Is CRM CUSTOMER CENTRIC ITSELF?

Written by Ricardo Pereira da Silva for Buljan & Partners Consulting

CRM customer centric

A great example about the difference between CRM (Customer Relationship Management) and CCC (Customer Centric Culture).

Or, in other words, the demonstration that CRM is only a facilitator of relationships and interactions, but that by itself it is not sufficient to generate emotional loyalty between a customer and a brand.

Here are some good examples that this film illustrates:

- Having a smooth and interactive relationship with a client is not enough to get into his heart, but only into his wallet (at least until he finds a company that is truly dedicated to him).

- The operator (Nuria) works in a call center for a telecommunication company and is subject to a script, which is usually set within a CRM strategy. This script was created by someone for whom a customer is a set of numbers, ratios, KPIs, … but never a person. Never the person through whom that person may receive a salary at the end of the month: the customer. Whoever decides to give money to that company and not to another one.

- Not only the client (Enrique) realizes that quickly, we all have come across situations where we turn to companies that claim to be interactive and close to their customers; Companies that spread the world that they would do everything for their customer, etc …
Just reach a call center of one of these companies and you will be treated like a number, and you will soon realize that it is a strategy to take commercial advantage, not a culture.

- To convince Nuria to give him what he needs, Enrique uses a basic ‘rule’ of Customer Intimacy: looking for signs to help him empathize with Nuria; tries demagoguery, analogy, abetting and eventually tries to find an Emotional Match Point between them (in this case, casually discovers that she also has a dog). This is a small example about the great importance of having a relationship (not just business), listening, paying attention, and noticing what is actually moving a customer on an emotional level.

- This film also shows us that the entire company is not inspired by the same culture; and none of the employees, without exception, does believe in the culture of the company, which could have negative impact on the companies’ projects. In this case, Nuria let herself lead by her personal sense of Customer Centricity. This is still an excellent example of Customer Centricity, but also a clear example of failure of one of the fundamental pillars of a business process acculturation: Human Resources. For example to show that she is a Customer Centric person, Nuria worked across the CRM strategy of her company, which dictates that operators should be the most proactive, when they answer a call from a client.

In short, this film clearly shows that CRM is nothing more than a tool, which can be quite useful in a company with a Customer Centric Culture. But never a process that guarantees by itself to get something much more important for the company than fidelity: loyalty.

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