Is  your world not moving faster and faster? As a result, you experience a gigantic lack of time to manage your customers contacts and exploit them.

Too many companies and professionals still squander the treasure that is customer contact.

It was complicated

Often in the past, their solution was systematically administrating tumblr_ohl5giwWif1qajmbto1_500.giftheir contacts  in a so called CRM, which  was an acronym for Contact Registration Method.  Such systems  – free format and badly-structured – were very hard to integrate it into an emerging culture of using the advantages of customer insights.

Customer-experience  proliferated  in the last ten years, and chances are that you relied heavily on customer experience metrics too.  Sometimes that metric was first time right or some thing like. With the result that CRM evolved into a database to reduce costs: CRM as a Cost Reduction Machine. And as a consequence a simple lack of results from too much focus on that one top-line metric.

Many companies and professionals struggled with how to embed their CRM in their daily operations. For many the problem was  a disconnect between their CRM and their actual work performance; for others, it was  a loss of confidence  when their CRM didn’t seem to provide a relevant overview of the customer.  Even worse: some companies prefered transactional  (the financial past) to  relational measures (still your foundation for growth).  Complicating the problem, many of us  struggled with collecting relevant data of customers in the real world. Yes, we did have social monitoring and webcare and sometimes these systems did have a tiny, tiny crm module, enabling you to analyze and act on reactions in online channels..

In the past, many companies didn’t have the culture to organize customer contacts through the front line to improve results or to implement innovation.

Taken together – yes this list of complaints is complicated –  many companies were tone-deaf to the use of their customer data, raising a wall to prevent the foundation of a successful customer-centric strategy. In the past, building such a system took time with mixed benefits.

In this world there are chances

Many organizations and professionals still neglect the role of internet and social media in the professional and personal life of their customers.

When was the last time you drove to a shopping mall and purchased something?  Probably, you consulted the internet,  even for low-budget, low-impact goods. Whether your customers are looking for information on prices, reviews, quality or the general experience, they share on the fly their insights to their friends and followers.

tumblr_olglp7wld41u17ynao1_500 Innovation and progress in technology  and the adoption of that technology has changed society, politics, professionals and persons.

A fundamental consumer trend is that more than 50 percent of business is now done online (a figure that demonstrates constant growth) and most of us are almost permanently connected.

Online is like Eating: it’s hard to stop Consumption.

I believe the fundamental challenge is one of matching: organizations and professionals are out of sync with the people they want to do business with.  Therefore, it now becomes imperative to re-frame your approach of how to communicate and how to build relations.

There should be a better way than this

In a world that is moving faster and faster and where it seems like we have less and less time to think, there is better way to approach CRM, particularly when it comes to those associated with improving and developing the customer’s experience.

Just keep in keep mind the traditional CRM-approach

In this approach you re-engineer the customer-facing business processes and systems to ensure the efficiency and accuracy of day-to-day operations across sales, marketing and customer service’.  Data are stored, extracted, interpreted and reported to optimize business decisions and to support customer-centricity.  Collaboration is about the integration of of the front- and back-office processes that combine to support customer interactions.’ And social is just about delivering a consistent  customer experience across social media, using analytics to support customer conversations and response handling. I

Nowadays Forrester defines CRM as: The business processes and supporting technologies that support the key activities of targeting, acquiring, retaining, understanding, and collaborating with customers. 

Is this all the progress we made with CRM in the last 15 years?

What matters  now is not limited to how  to use a systematic capability to collect, analyze, and act on data from customers and prospects. What matters now is that digital provides you with an effective and complete management system of customer insights.

Design thinking supports the future of your CRM-strategy

As stated, the balance of power in business shifted from organisations to customers now they are well connected, informed, empowered and networked. As business or as a professional you have to change your business approach: from service-delivery-centric to customer-centric.

Nowadays, everyone is jumping to customer experience management as the solution. And then design thinking comes for me in. At the core of these shifts lies the customer and the challenge for business leaders  how to engage with them creating adequate business solutions.. It’s an ill-defined challenge and will require new thinking and problem solving that is less quantitative and more focused on human behaviors and inventing a new future. Design thinking is uniquely suited for the challenge.

By doing so, you will be able to maintain better conversations with leads, customers and staff. Nowadays, as things go faster, using  such an approach supports understanding the customer and your environment and – in the end – the bottom line can accrue more quickly.

 

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