If you ask a marketeer what is best tactic to involve customers with your brand and products, often times he will answer Facebook and rarelly your CRM application!
If CRM is all about relation with customers how come Facebook is more efficient?
Is Facebook so brilliant or your CRM so bad?
If your CRM is not getting your customers closer then it is about the time to revisit it!
Point is: what was you thinking when started implementing a CRM? Were you more focus on trying to get information rather than to involve yourself with customers?
Have you talked with customers asking what way can you give them more? Or did you left that for your marketing research?
When choosing CRM who was involved? Did you talked with software suppliers, with business consultants or sales consultants? Did anyone talked with your frontline? Did anyone talked with Marketing?
What really do you get out of your CRM?
If by now you're thinking that CRM is another thing... nothing to do with it. Then I'm sorry to inform you've been injured.
CRM stands for Customer Relationship Management and when you've bought one YOU were the customer!
So system you've bought was to please you instead to please your customers. That's why potentially Facebook can better please your customers than your CRM.
But don't get the impression is one or another: Facebook is excellent for your business tactics BUT CRM must be excellent for your business strategy!
It is time to buy technology to serve your customers and place your customers as your technology customers. Choose and implement what is best for them!
