Ever stop to think about just how much your CRM program costs your company each year? How much money do you invest? How many hours did your management team devote to its selection, and your IT team to its implementation? How many dollars did all of that total? And how many more hours and dollars are spent now, day after day, month after month, to keep it all running and collecting and distributing and updating?
Wow. You must be enjoying some great outcomes to keep justifying those costs. So what are they? Not just general benefits, like "We gain a better understanding of our clients" or "We anticipate client needs and respond to them in a timely manner." In real life, what specifically did all those investments do for you today? Yesterday? What positive changes can be seen today because of your CRM? Go ahead; make a list. I'll wait for you in the next paragraph.
Ah. You're back. How did it go? Are you smiling? Feeling your findings would make your CFO happy? If so, great. But if no, then maybe it's time to take a good hard look at just what it is that your CRM is lacking. After all, if you can't see the benefits, then why are you wasting the money?
Let's get back to the drawing board. Let's make something great. And let's make sure it pays.
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