The CRM knows too much
An effective Customer Relationship Management system can bring benefits for both the vendor as the customer.
In this video the information of the CRM is bit over the top or even scary for the customer:
The video is produced by ACLU American Civil Liberties Union having their mission of protecting your liberty as an individual.
The CRM as source of information
Until now most CRM and SFA (Sales Force Automation) solutions are being used as a contact data base and a system to organize direct mailing or email campaigns.
However instead of being a data entry system for your sales team, a CRM should be integrated with several different systems for aggregating all useful information for Sales:
- The information available within the company:
Documents: filing documents by customer for easy retrieval
Email: both in- and outgoing emails should be registered automatically by customer
Website: knowing when you customers visit your website for customer retention and nurturing
- The Internet: data mining for available information on company and contacts
Then the CRM becomes a Computer Assisted Selling system serving both the salesman and the (potential) customer better.
What functionality do you use of the CRM at work?
What functionality would you like to have in a CRM in order to use it?
What functionality would you like to eliminate from your current CRM?