In my last post I asked whether the CRM industry is ready willing and able to service the many small and medium sized businesses who could be potential customer. This post looks at how businesses should use their own systems and analysis to target clients – because this is something that I think a lot of CRM solutions sellers are failing to do.
You probably know the saying ‘the cobblers children wear the worst shoes’. The same could be applied to any industry, and the CRM business is no different. What’s going on here? When you work day to day in a business, servicing clients, looking for new business or developing enhancements to our offerings we often forget about our own business and to apply the same standards to our business as we would to that of a client. Why? There’s lots of reasons. No-one gets any credit for selling and implementing an internal CRM system; we are the experts so of course it’s already in place; we think we are actually doing this.
