“Moving on up with CRM”

Michael W. Thomas

 

“George, quit peeping out the window, people can see you!” shouted Weezie. “Shhh, quiet!”, said George, “I’m trying to find out how Roscoe’s Cleaners across the street are getting all of their new customers AND taking away mine. Plus they just won a bid for the city’s police uniforms! I know it can’t be because of that picture of Jesse Jackson and him on his website. Roscoe mentioned they were using something called Customer Relationship Management (CRM). Must be code for running numbers!”

  “I read something on CRM the other day.” said Lionel, I’ll show you how they’re using CRM with their website tonight”.

 

Later that night they took a visit to Roscoe’s Drycleaners website, this is what they found.

 

“Nothing fancy but very informative.” said Lionel. “Look how easy it is to learn about their services and how they are using environmentally safe procedures to clean the clothing.”  George leaned over and whispered, “So what!” Weezie looked at George and said “Be quiet and listen to Lionel, plus why are you whispering?, Roscoe cannot hear you through his website!”

Lionel continued. “There’s an area that allows customers to request a home or office pick-up. When a time is chosen there is an immediate e-mail sent back to the customer confirming the time of pick up and expected delivery time. There’s also an area for answers to the most common questions as well as a place to submit an online problem ticket or request further information. Roscoe’s using his website to better interact with his customers...and yours too, Pop.  There’s even a sign up for a newsletter that gives tips on clothing care and fashion tips as well as online coupons for the store.”

 

“Dang!” whispered George.

 

Lionel requesting information and signed up for the newsletter. He also scheduled a pick up from his office the next day. Within seconds e-mails showed up in his in box confirming his pick up time as well as the newsletter. “So that’s how I fold a handkerchief for my front pocket!” said Lionel reading the newsletter. “We sell the cardboard ones here, no folding required!” said George “Right Pop”, laughed Lionel.

 

“But isn’t it just Roscoe and Esther running the place? How can they do all of this?” asked Weezie.

 

Lionel answered. “Yup, it’s Roscoe, Esther and their CRM-enabled website automating a lot of the foot work you do manually.  It makes them appear larger”

 

“Well, they must have spent A LOT of money on something like that, what happened to face to face customer service, sales and marketing we used to build our business?” whined George.

 

“It’s still needed Pop, but people have more choices and less time. The internet is open 24/7 and accessible to anyone, anywhere.  It’s not just for the big companies and the focus now is on the small and medium size businesses like ours. It’s now affordable to implement, and can be up and running in a matter of days. There are many options to fit our budget and needs. We need to have a CRM solution, our competitors are doing it.” Explained Lionel.

 

“George?” asked Weezie. “Don’t you remember those two gentlemen from that CRM consulting company you tossed out last week?; as I remember I saw them walking over to Roscoe’s!”

 

“Huh? I don’t feel so good, I’m going to Mother Jefferson’s” George said.

 

“No worries Pop, I just went to their website and requested some information and just received an e-mail on how they can help us. They can come by tomorrow to meet with us.” Explained Lionel.

 

“The kid got my smarts, we’ll be moving on up again Weezie!” whispered George.

 

About the Author 

Thomas is a partner with CRM Essentials, a management consulting firm focused on implementing strategies and technologies affecting profitability through improved customer interactions. He can be reached at mwthomas@crm-essentials.com or www.crm-essentials.com