As everyone moves to social media it’s reasonable to question if there has been any ROI from CRM at all. Even more questioning the costs moving these CRM monsters to support twitter and Facebook. getSatisfaction has show’n us a completely other way to interact with customers.
A post from ReadWriteWeb by Klint Finley discuss the matter. Here is a part:
In the past ten years, $75 billion has been spent on CRM software,according to Gartner analyst Michael Maoz. During that time, customer satisfaction has risen only 3-5 percent. It’s not entirely fair to call CRM a failure – implementation and adoption make a difference and some solutions are better than others. In other words, your mileage may vary. But Maoz suggests another alternative: listen to your customer service representatives. ” After all: they hear what customers are saying, and feel their pain,” he writes. “It’s just that no one in management has cared to tap into the employee.”I think the problem here, as I mentioned here, is that too much customer “service” is being done in Taylorist call centers by workers whose mission is to upsell and get off the phone as quickly as possible to take another call. They receive poor pay, no benefits and their attention is entirely monopolized. They have no cognitive bandwidth for creative solutions or business process engineering. They don’t even work for the company they’re representing.