In the modern business community, there will hardly be a manager who wasn’t hearing earlier about such fashionable concept as CRM. About such software there is the set of publications, disclosing benefits and results of the implementation of this approach to management of on large-scale business actions. However, all information on CRM still has general and theoretical character. There is more interest on how it is better to use possibilities of CRM approach at the specific entity with the minimum investments of financial and temporary resources and how to choose the best CRM system for the business.
The shortage of simple and clear information became the reason of distribution of a number of myths about CRM systems which or led to an unsuccessful experience of the use of systems of this class, or discouraged to their implementation in the organization at all. But “a new wave the” of modern and more clear decisions operating with familiar concepts and oriented to the solution of familiar tasks of business significantly stirred interest of management in the CRM industry. They displaced attention focus to the applied sphere which is more clear to the heads of the entities.
The best CRM system automates customer relations.
This, perhaps, the main delusion which prevents successful implementation of the CRM system at the entity. A CRM system is only the tool for creation of the customer-oriented company. If the entity business processes are well delivered and managers fully use the principles of CRM, automation anyway will yield positive result irrespective of the fact which means will be for this purpose used.
CRM system is necessary only for the companies which can’t solve the organizational problems.
CRM system is not meant to solve the current problems and not the just fashionable concept or the intellectual notebook public. Choosing the best CRM system, you, first of all, shall think of that how many of you will be able to earn thanks to the system. And only in that case, it will become the powerful tool for attraction and development of clients, the tool for the growth of sales and cross-selling.
CRM implementation is difficult and expensive
This delusion came from the sphere of ERP decisions. Implementation of systems of this class costs hundreds of thousands of dollars, requires several years of work on automation of business processes, integration of all office systems and applications. That is the technological task difficult in implementation to a large extent. CRM systems are more a question of implementation of methodologies, but not difficult technical developments.