Crm is not a software, first and foremost crm is a business strategy, business strategy that answer the question how to create loyal, satisfied, profitable client, how to increase your value proposition, how to defeat your competitors, how to guarantee your future business success. And this notion I want to bring to all my past and future client. Software is just a tool, one facet of the crm.
The big problem is that customers, mostly, don’t understand this, especially in fledgling crm markets as in Ukraine, for example. They think that what they need is just a software package and in many times it contains only customer database with names, addresses and other flat information. They don’t know who their customer is, they don’t think how to increase the value proposition, they don’t analyze competitors and their products.
But how we can achieve business goals, increase profits and competitiveness of the business just by installing software tool? We need to change how we work, how our business processes work, how our people work. And this problem is bilateral: clients can’t get their business goals, crm consultants can’t differentiate yourself from partner network colleagues, software creators and distributors.
