First, let’s define what a CRM is: The term Customer Relationship Management (CRM) software is a system that connects different parts of a company through the thread of customer relationships. Sales, Marketing, Accounting and Customer Service can all be tied together with a powerful, centralized CRM software made to retain customer loyalty, increase revenue, deliver consistent and efficient customer service, and finally, evaluate which customers to focus on.

Basically, every company has customers, and every company should maintain some basic information about those customers such as names, addresses, purchases, contracts, invoices, etc. Therefore every company should have at least some basic "CRM Technology" to track and serve their customers. Even small businesses use Outlook, Quicken or other applications for this purpose. 

If you use Microsoft Outlook for your daily communications, calendaring, tasks and appointments and need a way to track sales leads and opportunities, to share data across sales representatives, to improve the understanding of your sales process, to communicate with a broad groups of people on a one to one basis, to improve your business process in the most important area – sales, and need a reporting system that beats multiple excel spreadsheets, then you need a complete CRM solution. 

Why ? Because a CRM software can increase profitability for your business by reducing current operating costs, usually in the call center or distribution system, and by increasing customer value through smarter marketing using customer data to increase customer profitability.  

Can you do it without a CRM ?  Probably, but not as  efficiently because only a CRM is built to take care of Customer personal needs “centrally”, meaning that by using a single software, all the employees of  the same company can access an organised database via Internet, where sales, customer service and management have access to the same customer data using tools such as “Sales Force Automation” (provides Lead Management, Opportunity Management, Account and Contact Management, Reports and Dashboards specifically useful for your organization's sales team), “Customer Support and Services” (provides Ticket Management, Knowledge Base, E-mail Notifications specifically useful for your organization's customer support team.),  “Marketing Automation” (provides Lead Management, Mailing Lists, E-mail/Mail Merge templates, Product Management, specifically useful for your organization's marketing team.), “Inventory Management” (provides Products, Price Books, Vendors, Quotes, Purchase Orders, Sales Orders, and Invoices specifically useful for integrating your organization's sales, inventory, and accounting processes and enhance the sales effectiveness.) , providing a complete integration between pre-sales, post-sales, procurement, fulfillment, and other business processes within your organization. 

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As the Internet becomes an increasing part of our lives there are a growing number of web sites which are run for dissatisfied customers to publicly air their complaints about bad service. See your name posted on these sites or get contacted by them and you know you have a problem!

How can you prevent your business from becoming ‘feature of the week’? Of all the skills small business owners need these days, the one least practiced is the ability to step back and look at your business from the customer’s perspective.

Having an effective complaint handling process is important but that is the equivalent of closing the stable door after the horse has bolted – it’s too late, your customer has already suffered.

It’s more effective to know what your customers could potentially complaint about and put it right before it happens.

So what are the common reasons for customer complaints? Mark Bradley of Customer Service Network (www.customernet.com), which facilitates in benchmarking, improving processes and implementing improvements to help reduce customer complaints, says,

“Financial loss is the obvious reason but the rest can be split into operational and emotional reasons.”

In this article we will look at some of the operational and emotional or human issues within your business which could give your customers cause to complain. Take a look at these and examine each part of your business. How do you stand up?

“You didn’t do what you promised.” 

When did you last review your advertising material or web site? Do they contain service promises which sounded great at the time but have since been forgotten? For example, do you promise to deliver within 24 hours but changes in processes have meant that is no longer possible? No one may have complained yet but sooner or later someone will.

 “Your product didn’t do what it’s supposed to do.” 

When did you last undertake a quality check of your product? Random checks can help weed out poor quality workmanship before a customer spots it. 

When buying your stock or finished item do you test it?

 “You’re never open when I need you.” 

9 to 5, 5 days a week may have been acceptable when you first started out, but is this still what the customer wants? Check with your customers – they may want you to open later and close later.

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Whatever happened to the adage "The customer is king or queen"? or the customer is always right.  Not anymore. Company’s representatives seem to delight in arguing with and stone-walling customers and some even brag on their blogs about early morning and late evening calling just to upset customers to set them up for their day.  

What kind of individual gets kicks from this kind of behavior? Do they even think before they call the reaction of the customer they call and whom they might come in contact with that day? Is this kind of action possibly more legal liability just waiting to happen?

Road Rage is so common in our society now... what’s next- Telephone Tantrum? Will this also be a psychiatric diagnosis and a legally defendable offense? I would almost bet on it!

Credit card companies are the amongst some of the worst offenders and now, if one is a good, pay your bills on time and in full customer they don’t want you and in fact, are considering penalizing the "good customer" by charging them an annual fee to use their card.  Seriously?

It truly amazes and stuns me how deplorable customer service has become. It‘s such an oxymoron... customer and service don’t go together anymore; there is no service for the customer it is all about the company’s way to make money, more profit. 

Don’t companies care anymore about the way that they are perceived? The only power and voice the customer has left is not to be a company’s customer anymore and when that happens there will be no need for the bottom-line, making money/profit, customer service or the CEO; therefore no more company.

 I have always been a positive person and I try to look at both sides of every situation. Do I have suggestions and offer solutions. ABSOLUTELY! When I have had an excellent experience with customer service I tell them so and thank them as well as telling everyone that I come in contact with what a great company, service or product they have.   Lately, I have been silent... wonder why?

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