Customer Relationship Management In The Digital Age

There is no right way to do it. It is all about what works and what doesn’t. When we talk about Customer Relationship Management(CRM) it does not only entail solving the issue right away. This would anyway have to be ‘one’ of the outcomes. Notice how I stressed on the word one. It depends on may factors which will be explained in details as you read further.

Yeah you read it right. In today’s digital age when the cost of implementing CRM is affordable by companies of all sizes, it’s about what works and not about how well you try to imitate the practices of a successful CRM company . A fairly young company in the market, when it tries to copy another leader in the same segment is going to fail in this area specifically because what works for company A will not be the same as for company B when it comes to CRM.

There are always going to be standard procedures in place when it comes to how CRM is designed, managed and implemented. In today’s competitive market this division makes a huge dent in what the company’s image is going to be like as this department is tasked with handling the client till they decide to move on to better options.

What works for you:

What this actually means is that it depends on many factors such as

  • Size of the company
  • Team composition
  • Type of clientele
  • Budget
  • Tools that you think work for you
  • Cross functional teams
  • Flow of information between the departments

No two companies though competing in the same market with the same product/service can perform with equal efficiency on these factors with each other. They would lack in something when compared to the other. This is why this factor is so important, it always depends on what works for you. If you figure that out then you would be the best you can be when it comes to managing your clients.

Solving the issue: Only part of the solution:

  • Of course they expect you to solve their issue. This is the concept behind the existence of CRM or what was initially thought of it.
  • Today it is a different story all together. How do you convince a client that they would be taken care of once they sign up with you. At the end of the day all you hear on social media is that this company’s CRM sucks to the core. It could be an issue with the product/service or there are many other reasons that could lead to this kind of review.
  • At the end of the day it all comes down to how do you manage or handle your client’s expectations. This truly matters and what works for you is what will help you establish this.
  • Do not take it personally if the CRM department is blamed for losing clients. This is the only department towards which the client can point a finger and say that I am not satisfied with the service. This is because this department has the maximum interaction with the client.

How to show you care:

  • Showing the client on how you plan to stay on top of things is going to be the biggest factor.

This could mean:

  1. Creating custom dash boards
  2. Having tags to know how critical the issues are
  3. Analyze your experience from prior interactions with other clients and see how you can improve further with the new ones.
  4. Have a well-defined, short feedback form which would actually capture what you need. (Again this would solely depend on what works for you) .
  5. You need to ensure that they take this feedback seriously and tell them how important it is to create a stronger bond between the two of you. All they are looking for is for you to manage them so they need not have to do it themselves.


You need to proactively show them how you are going to establish this. Also, take their feedback if this works for them or are they expecting something different. You need to make it clear as to what you can share and to what extent you are willing to support them. This has to be your priority as I had mentioned before it’s about what works for you.

As you can see that CRM is something of creative design than a standard process which is why it’s always evolving and is unique to every organisation. My advise is to approach it with an open mid and figure out ‘WHAT WORKS FOR YOU’.

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