CRM is an attitude, not a software solution

Costly software packages are often laboriously researched, demonstrated and installed in order to meet a perceived 'CRM need', argues Andy Bacon, Marketing Director EMEA of Sitel.

The crucial step many organisations omit is to firstly question whether it has developed the ideal customer engagement culture to best address its consumer audience.

CRM software will not solve the customer contact issues a company has - in fact it will hinder them further - if their strategy and culture are not CRM-enabling.

CRM is often used to only describe the software system, rather than a business mind-set that understands the importance of true customer care.

Any organisation can go a long way by simply reversing this trend and using common sense to ensure the corporate culture is fully aligned to maximise MRC - Management of the Relationship with the Customer.

Only when this is accepted, should a suitable CRM system be introduced to support the corporate ethos of consumer worth.

If a software system is installed in the hope that it will drive a cultural mind-set shift to service excellence, the exercise will fail.

Any organisation wishing to raise the importance of customer relationship management (as a cultural ethos, not just a software package) will certainly achieve a positive return on their investment.

Service leaders crush their competition through excellent customer service that differentiates them from the competition, creates a relationship with the customer and intensifies feelings of loyalty.

This is the area where Sitel makes a real difference to its clients and their customers' perceptions of the brands they represent.

A good CRM system will obviously help an organisation achieve this, but you don't necessarily have to have one to get the same result.

Just a few decades ago, service quality and customer relationship management were simply a part of the natural transaction between supplier and customer.

No software required.

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