Humor: What Is CRM?!


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Last week, I was in a meeting, demonstrating and presenting ***CRM (I’ll keep the name of CRM vendor confidential) to my client. It was a great success and my client was satisfied and at the end of the questions and answers session he asked me

“Suppose I am new to CRM! Just explain me, why and how CRM can affect my company? Remember, I have no technical knowledge of it”

I started explaining him of The Five Senses.

Client: Ok, But I don’t know what is marketing, sales, analytics etc. Put in plain words, “How will my customers start increasing using CRM?”

I said: CRM is just like a Swimming pool. For example; if you own a Club and you want to include a swimming pool. You will start thinking what type of swimming pool you want, what will be its depth, how long will it be, what is the best location etc. Same is the case in selecting the best CRM vendor.

After you have bought all the material for the pool (i.e. CRM) and if the CRM consultants are professional and have taken the requirements and configured the CRM system effectively; the pool will not leak and the level of the pool will be maintained. But instead of water they will put huge blocks of ice.

Now it is the job of your employees, if they are enthusiastic to work and are trained enough; to show their passion and heat, then only due to the hot temperature the ice cubes would melt quickly and customers will start swimming in your pool. Otherwise if your employees are not using, it is like that the pool is consuming space along with resources and customers cannot swim in a pool with huge ice cubes.

But, if all the three stages are handled properly. Customers will love to do business with you or swim in your pool.

Just define CRM in a humorous way and keep this blog rolling.

Suhaib Khilji
Saudi Arabian General Investment Authourity
Suhaib F. Khilji is a CRM consultant in Blue Service. He has also worked in SAGIA, on SAP CRM 5.. He is also the coauthor of a CRM-related book that will be in the market soon.


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