Newsstand

June 9, 2011
Exposing Some of the Most Prevalent CRM Marketing Myths [DMA11]

Myths abound around the subject of customer relationship management (CRM). And while you’d think that most businesses with even the slightest bit of experience dealing directly with customers would know the difference between the myths and facts, the reality is that the advent of readily available information systems and CRM marketing tools has sort of clouded the waters a bit. Here are some of the most prevalent CRM marketing myths, and the facts behind them.

Myth: CRM Marketing is Reliant on Technology
There’s no CRM marketing tool in the world that can operate on its own, let alone take the place of the most important aspect of customer relationships: human interaction. Customer relationship management is about taking a long hard look at existing processes, gathering information, and taking action to use the information obtained to make a better customer experience—thus improving sales and ensuring that customers will bring repeat business. CRM is about strategy and taking action. Sure, a business’s job is made far easier by the implementation of information systems and software programs that do a lot of the heavy lifting, but the actual strategizing and implementation of improvements remains something that hast to be done by living, breathing human beings. Just because your company has paid good money for a highly functioning CRM marketing tool doesn’t mean you’re off the hook, but it’ll definitely make the job of data collection far simpler and more streamlined.

Myth: CRM Marketing Requires a Social Media Presence
Although it’s in every company’s best interest to have a social media presence, CRM marketing isn’t reliant on social media to operate. CRM works on many levels to engage customers so that you can identify and resolve problems as they’re identified. Social media is just one of many channels that can be utilized in order to accomplish this, but by no means is it reliant on your having a Facebook page or Twitter account.

Myth: The Right CRM Marketing Tool will Solve All Your Problems
There’s no such thing as a cure-all, especially when it comes to marketing. There are only those who believe in cure-alls, and those who promote the myth, usually with the intent of selling you on their particular CRM software package. These tools are useful and can be incredibly effective timesavers, but in the end they’re just that—tools that support your efforts, not tools that will replace procedures or suddenly make everything right. Every business has to have a solid plan in place to address customer relations. CRM information systems are there to make the job of information collection easier, not to replace the implementation of solutions.

If you’re interested in learning more about how CRM operates, and to talk face to face with experts who can offer valuable solutions to strengthening your customer relations, the DMA2011 Conference & Exhibition happening October 1 – 6 in Boston is a great opportunity for you to do just that. In addition to keynote speeches from respected authorities in marketing, there will be a large number of customer service exhibits and workshops that you can attend which will educate you on the latest trends in CRM.

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