Everyone knows the term CRM and most people first think of systems and third-party software. "All you have to do is introduce a system. Then the new customers will come on their own.... Oh yes, and existing customer care is automatically optimised with it." After all, CRM systems have processes that fit all companies perfectly and promise direct success, otherwise no one would use them..
Do you still know X Factor? As Jonathan Frakes used to say there: "I'm sorry to disappoint you, this story is fictitious". So don't let anyone in the sales process talk you into it, because then the CRM project won't work anyway.
CRM is not just a system that is introduced.
CRM is philosophy and a constant process of improvement in the company, initially without any system at all, only with colleagues. It is about recognising potential in current process structures, working out new ideas together and the associated further development in sales, marketing, service and related areas.
Customer management alone is no longer the sole focus. It is about structured communication in all channels. And about prospects, customers, suppliers, partners, even competitors. A 360° view of your corporate world. This is no longer from X-Faktor, but it is still called XRM. And any-relationship management.
Certainly we can provide advice on this. Certainly, products can help. But the process begins in the company - only in the second step does a decision for a system make sense. The term CRM maturity is often used here, which increases with time and use: The company develops a better understanding of the added value of the processes and systems and constantly finds new ideas for further optimisations. These are then brought to the project team by the users themselves and this is exactly the point that should be achieved in every project.
First the processes, then the system. First the work, then the success.