文章基本信息

标题：CRM--it's more than software
期刊名称：Call Center Solutions
印刷版ISSN：1521-0774
出版年度：1999
卷号：Oct 1999
出版社：Technology Marketing Corp.

CRM--it's more than software

Recently, while waiting at my home for a ride to the airport on my latest business trip, I heard the sound of a soft yet annoying tapping noise at the window in my garage. I opened the garage door to find that the sound was being produced by a bird trapped inside my garage, repeatedly flying into a window. Approaching the bird to set him free only increased the speed at which the poor bird slammed into the various window panes. Eventually, some coaxing led the bird to the open garage door, where it escaped.

As I pondered this scene on my way to the airport, I couldn't help but wonder if many of us are going through the same exercise in futility as we try to build a customer relationship management program in our offices.

When I arrived at the trade show, I realized my hunch was correct. It seemed that every vendor at the show touted itself as a complete CRM solutions provider. Further interrogation led each vendor to explain to me that their CRM solution is vastly different from everyone elses'. Of course, when 25 people tell me that their solutions are unique, I get skeptical and so should you. How can anyone implement a CRM solution when no two solutions providers agree on what CRM means?

Recently, I had an opportunity to speak with Jody Wacker of Apropos Technology (www.apropos.com), who told me, "CRM is not a product, it is a process." Jody is absolutely correct.

Vendors are touting complete solutions, but providing superior CRM must be the mission of the company first and a software solution second.

I would venture to say that a company with limited technology, but a desire to provide their customers with the best service will always come out ahead of a company with superior software that doesn't have the drive to provide their customers with the best-possible service.

Having said this, it seems obvious that the best solution is a mix of the best technology coupled with the best philosophy of providing world-class service and support.

To that end, it must be up to you to concentrate on making sure the philosophy of ideal customer service is already instilled in your organization, If you are aiming to learn how to implement the best CRM solution for your company, come to CTI(TM) EXPO Fall '99, December 7-9 in Las Vegas, and witness the live CRM demonstration sponsored by Quintus Corporation (www.quintus.com).

In keeping with TMC(TM)'s history of providing you with the most relevant, up-to-the-minute demonstrations, Quintus will exhibit a live, working CRM demonstration that coexists with the live, multimedia, blended call center right on the show floor. The live, multimedia call center at CTI(TM) EXPO Spring '99 in Washington D.C. had a final tally of 11,000 phone calls made during the event. No other show I have attended has ever done this on the show floor - and believe me, I attend them all.

Quintus will demonstrate a variety of stations that are vital in any CRM implementation. By coming to the show, you can learn firsthand about the actual substance behind what has become a tremendous amount of CRM hype in the call center industry. Best of all, you will learn how CRM works into the overall call center implementation.

As customer service evolves and we struggle to evolve with it, it is important to know what direction to fly in before we start flapping our wings. Apparently, birds are resilient and can rebound quite nicely after repeatedly flying into a window. Perhaps you, too, have hit a window once or twice in your career. The goal of this publication and indeed the mission of TMC(TM) as a whole is to provide you with the information vital to your career and your company to keep you soaring on the right trajectory. Nothing is worse than devoting your resources to a misdirected initiative. Please come to CTI(TM) EXPO Fall '99, December 7-9 in Las Vegas, Nevada, and we will help you prepare your customer relationship management for the next millennium. If you register online today at Nvw.ctiexpo.corn, you'll save $25 off the admission price of the show. I hope to see you there.