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Webcast: HOW TO SCALE A DATA LITERACY PROGRAM AT YOUR ORGANIZATION

Webcast: HOW TO SCALE A DATA LITERACY PROGRAM AT YOUR ORGANIZATION

Join data & analytics leaders from Starbucks, Cardinal Health,...

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How EverQuote Democratized Data Through Self-Service Analytics

During our recent webinar on scaling self-service analytics, AtScale...

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How Analytics Governance Empowers Self-Service BI

The benefit of implementing analytics policies at the semantic...

How To Create A Powerful SMS Marketing Strategy

How To Create A Powerful SMS Marketing Strategy

Many small businesses are looking for more ways to...

Emerging Frameworks & Technologies that Combat the Rising Threat of Cyber Attacks

Emerging Frameworks & Technologies that Combat the Rising Threat of Cyber Attacks

The creation of the first computer virus in 1971...

CRM: The Most Important Relationship is with the Customer, Not the Data

June 2, 2011 No Comments

When we discuss Customer Relationship Management (CRM) it’s often in the context of technology. But technology is only one element, and not the hardest one to grasp.

CRM is about people, processes and technology, and in that order. It’s a discipline that’s practiced even without technology. Ever had a clerk or a waiter remember your name? That’s CRM. Gotten a break on a price from someone you do regular business with? That’s CRM. Received a note or an email letting you know that something you asked about is now in stock? That’s CRM, too.

But scaling those relationship moments requires technology — and that’s where CRM often runs into problems. A disturbing percentage of CRM implementations — between 40 and 80 percent, if you believe the industry researchers — ends in “failure.”

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