Is Your CRM Failing?


Dear Mr. Valued Customer, we received your email and one of our customer service representatives will respond within 24-48 hours. This message is sent as an auto-reponse and cannot receive email.  Pleaes do not reply to this email. Again, we thank you for your business and appreciate your inquirey.

How many things can you find wrong with this auto-response? Too many to name. Misspellings, impersonal greeting, over promising response time and insincere gratitude. CRM is supposed to be a tool for nurturing customer relationships, but too often, companies let their customers die on the vine. Shameful.

We’ve all received annoying robot emails and to make matters worse, we often NEVER receive a response. I’m still waiting for one online photo book publishing site to respond to my desperate plea for help – back in November! So much for the “Award-winning customer service” they advertise right by the email form I completed, begging for help in time for a Christmas present. Well, the opportunity to please and nurture a relationship with this customer has come and gone for that company. Guess which company I will NOT be using for future photo book projects. Guess which company I will recommend my friends NOT use for theirs. Guess which company’s CRM has no information about how alienated this customer now is from their company. No one would describe this a acceptable management of customer relationships. Epic fail.

Marketing author, lecturer and consultant, Scott Hornstein, of Hornstein Associates, has shocking results from years of CRM research. You can view his 2012 results “The CRM Antidote” here. Let me know what you think.


One thought on “Is Your CRM Failing?

  1. Well put, Margo! CRM can be (and must be) more than just technology. I recently contacted the Thorlo sock company with an idea for improving website sales. Not only did I receive a same-day email from a real person who wanted to discuss the idea, but Thorlo followed up three days later with a free pair of hiking socks — a $32.00 value. Now THAT’s customer relationship management.

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