What Exactly is CRM?

"CRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organization's current and potential customers" 

From this we can learn that CRM is more than just a piece of software; CRM is a business strategy, one that puts the customer at the heart of the business.

“That’s nothing new” I hear you say, and you would be right. Good business people have always understood the relationship between happy customers that come back again and again and creating long term, sustainable profitability.

You just have to think of the local shop owner who knew everyone of his customer’s names, birthdays and particular ailments to prove that point. What is new is that there now exists the technology to enable this customer-centricity on a much larger scale.

It is said that a successful CRM implementation will allow your Customer Service, Sales and Marketing people (and anyone else in your organization) to have a holistic view of each and everyone of your customers. In theory this will enable them to make quick, informed decisions, create cross selling and up selling opportunities, measure marketing effectiveness and deliver personalized Customer Care.

Sound’s great doesn’t it!

The History of CRM

Following on from Enterprise Resource Planning or ERP (the business strategy that promised to automate the “back-office”), the term CRM was first coined in the mid-1990s. CRM in those days referred to the software used to help businesses manage their customer relationships. From sales force automation software (SFA) that focused on customer contact management to integrated knowledge management solutions, these were the early foundations of CRM.

The last couple of years have seen the term broaden to encompass a more strategic approach and the investment of billions of dollars worldwide into CRM solutions and services has followed.

First Things First

Successful CRM always starts with a business strategy, which drives change in the organization and work processes, enabled by technology. The reverse rarely works.

The key here is to create a truly Customer-Centric philosophy that touches every point and more importantly every person in the company. From CSR to CEO everyone must live and breathe customer focus for all of this to work.

At the same time you should look at your which processes could be re-engineered to make them more effective for your customers. Until you have done this, put away your checkbook!

The Right Technology

It is estimated that the global market for CRM services and solutions is currently worth $148 billion. That means a lot of choice when selecting your technology - from web-based solutions aimed at small businesses with less than 10 employees to solutions suitable for multi-national enterprises with millions of customers.

The Future

CRM has already made a big impact in the world of Customer Service and will continue to do so. As more and more companies become customer-centric those that fail to do so will lose competitive advantage. As technology increases to develop at a startling rate the key emphasis will be how we can fully utilize it within our business.

However let's not lose sight of the fact that Customer Relationship Management is about people first and technology second. That’s where the real value of CRM lies, harnessing the potential of people to create a greater customer experience, using the technology of CRM as the enabler.

CRM may or may not prove to be the answer to providing excellent customer care, but the philosophy of putting customers at the heart of our business is definitely a step in the right direction.

Copyright Ian Miller 2004-2007.

About the author: Ian Miller is Editor of Customer Service Manager.com
- the leading resource and community for customer service professionals. The website features customer service articles, skills and tips as well as a discussion forum and free customer service newsletter. Visit the CSM website at: www.customerservicemanager.com.

For more information about how Cyrious Software's CRM capabilities help increase sales and strengthen customer relationships, we recommend that you contact a Cyrious Software Business Consultant at 800-552-1418 (U.S.) or 001-225-752-2867 for international callers, or by email at info@cyrious.com.

Industry News

Chamber-Backed OSHA Bills Passed by House; Bills will Improve Due Process Rights for Small Businesses

July 12, 2005

WASHINGTON, D.C. – The United States Chamber of Commerce praised the House of Representatives for passing four bills that would improve the ability of small businesses to get a fair hearing when challenging an Occupational Safety and Health Administration (OSHA) citation.

“These are modest, straight-forward reforms that will give small businesses better due process rights when they face citations from OSHA,” said Randel Johnson, Chamber vice president of labor policy. “Collectively, the measures are a good first step to help small businesses contest questionable citations, recoup fees and expedite the appeals process.” All four bills passed with strong bipartisan support, indicating that they would provide meaningful relief to small businesses without sacrificing health and safety protections for employees.

The Occupational Safety and Health Small Business Day in Court Act (H.R. 739) provides the OSHA Review Commission flexibility to allow employers to contest citations beyond the current 15-day period, for reasons of mistake, inadvertence, surprise, or excusable neglect.

