Do your customers enjoy answering the same question twice?
Whenever someone gets in touch with a customer, picks up the phone to speak to a new prospect or follows up on a promising lead, they will learn something new and potentially valuable. Traditionally, all this information was squirreled away in personal notes or even just in the heads of different people. For years now, however, there have been all manner of CRM systems available to collect, share and analyze this kind of information. What we are seeing in practice, however, is that the technology is often used without any clear vision of how it can support business targets. The system is there, the need is (often superficially) met, and that's the end of it. In practice, customers are often presented with the same questions more than once, contact details remain buried in email archives, and leads continue to slip through the cracks.