Goodbye CRM, Hello Real-Time Customer Relations!

There, I said it! Goodbye CRM.

In today’s fast-paced world everything is happening in real time: Customers are researching products and services, they are buying, they are experiencing your brand, and most importantly—they are telling friends and family about their experiences with your brand and your people.

It’s no longer about who is in your database. It’s about your customer, at every touch point, and whether or not you are giving them a “remarkable” experience. If it’s remarkable, they will tell others to try you. If it’s not, you lose.

So what does this mean?
Don’t concentrate on databases. Concentrate on real people, real customers.
Give them remarkable experiences.
Forget traditional advertising. When is the last time you tracked an ad and said it converted to a sale?
But…..give one of your fans a remarkable experience and they WILL talk positively about you. It’s happening every day — word of mouth, on Twitter, on Facebook, on sites like Yelp, YouTube, etc.

The NEW CRM Rules!

Customer Relationship Management (CRM) is changing rapidly and if your company or organization is in the stone age—that is—just capturing data—you are being left behind.

Today’s world is about “Social CRM.” It’s no longer just gathering data and segmentation/selling to that data.

In today’s world you don’t sell to a number. You sell to people. And people are social, have expectations, and want to be treated special.

It used to be that “sales” representatives would “handle” customers. In the new age, all employees should be customer-focused. It used to be there would be period customer engagement when they placed an order. Now, as customers interact and talk about your brand, products and services, CRM is about “sustained customer engagement.”

And that’s the key. The future of CRM is social, not data. It’s not about a computer application, it’s about people. What do you know about your best customers that can go into that database? In the nonprofit world they put in meaningful personal information about children, family life, events important to a donor. As a for-profit business have you ever thought enough about your customer to do that so you can have a meaningful conversation?

(c) Joseph Barnes DIGITAL3000.NET