The Occupational Safety and Health Review Commission Efficiency Act (H.R. 740) expands the number of sitting OSHA Review Commission members to reduce the case backlog and quicken the process of hearing an employer’s contest of a citation.

The Occupational Safety and Health Independent Review of OSHA Citations Act (H.R. 741) give the OSHA Review Commission the final authority on interpretation of cases. This restores the Commission’s independence by having courts defer to the Review Commission, rather than OSHA, on interpretations the law.

The Occupational Safety and Health Small Employer Access to Justice Act (H.R. 742) makes it easier for small business to recover attorneys fees if they successfully contest an OSHA citation.

The U.S. Chamber of Commerce is the world’s largest business federation representing more than three million businesses and organizations of every size, sector and region.

Dynamic Digital Signage - The New Age of Advertising

Dynamic Digital Signage has emerged as the “Next Killer Application” for the new generation of sign technology in the advertising industry. A digital signage system, which is usually composed of a server or PC, a monitor or TV and software, is capable of delivering full-screen, full-color content to multiple locations.

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Humor Mill: Joke of the Month

- This Months Humor Mill entry comes to us come from .

The Flying Car (Funny Videos) -- I can't wait until the main method of transportation becomes flying. There is too much traffic on the roads and I'm impatient. But wait, have you seen the Flying Car? Watch Video

Think you have the next "Joke of the Month"?

If your joke is selected, you win $50 off your next purchase. All you have to do is click the link and e-mail us your name, e-mail address, and name of your business to enter. Submit your jokes here.

Health & Fitness

Summer Health Tips

Heat stress - which can range from mild to life threatening - can affect men and women, regardless of their age. However young children and the elderly are most vulnerable. Babies and infants can't regulate their body temperature well; the elderly may be taking a medicine that adds to heat stress. Athletes are vulnerable because they use a lot of energy and generate a great deal of heat, so they need to stay hydrated. Also, those who are not accustomed to such high temperatures and humidity are prone to fluid loss. Preventative actions, such as drinking plenty of fluids, getting out of the heat and resting, are good methods to stay healthy.

In its milder form, heat stress symptoms include thirst, fatigue and feeling hot. If these symptoms are detected early and acted upon, the sickness will fade. But if the early warning signs are ignored, true heat illness can develop. Heat illnesses start with cramps, progress to heat exhaustion and can become heat stroke.

Heat Cramps
Heat cramps include cramping in the legs or abdomen, usually accompanied by dizziness, thirst and rapid heartbeat. At least a quart of water or other un-sugared drink is recommended. Drinking liquids is the most important step to keeping healthy. Water is best, but lemonade and iced tea are good variations.

Heat Exhaustion
Dizziness, nausea, headaches and rapid heartbeat (tachycardia) are the symptoms of heat exhaustion. At this point, emergency medical attention is necessary.

Heat Stroke
Heat stroke is serious and requires medical attention immediately. It is the result of the body's inability to manage the heat load. The skin is now hot but dry, and the person may be unconscious. This is a medical emergency. Call 911.

Good prevention methods are key to staying healthy in the heat. Here are some tips from the experts:
• if working outside, try to work in the early morning or after 6 p.m. when it is cooler
• if working in a non-air conditioned area, drink a quart of water every hour as stated by OSHA (Occupational Safety and Health Act) regulations
• if your diet allows, use extra salt on foods
• if it is very hot, consider spending the day in air conditioned places such as a mall or library
• do not leave children or pets in the car

Alert: If you are already on medications, check with your doctor about personal methods of staying heatstroke safe.

Serious Problems / Cyrious Solutions

Each month, we will raise one common problem in the sign and graphics industry, and demonstrate how Cyrious Software directly solves this problem:

Q: Are you holding off making that business management software purchase because you don't have the time to train your employees to use it?

A: When you purchase any of Cyrious Software's Business Management Solutions we train you and your employees. Customers can attend online training classes, offered weekly, and learn from the comfort of their own desk. For more information call one of our Business Technology Consultants Today!

Quote Of The Month

"You have to allow a certain amount of time in which you are doing nothing in order to have things occur to you, to let your mind think. "

- Mortimer Adler