Why don’t more businesses invest in CRMs?

I’ve worked for many companies, from a large subsidiary of Viacom to a suburban mom-and-pop retail shop. The jobs were all sales oriented, to an extent, and relied on relationships with customers to keep the business afloat. Yet strangely, the one thing all of these businesses - the large and the small - had in common was that we never used a CRM.

Why the aversion? Customer Relationship Management (CRM) systems are great for organising sales information. For example, look at Flightdeck CRM. Their website spells out quite plainly exactly what you can do with a CRM; everything from lead sheets to contact management is fair game. Yet the businesses I’ve worked with have used a variety of other methods to accomplish these goals, from good ole pen and paper to massive Microsoft Excel spreadsheets that were just begging to be corrupted.

So what’s out there in the land of business management software systems? I like the Flightdeck CRM, and their website for that matter. The language on the site does require a certain degree of understanding of business management, but that’s par for the course - you’re talking about high-spec company software here. But what’s great is, although there’s some jargon, the site has a very matter-of-fact approach to their sales pitch. The menus are clearly laid out (and colourful!) in a “Tell me this” way (”Tell me why Flightdeck is different”, “Tell me how Flightdeck can help me”, etc). Plain English is a wonderful thing. Read the rest of this entry »