“Brick walls are there for a reason. They let us prove how badly we want things”. Randy Paush
To be customer centric requires more than technology
Being customer centric is much more than claiming it on your web site or annual report. It doesn’t occur by simply selecting the best-matched B2B sales and marketing technology – it has to be backed up with action. Customer centric must be a never ending verb, not a noun.
We’ve had many conversations with potential buyers of CRM and Marketing technology who have been seduced into believing that once the last User has been trained on the technology they select, the company will automatically and magically become a customer centric organization and realize all the significant benefits that go along with attaining that objective.
We wish it were that easy. The truth is, no matter how robust, easy to use, customer integrated and magical a sales & marketing technology is, to truly be customer centric a company has to ignite a business model that stretches from the shoulders of C-Levels management to the trenches of a sales rep in Topeka and the R&D department where new products are designed.
Customer centric culture is required to reap benefits of technology
Our team has spent years of man hours developing a technology that will solve the problems of B2B marketers who sell through distribution channels. We’ve designed a user experience that sales and marketing people will love, delivering attribution between a manufacturer, distribution partner and the end-buyer. It is jam packed full of robust features like lead scoring, ROI metrics and business landscape dashboards.
We can claim that our technology will be a warehouse of marketing intelligence , improve sales results and link the disjointed players in a B2B buying process and be the incubator that will allow a customer centric business model to flourish. Still, our technology (or any other CRM or sales and marketing automation solution) won’t be able to magically create a culture that drives the behaviors necessary to truly be customer centric.
Policies and procedures need to be in place and enforced to elicit customer centric behaviors like prompt return of phone calls from potential buyers, or doing whatever it takes to make an unhappy customer become a brand loyalist or delivering prompt and accurate orders on a consistent basis. This just might require hurdling or breaking down brick walls to re-engineer the DNA of an organization from the shipping dock to the board room. Your business can live without a CRM technology – but you’ll die without customers. They are your oxygen.