CRM Myths
Last year, we shook things up a bit in the CRM industry by busting five common CRM myths. It was a good manual to help organizations be aware (and more skeptical) of the rhetoric of bloated traditional CRM vendors.
However, as the CRM industry changes quickly, more CRM myths have popped up. The myth machine rumbles on, riding the coattails of the latest technology trends like artificial intelligence (AI), and drawing on old, archaic beliefs that have pervaded the CRM industry since its beginning. So I’m here to debunk five more myths in an effort to help organizations better recognize how CRM can help grow their business.
Myth No. 1: Artificial intelligence (AI) is a quintessential factor for the future of CRM.
AI is the buzzword du jour and everyone in every industry is jumping aboard the AI train. CRM vendors are no different: Over the past year, numerous CRM vendors (full disclosure: including SugarCRM) have introduced AI components into their product offerings.
Sure, AI-related technologies will play a big role in the future of CRM. But this idea that AI is the be-all, end-all for CRM is more a message of clever marketers than a reality today. More precisely, AI’s role in CRM is one of more subtle influence, where it augments and complements business operations and a human’s skills so that the end product—the customer or user experience—is improved. I’ll put it this way: You won’t go out and buy AI. Instead, your current (or new) CRM vendor will slowly start to integrate AI features into its offerings. Be wary of anyone trying to oversell AI right now.
Myth No. 2: Automated bots will replace humans in customer-facing scenarios.
This myth has played on our fears for years, but the prospect of automation completely replacing humans in customer interactions would actually do more harm than good. Take, for instance, the use of interactive voice response. Who hasn’t grumbled when a customer service line is answered by a digital voice rather than a real person? Can you see how this would affect a brand’s ability to create or strengthen its customer relationships?
Because humans are good at interacting with each other and still believe in the value of person-to-person communication, chatbots completely replacing humans in customer-facing situations shouldn’t happen anytime soon. But getting bots and humans to work together is important. For example, automated interactions (including self-service) can accomplish many mundane tasks, while humans can lend context to the tasks. At the same time, the automated and human components must remain intertwined so the customer interaction progresses, uninterrupted.
Myth No. 3: CRM is most useful as a kind of “Big Brother” serving the VP of sales.
This myth has some roots in reality—in CRM’s early years, it was predominantly a tool for managers to keep track of what their salespeople were working on. Modern CRM, however, has evolved to become the backbone of a strategy for building better customer relationships.
Now CRM systems bring together customer data from a multitude of different sources, delivering it to all customer-facing employees to provide a complete picture of each customer across all departments. And this includes Big Data from the social web and other system data CRM normally didn’t consume. In the end, CRM should be about driving insights to the user—not about enforcing burdensome tasks from management.
Article Credit: Destination CRM
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