CRM does not manage customer relationships yet!

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Customer Relationship Management (CRM) is a widely used enterprise software. Many organisations use various CRM software across the globe. However, the name Customer Relationship Management (CRM) can be misleading. CRM does not manage customer relationships yet. CRM is simply a tool to store customer/prospect records and transactions through different channels (website, email, phone, in-store).

We still require humans to manage and maintain the relationship with the customers/prospects. CRM is merely a tool that records information. Hence, rolling out new CRM will not make much difference in customer relationships if the human element is lacking.

If you really want to improve customer relationships, start with the customer experience. Then, work backwards to establish how CRM can assist your staff in developing meaningful relationships with your prospects and customers.

Customer Experience

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