Where is the “Relationship” in the CRM ?

Customer “Relationship” Management systems have been around since the late 1980’s. Today there are 100s of CRMs – from generic all in ones to industry specific.

While technology has helped streamline the Sales process few questions remain.

Are Companies using CRM to,

  • Understand Customer behavior? 
  • Build effective Customer “Relationship”?
  • Help marketing efforts with meaningful data?

Most importantly, are Sales Rep using it effectively or is it a burden? If this is the case what is the impact on the Sales?

In a changing market it is important to review the real value of the systems and ask crucial questions. When changing people and more training is not working the problem is often “hidden in plain sight“.