CRM—It’s Not About The Software

Categories: All Posts, Finding, Acquiring, and Delighting Customers Tags: crm, strategy

This sums up a lot of conversation, blog posts, interactions, and opinions. At the end of the day…

CRM Is About Humans, Not Software

Several months ago I read an article in CRM magazine by CRM expert Barton Goldenberg. In it he said that CRM is 40% “human,” 40% process, and 20% technology.

I agree.

CRM is a business philosophy/strategy designed to improve relationships between human beings, it is not designed to collect data for data’s sake. Do not let the complexity of the software blind you to the importance of user adoption and user satisfaction.

You cannot implement a successful CRM strategy with your customers until you get buy-in from your employees. That means you need to focus at least as much attention on your adoption strategy as you do in selecting a vendor. Frankly, probably more.

via CRM—It’s Not About The Software | Customer Service Experience .

About Brian Vellmure

For much of the last two decades, Brian has been helping B2B and B2C organizations across a variety of industries and sizes accelerate growth through customer focused transformation initiatives. He is an accomplished business leader, management consultant, keynote speaker, and an award winning syndicated blogger. He is often referred to as a Social CRM and Social Business thought leader & pioneer.

His thoughts have been featured in Forbes, Inc, CRM magazine and a host of other publications. He is a regular contributor to several additional media properties including Social Media Today, Social Enterprise Today, CustomerThink, the CIO Collaboration Network, and multiple Ziff Davis outlets.

In addition, he often serves as an expert advisor for technology vendors and their customers, providing thought leadership content, and market and product strategy guidance. Clients include IBM, SAS Institute, Microsoft Corporation, NICE Systems, Eloqua, Avaya, Marketo, SugarCRM, InsideView, and several startups.

Brian was a founding board member of International Princess Project, a social enterprise pioneer that helps restore hope & dignity to women formerly trafficked and/or enslaved in forced prostitution through a unique and sustainable organizational model. http://www.punjammies.com

Brian has traveled to more than 40 countries, is a real estate investor, and was an award winning NCAA Division 1 football scholarship athlete. He is is based in Orange County, CA.

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Comments

Richard says

April 8, 2009 at 6:31 am

I agree.
You can buy the software, but if you can’t teach people how to use it, then CRM is just nothing.
That happens in all sort of things.