CRM Core Beliefs – Relations among People vs. just a Technology


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Having a mindset that CRM is Technology is certainly a limited approach. It causes a retraced and restriction that limits long term relationship building success. Over 20 years ago I heard a wise CRM guru state that CRM is 60% about the people, 30% about the processes and only 10% about the technology.

The technology limiting mindset misses the core principles of business relationship development that is central to a CRM strategy and system.

Relationships-ACT-ConsultantsIt is the “relationships among people” that drive long term business success. Yes there are the external customers, clients, leads, prospects, vendors, patients, and so forth that are traditionally considered part of a “customer-centric” people strategy.

But let’s not forget the Internal customers- the sales reps, the customer service reps, the receptionists and others within a business that really provide that front end to a positive customer experience. These are the front line resources a business helps to develop and a business helps to support with systems like CRM.

The true believers of the broader purposes of CRM realize that intelligently moving through the know, like, trust relationship building process is critical for personal and business success.

How many times do we remember our commitments without a system to help us?

Do you remember the conservations you had with a prospect a month ago or the details of that quote from 6 weeks ago, without having a trusted database system?

Do you remember that their son is playing basketball for the Michigan State Spartans or their wife sits on the board of a local and influential not for profit organization?

Additionally when the sales representative is out on vacation or unavailable, can the customer service representative easily turn to their CRM system, get up to speed on the current relationship to quickly build rapport?

Making that external system customer feels at home and comfortable quickly is a requirement in our crazy busy world and for those businesses that want to excel.

Better Decisions:

Finally we can all use reliable information from our knowledge database system to make those quality executive decisions, faster and easier. The sales manager who can quickly view those opportunities that are stuck can now more intelligently provide support and advice- thus improving the relationship with their sales staff and the development of the relationship between the prospect and sales rep.

Journey and Mindset:

Achieving success with a CRM strategy, system, processes and technology is a journey and the right mindset on what’s important and were to focus can make or break a business.

Opportunity-Growth-CRM-ConsultantWhat is your mindset and is it holding you back of the opportunities available?

Republished with author's permission from original post.

Dick Wooden
CRM specialist to help you get the answers you need with sales, service, and marketing CRM software. I help mid-sized businesses select, implement and optimize CRM so that it works the way their business needs to work. My firm is focused on client success with remarkable customer experience, effective marketing and profitable sales using CRM strategy and tools.


  1. Couldn’t agree more! CRM solutions are a must in today’s highly competitive marketplace. And, with the advent of social media, it’s all the more critical to have a strategy in place that will homogenize, harmonize and centralize a company’s core operations. CRM solutions are designed to do just that: to track, monitor and leverage all customer-facing data and departments. It’s a process where a company commits to more transparency and with it, a more solid understanding of what’s going in with each customer as they pass through, interact, or approach your company. Companies without a CRM solution can’t possible maintain the same level of customer intelligence and loyalty.


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