CRM Investments

crm analystCRM investment is wasted if the intelligence it delivers fails to influence dispatched communications. How can businesses ensure that money spent on CRM analytics actually begins to benefit the messages that are delivered to customers and prospects?

While the importance of getting targeted communications out of the door has achieved mainstream awareness, there is still considerable potential for improved return on investment from CRM systems.

Too often, companies are compromising when it comes to communicating with customers and prospects. The lack of attention to the actual delivery of personalised messages to customers or enquirers is making a nonsense of many companies’ marketing strategies.

Arguably, the need for sophisticated mail has never been greater. Customer retention has become a major issue, with today’s multi-channel environment making it easier than ever for consumers to switch brand allegiance. Consumers are acutely aware that the balance of power has shifted in their favour. It is an accepted mantra that attracting new customers costs more than retaining existing customers, and suppliers operate knowing that bad service, or even perceived bad service, is more likely to be met with defection. Continue reading “CRM Investments”

Why CRM Fails

failure0400Between the decision to implement an enterprise-wide software solution and it implementation and acceptance, lies perhaps the most treacherous ground in the corporate IT landscape…

Research group after research group report that an extraordinarily high percentage of software projects either fail to meet their goals after completion, are delivered over-budget or late, or are simply cancelled outright.

Gartner says half the projects in their study exceeded their initial budget tolerance by 200%. Standish Group suggests fully 1/3 of software projects are scotched before a single user has drawn benefit from the application.

CRM – Customer Relationship Management – projects are no different; they are subject to the same torques and tensions that tear other projects apart. In fact, the numbers are higher with CRM projects; studies show up to 70% of CRM projects fail. What is the source of so many CRM failures? Are there characteristics of CRM projects that make them especially vulnerable? More important, what are the remedies? Continue reading “Why CRM Fails”

Entellium’s eSalesForce Free Product Demo Now Available

esalesforce entellium logoIn my first review of Entellium’s eSalesForce free “test drive” I wasn’t able to actually view their product because a live demo didn’t exist. Since then, Entellium has released a trial without having to speak with a sales rep which finally brings them almost up to par with other CRM vendors who have offered a live trial for years. The reason I say “almost” is because after you complete the registration form you still have to wait for an email before you can begin.

The email contains your free trial login information which you obviously need. This is true actually for most CRM vendors who offer a free trial but what kind of ruined the momentum of my experience was the fact the confirmation page said “We will contact you by email in the next 24 hours” instead of “you will receive an email in the next few minutes”. Continue reading “Entellium’s eSalesForce Free Product Demo Now Available”

26 Tips for CRM Freelancers

Having been a freelancer myself, I know how important it is to have a nice set of tools in your tool belt. CRM is a loosely used term today for what’s better known as customer relationship management. How do you explain that to friends or family though? “Yes, I work in CRM”. It’s easier and makes more sense to people when I tell them CRM is better known to the non-industry folks as software that helps keep track of my friends, business contacts, etc. It’s a software version of a Rolodex (which was before my time anyhow).

Anyhow, let’s get back on track here. I wanted to share a cool article for those who are doing general freelance work and looking for some cool online tools. It’s not necessarily for people in the CRM industry so if CRM isn’t your domain you can still benefit from this article.