What is Customer Relationship Management at its very core? What's the real reason people use CRM tools? How many deals do they lose every month by focusing on their technology and not their follow up?
For the past 10 years I've watched people use, misuse and become cross-eyed "mastering" CRM. Over 20 million emails sent, 100's of millions of notes logged, 10's of millions of phone calls recorded and 25k+ daily users of iMagicLab have convinced me of one thing: CRM Sucks.
Before every one of my competitors starts pointing car dealers at this post as a strategic advantage let me make one thing clear: All CRM's I've ever seen suck including Salesforce.com, Microsoft, SAP and the little market-milkers like VINSolutions or DealerSocket. They suck, they aren't user friendly and the require a full-time CRM Administrator to have any success at all. Here, think I'm just blowing smoke? Let's compare a CRM tool in the current market to a small, plastic green box with index cards:
Logging New Customer:
CRM - Lead customer to computer, turn on, launch browser, login, click the add button, type name, look through possible dups, get manager approval to override, type in info, wake up customer to resume sale
Green Plasic Box - Open box, look for customer with handly alphabetic tabs, pull out sturdy blank card, grab reliable simple ballpoint pen, carry card while selling car (add info as needed)
Making a test drive note:
CRM - Lead customer to computer (again), turn on, pray internet works today, launch browser, login, click search, type name, look through possible matches, add the current vehicle of interest, click 'test drive', add note and type in info, wake up customer to resume sale
Green Plasic Box - Remove handy card from pocket, remove cap from pen (or 'click' depending on type), write stock number and notes, put card back in pocket.
Seriously, I could keep going forever but in the name of efficency and in the mission to allow our dealers to broadcast emails to our customers over and over with dribble that only a very small percentage want, we have made it so hard to sell it's nearly criminal.
Everything has to be deleted, every line of code changed and every idea or concept reimagined. It's not enough (dealer.com) to copy my old project and patch up a few holes AND it's not enough to name your product as if it was a military unit (Dealersocket): It's time to change everything
Lots of questions and thoughts here... answers coming... CRMSuite