Blog Coveo Insights

CRM Myth Buster #4: Your CRM will make all your customers happier

Posted by Diane Berry on September 5, 2012

Have you ever played a game of Twister? The gyrations support agents need to go through to keep that 20% of customers who have really challenging issues to solve, happy, can be likened it to the Milton Bradley game. If you’re too young to know what Twister is, it’s a game where you connect your hands and feet in arbitrary and awkward configurations, to certain spots on a mat on the floor. You end up looking like a drunken spider. Plus you find muscles you didn’t know you had, which complain loudly. And you’re not the only player.

Even though CRMs may contain case content, customer history and some call notes, and some even have a knowledge base, agents still need information that is elsewhere, spread bread-crumb-like through customer communications across multiple channels, in social media like Twitter, in defect tracking databases, in shared folders, the intranet, in customer communities, on other websites, in email, call transcripts, a case that was just solved, maybe in the brain of another employee….you get the picture. It might even be in the intelligent combination of all of the above. Twister, with multiple agents playing the game. No wonder turnover is high and customers aren’t always happy.

Survey data tells us that agents need to access from 5 to 20 different systems to solve customer challenges, and that they may have access to less than 25 percent of customer information. Contact centers are designed for the 80% of cases which are standard, but the remaining 20% is where 60%+ of the dollars are spent, where customers are lost, and where relevant information is everywhere but in the CRM system. Read more and comment »

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CRM MYTH Buster #3 – Your CRM alone will help you sell more, faster

Posted by Diane Berry on August 28, 2012

What powers a sale? If we look at recent best-seller sales books such as The Challenger Sale, power equals relevance to the prospect or customer, and an ability to challenge their views, in effect helping them to see their world with new eyes.

How can sales management empower sales executives with the real-time intelligence to be highly relevant and strong and credible challengers? It starts with understanding the prospect’s context – and that context is multi-faceted, with information about it stored anywhere and everywhere – and certainly far beyond the CRM system. Add to the equation all of the tools your company has created to ensure your sales executives can be that credible challenger. Where does all of this information reside? How does sales discern which content is most appropriate for which prospect? Where do you store customer and prospect interaction data?

If yours is like most companies, information about your prospects and customers, plus all sales tools and interactions reside in a multitude of systems, and in a multitude of formats: Read more and comment »

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CRM MYTH Buster #2 – Your CRM alone will give you the needed 360° customer view

Posted by Diane Berry on August 21, 2012

If you could design a 360° customer view, what would it include? Has a CRM vendor asked this question of you? Or, does your provider decide what works best in a 360° view, and therefore decide how to define it?

I’m not saying that CRM providers don’t have good intentions. They absolutely do – but CRM systems alone cannot and will never provide that all-encompassing view. Not even if all the information you need for that view resides in the CRM system or its various modules. Let me explain:

  1. Even with the information that’s available in the CRM today – and there is a great deal of it – users must scroll, tab, cut, paste, remember and conjecture, just to get an overarching understanding of the customer they are either trying to sell to or support. Try to conduct one search across your CRM and its various modules to get a full view. It’s just very cumbersome.
  2. CRMs can’t federate information required from outside the CRM into it, as through an advanced indexing engine. They can provide the fields that you decide you need, in some way that is pre-organized for a handful of user types. Yet CRMs cannot correlate dispersed information in real time to present important relationships – key to uncovering experts that can help, as well as similar work that has been done before.
  3. Individual system admins and users should be able to define the dynamic 360° view that will help them accomplish their goals – selling to or supporting the customer. Their needs will change depending on the stage of interaction, type of customer, product, industry, season, the list is endless. No CRM can predefine the needs of a user at every point in time – they can only provide a view that works across all users, or a handful of predefined use cases.
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CRM MYTH Buster #1 – Your CRM alone is enough

Posted by Diane Berry on August 14, 2012

CRM MYTH Buster #1

MYTH: Your CRM alone is enough

We would all like to believe that the latest incarnation of the CRM will handle it all: The panacea of all information in a single system of record. We’ve been through this cycle several times already.   We’ve seen best-of-breed turn into larger platforms such as ERP.  The promise of the all-in-one system that contains everything never happens, and won’t happen in the future. In fact, non-integrated systems and information sources have proliferated by a factor of 2.5 within the past 10 years for most companies. Systems that have been designed independently and don’t talk to each other.  CRM systems, in fact, are further than ever from the 360° view of the customer promised for so long. In reality, no matter what you’ve been told or promised, CRM alone is not enough. Read more and comment »

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