What CRM really mean?

After almost 50 years involved in direct marketing, I always thought CRM was short for ... Customer Loyalty Marketing. Today it has evolved in the sense ... Loyalty Management.

To change the "marketing" to "management" is not much of a change in sound.

But in truth, is enormous.

Today's definition of "management" of the code that appears in the center of all the software and the technical structure to maintain the database for aCompany "customer loyalty" program. the company's conference room, a lively discussion followed the better because the technical aspects of the law is or how eCometry Right Now ... or vice versa.

Forgetting is the 'art' for customer loyalty in the first place. This is a symptom of corporate America today. Just as in the practice of medicine, all have a "specialty". This creates marketing committee managed. The result is very high creativity with a regular customer loyaltytechnical part of the software with all the "bells and whistles." But in the long run, is not the creative work for the establishment of a brilliant marketing plan. Here's what happens when everyone is a specialist.

My comments are not those aimed at managing the technical aspects of database audit software. I spoke to senior management, especially if the company is $ 3 million to 7 million dollars in sales area and can not afford even more levels of managementResponsibility. I fear that the top management of today have passed the ranks as a specialist. They never learned their craft with the "chef" and "the cleaning machine.

Years ago, we have a marketing plan creative retention ... then the technology of the day turned to that plan. today's top management must take a step back and look at the big picture they're trying to achieve. It boils down to one thing ... increase sales from your customer database. It is not onlywith the software with all the bells and whistles. If the top management has to function correctly, they would like their "technocrats" to become "tail wagging the dog company" are upset. Yes, it's a good technical management software is an integral part of CRM, but it is one too many parts to ensure an increase in sales of a company's database.

Here is a good example. One of my employees asked me to contact his nephew, the owner of a wholesale candy company. He felt that could help the company growexponentially with CRM right. It 'was an operation of $ 6,000,000 per year. All of their sales came from its catalog on the Internet. He had even sent a mailing to repeat, let alone a repeat e-mail. I sent letters, emails and also the uncle of the owner called my name. Do I have a word? No, no sign of life. Not even a "Thanks but no thanks." Here is a society where a good CRM plan has more than doubled sales in one year.