I came across this article (Advisers Lack CRM Knowledge) which is essentially a short factoid about CRM applications….and so true!
And I also believe the same to be true many other business systems outside of accounting since there’s typically a resource for every function (treasury, cost accounting, accounts payable, etc.) within that discipline. And what’s more is that with CRM, many can’t translate it’s value to the organization mainly because the data can be difficult to synthesize and interpret. This makes buy-in very challenging and leaves the CRM Manager with an uphill battle for obtaining resources and being a strategic priority.
Here are what I believe the keys are to overcoming the lack of CRM knowledge:
1) System Selection – Executives & Departmental managers must be involved in choosing the system.
2) Training – The entire “Business” must then undergo training so the benefits become more real.
3) Reporting – CRM Managers must identify critical system KPI’s and disseminate them regularly.
4) Acquistion & Retenion – CRM must be involved in these at every level (Stores, Web, Social, etc.)
In conclusion, there is a lack of knowledge and understanding for many outside of CRM, but this can be easily overcome through training and development and strong customer relationship managers.
