More from Smart Customers Stupid Companies - The CRM fail

More from Smart  Customers Stupid Companies  - The CRM fail . By Michael Hinshaw & Bruce Kasanoff

CRM doesn’t actually track relationships or experiences, it tracks transactions. As a result, CRM doesn’t
take into account the customers’ views of the company, and
doesn’t capture how these interactions make customers feel, much less what they want or need.
Yes, CRM does a great job tracking company perceptions of
value, and tracking those interactions that are important to the company – sales, marketing, service, etc. – but it fundamentally misses what customers think, feel, and want as a result.
It delivers an inside-out perspective that means the conclusions reached by companies about customer relationships are skewed, based on the interactions that occurred rather than the
customer perceptions that resulted.
While CRM can tell the company that two customers have the same set of interactions, it can’t tell which customer is
delighted, and which feels trapped, upset, and may be actively
bad-mouthing the company online. This is important information.