CRM of systems on strategic Controlling comes with a large price. Instead of improving the relationship to its customers and coworkers, it has frequently also negative effects.
Coworkers always find a way…
A managing director small enterprises with two sales coworkers mentioned times, which he estimated at his CRM, which offers this innumerable preparatory of characteristic numbers report to it and he has so the optimal overview of the achievement of his sales coworkers. Times completely apart from the fact that it has completely different problem in its enterprise, if it needs more than a few numbers, in order to hold two coworkers in the grasp bargains for one itself still different problems. If coworkers receive, which your achievements are evaluated on the basis of characteristic numbers, one so well always happens: the numbers in the report or the data in the CRM software something one geschönt.
That leads in practice often to the fact that for example negative things are not registered into the CRM system, but the coworker this „verschönt “or under the table to fall completely leaves. That does not have to be a bad intention, it is simply human nature not to completely be open with negative things. Naturally it leads to the fact that the entire CRM becomes less valuable system, because important information is not any longer registered or only filtered to emerge. One does also the chance to make at dissatisfied customers again ground good by being able to deal concretely with negative experiences. Our experience shows the fact that a fast and comprehensive view of the customer brings better results as a system which is very strongly on numbers focused and whom thereby somewhat up-squeezes working persons.
Instead of to control one can deliver calmly once the reins, coworker the problems of themselves show and together loosen. They do not reach much more transparency and co-operation by a culture into the errors a taboo are.
… and customers feel like numbers
Who called not already times an hotline and felt dispatched like a number? The opposite does not know, who one is, it does not know for which it went with the last contact. Usually however not the error of the coworker, but an error of the assigned CRM is software. These made possible often not, fast an overview of „yield themselves “factors of customer relations to make, but are evenly „strategically “aligned. Now it is however not helped me as a customer if the executive committee knows that I hang straight with hundreds other customers in the qualification phase and the average customer satisfaction „3.52 “amount to. Do not understand me wrongly, the collection of such numbers can strategically meaningfully and useful be. In many systems the adjustment is however too one-sided and neglects the operational and kommunikative side too strongly. So strongly that is only little helped coworkers and customers at the end. That we did not mean, as we said CRM are a strategic topic and a business philosophy.
Yield factors instead of hard KPIs
Therefore it is us a request to align the focus of our CRM of system at the needs of the sales coworker and the customer. Because the relationship and the relationship with the customers transparency and you will only in such a way be able on an improvement to work. If a CRM system the sales coworkers optimally in their communication supported and the customers become happier thereby, it is not to be pulled despicable conclusions from the agreed data base. Differently around it will not function however.
It is a simple thing: Customers are humans, therefore they should be treated also in such a way. And content customers come back.