The Customer Service Survey
VocaLabs' weblog providing news and commentary on the challenges of providing good customer service.
Editors, Sea Monkeys and Consumer Services
Thursday - November 17, 2005 03:26 PM in
I think we can agree that in any industry including ours, trade magazines tend to be dominated by "expert" articles and features that lean toward informing often at the expense of being entertaining and fun to read. One significant exception to this trend is any writing under the byline of Tracey Schelmetic, the Editorial Director of Customer Interaction Solutions magazine. I have never met Tracey other than some e-mail conversations, but when I once paid her boss and publisher a compliment on the skills of his editor; he told me he'd received a similar compliment on Tracey from no less than Warren Buffet the guru business investor. Nice to know my admiration for Ms. Schelmetic is shared by such a respected individual.
The November 2005 issue of Customer Interaction Solutions arrived today, and as I always do, I first turned to the back page for Tracey's "Last Call" editorial. Once again, she informs and entertains as this month she puts the CRM (Customer Relationship Management) providers on notice that while the industry seems ready to forgive and try again, this may well be the last chance for the idea to succeed. Titling her editorial "CRM Falls Prey To Sea Monkey Syndrome", she does a fine job of hitting what went wrong the first time around, and what needs to be corrected to avoid a repeat bombing of the CRM concept.
I can add but one point to Tracey's synopsis and what CRM-Generation II success will require. Specifically it is one of attitude. The success of CRM will require a focus on servicing the customer and NOT manipulating them. The distinction is important. If for example, I call or Net access my bank to check on the balance in my checking account, and I'm gently informed that my balance history would allow me to keep more funds in interest bearing savings, and I should consider that option; that's CRM as its supposed to work. But if I'm hammered with a hard sell that prevents be from completing my business until I weed through the sales clutter (remember, all I wanted was a quick balance check, and I might be in a rush to do something else); I get the sense I'm being manipulated; resent the imposition and end with a poor impression about my bank.
That's the one point Tracey might have expanded on. Design it to serve the customer and success is assured. Design it primarily to push a sale with the customer's needs secondary, and be prepared for a customer satisfaction (and CRM acceptance) nosedive.
Posted by Rick Rappe'
I can add but one point to Tracey's synopsis and what CRM-Generation II success will require. Specifically it is one of attitude. The success of CRM will require a focus on servicing the customer and NOT manipulating them. The distinction is important. If for example, I call or Net access my bank to check on the balance in my checking account, and I'm gently informed that my balance history would allow me to keep more funds in interest bearing savings, and I should consider that option; that's CRM as its supposed to work. But if I'm hammered with a hard sell that prevents be from completing my business until I weed through the sales clutter (remember, all I wanted was a quick balance check, and I might be in a rush to do something else); I get the sense I'm being manipulated; resent the imposition and end with a poor impression about my bank.
That's the one point Tracey might have expanded on. Design it to serve the customer and success is assured. Design it primarily to push a sale with the customer's needs secondary, and be prepared for a customer satisfaction (and CRM acceptance) nosedive.
Posted by Rick Rappe'
Posted at 03:26 PM by | | | |