The absence of CRM culture – Brunomag Concept Srl

Attention to the customer is fundamental for the growth of a company. A system CRM (= Management of customer relationships) offers you a clear view of customers and better management relating to contact details.

What happens when CRM culture is missing? Nothing good.

In special:

1. The relationship with customers is left to the will
2. There is no customer response procedure
3. As a result, the response speed for customers is low and implicitly sales must suffer

1) Reports left to the will

Often, following a single interaction, a relationship with a client of the company is linked to a single advertisement and its (or bad) good will be, with high risks for the turnover of the company.

The relationships left to the event depend on the kindness of people, who, at times, even when they strive, do not have time to maintain the relationship with every customer and cannot keep in mind everything, especially when the sales phase is over.

Therefore, customers and potential customers – the source of the company’s prosperity – are lost for various reasons:

• Nobody contacted him and searched for other suppliers;
• They did not receive what they promised in the promised term;
• They need help, but I don’t know where to look for;
• Call the company and are transferred from one manager to another;
• They are not invited to events organized by the company;
• I do not receive interesting news from the company, by e-mail or via social networks;
• It must pass through very complex procedures to obtain the company or the services of the company.

2) There is no customer response procedure

For a customer, the initial phase of the acquisition process, the one in which the estimates are collected and the budget is defined, is always urgent. You have to respond within a few hours of the request, setting an appointment as soon as possible and make sure that a proposal reaches within a week. .

Therefore, it is necessary to have notices that remind you, in the following weeks, not to disturb the respective customer to understand what happened to your proposal. This game of calls and meetings can continue for months.

If CRM culture is missing, it returns to things done at random: whoever wants to answer and when he wants, with the time he wants. And customers complain.

The procedure helps to define the rules that, from customers, always lead to the treatment in the same way by all members of the company and the perception of a culture of the company of a certain type.

3) Response speed for a customer

Think of what is happening in a very busy restaurant, but where the service is punctual and will not wait.

After settling, the waiter brings the menu, then returns to take orders through the tablet, almost at the same time when drinks are needed (the bar received the order via Wi-Fi) and the kitchens prepare your dishes in a timely manner. How did they do? Due to the organization of all the restaurant departments that guarantee quality and speed. In the kitchen, in particular, there are precise procedures for each activity: preparation of bases, prepared, cooking, served, clean.

On the other hand, in a crowded restaurant you have the feeling you are waiting for too much, chaos reigns. Simply, restaurants are not organized for the customer set.

This also happens in companies if I cannot correctly manage the relationship with the customer:

• Who is the customer who has just called?
• Has the customer already placed orders in the past?
• Who talked to the customer with?
• Did you access the discounts?
• Can you wait or is it a key customer?

In the absence of a CRM culture it is impossible to keep everything in mind, impossible to dentify the procedures, it is impossible to manage even different customers. Regardless of the truly praised efforts of entrepreneurs and collaborators, who do their best to thrive, You could make less effort and you can get more results.

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