CRM Feature Focus and it's Origins

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***tier3square.shtml***The CRM Feature Focus - In my world, I see so many peers selling CRM software features. Organizations that purchase CRM software based on features, are inevitably forced to work backwards to find how these features can benefit their company. Alternatively, they could simply develop  a vision that targets benefits to their customers, and through these benefits to them. But, that just doesn't seem to be how my market operates and while there is a lot of talk, I rarely see anyone turn down a software sale on principal.

Customer Centricity

I just read a great article, by Alison Bond of The Halo Works, Ltd.,  on one of my favorite websites (CustomerThink). It asked the question,

"If customers buy benefits, why do most businesses spend so much time measuring transactions?"

The assertion is that most companies focus their employees on profit, and thus, they remove the creativity from the process that drives satisfaction for the customer and from your employees. The challenge for these businesses is to realize that their customers purchase benefits, and then find a way to measure the benefits they deliver (and I'm sure, build compensation plans around that). Of course, the author's consulting firm has a methodology for this. If you're interested, you can find the full article here.

After reading this...

...I realized that the problem I see in a company's entanglement in the CRM game is driven by the general vision they have for doing business. That is, increase profits and all will be good. That's a very backwards way to look at things since any financial analyst spends considerable time undoing what the accountants have done before they make an underwriting decision.

As a former commercial banker I have to tell you that I've seen many companies led by a salesman who drove revenues up quickly, and cash flow down even quicker. Focusing on balance sheet and income statement elements that have been created by adjusting reality beyond recognition, is no way to run a business in the real world anyway.

CRM is about focusing on people and their needs. Selling software is about CRM Feature Focus. If you lead your employees to focus on short term profits (a false number), you will see efforts become formulaic and folks will be running out the door at 5pm each day. The article I mentioned above goes on to say that a company goes in the direction that it measures....

"All our work has shown that the profitable businesses are the ones who align themselves behind the benefits they sell. Yes, they measure profits, but the main focus is an alignment behind the core business they operate. The staff members stay, and the customers are loyal."

So, if you are interested in making your customers happy, so they stick around and remain profitable to you, maybe it's time to start measuring the benefits you deliver to them. It's easy to see why so many companies are looking for features, when they are focused on the transactions of doing business. These fit in nicely with the sales pitch of many CRM software packages

Eliminate the CRM Feature Focus and you will know exactly what you need to do with your CRM software.

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