1. Which are CRM implementation Golden Rules?.
In Mary Carol Alexander´s opinion, from Salesforce, these are the 8 golden rules a firm should consider when implementing a CRM Project:
1st: Executives´strong vision
2nd: Solid CRM Strategy
3rd: Valuable customer experiences
4th: High organizational collaboration
5th: Well defined and automatized processes
6th: Clear data and quality customer information
7th: Solid CRM Technology
8th: Information and dashboards to monitor CRM project´s success
2. Do customer´s satisfaction improve after CRM implementation?.
Accordingly a research developed by Wesley and colleagues, customer satisfaction do not improve after a CRM project implementation. Of course, there is a logic explanation: When they analyzed data regarding customer´s size, they realized that larger customers were more satisfied and medium and small customer´s satisfaction scores were getting worse.
As CRM project emphasize focusing on best customers, it is logic that after implementing a CRM project the company directs its efforts towards large (are more valuable) customers, forgetting medium and small ones.
3. What should I do to make my sales people use CRM Technology?.
Pay them, in a very radical decission a firm (Saleforce´s customer) decided to pay to their salespeople in order to make them use CRM.
Overall, the event was interesting, even I didn´t get no «whow» idea. Just one last thing what it surprised me a lot: Being the organziser Atlanta Interactive Marketing Association software was prohibited, the conference room had not wifi connection and NOBODY had a laptop, except for me, and I couldn´t use it…
I wonder: Bearing in mind our companies, what kind of CRM Technology they use mostly: On-demand (Salesforce, or others) or Client-server (Siebel)? Why? And in the future?
