CRM Technology or Business Practice. Últimamente he visto muchas consultas en redes sociales sobre el CRM, cuál elegir, cómo implementarlo y así mismo las respuestas:  “Usa esta marca”, “Te ayudo a implementarlo 3153153135” , o “Usa este que es gratis” o aquel otro… y sigue.

What truly surprises me is the lack of interest in the "Sales Process" or the "Customer Journey." So I ask myself: Do we believe that CRM "Per Se" will solve the challenge of customer management? Is technology all that's needed, without strategy, without defined processes? Are pipelines and funnels useless?

For me it's clear, the answer is categorical: "Business Practice."

Technology responds to a process, to a business culture; technology is not Harry Potter's magic wand.

I think we start from the belief that the concept of CRM is something recent, it was created at the end of the 20th century, only the term yes, because the business practice is as old as commerce and even older than money.

The best example we can use in these times is the "neighborhood store," the one on the corner of the house, the one that is part of the community. The store owner, "Don Álvaro," knew his customers, their tastes and customs, and then used that information to create "customer experiences." term used by Steve Jobs in 1997.

Don Álvaro recognizes him every time he goes to the store and greets him by name, even if he sees him on the street or passing by the store. He knows the names of his wife and children, and he knows what they like, for example: ice cream on Sunday afternoons, fresh bread for breakfast, a couple of beers on Friday nights.

Don Álvaro prepares the store to satisfy you, just like all the other customers. So, is CRM Technology or Business Practice?

By understanding customer behavior, he can use that knowledge to create better service. He can deduce, from their behavior, his company's payday, whether he had a fight with his spouse, or if his children are grounded. He deduces this because these behaviors impact store sales.

So far there is no technology involved, it is still memory, paper and pencil, accompanied by the desire to serve.

Consider what it takes to be a successful entrepreneur and maintain a sustainable business—before, now, and in the future. You'll see that few things truly change. It's more evolution.

Now, if your service, offer, and establishment are terrible, then transform yourselves; that will be your only option.

I propose a list of 4 things you can check first:

• Review your accounting, segment your customers in terms of frequency, recency, and size. That is to say how often how much do they buy? time has passed since the last time I shopped and the amount of purchasesThis will give you a good idea of how they currently behave, and how they might behave if something changes in the process.
• Outline the steps a customer must take to make a purchase. For example, "Don Álvaro" needs you to physically visit the store and find his usual purchases. He also knows you buy 20 items on Mondays, but he needs you to start buying 22. So, what could you offer him? Do you tell him directly, or do you subtly introduce the new product at the checkout as an incentive? Start visualizing the opportunities in the customer journey. If you already have an e-commerce platform, it's the same principle. Everything still has an entry point (landing page), but in the digital realm, the options are broader.

Describe your business case, analyze it. In the digital world, nothing is free, don't be confused. If it's "free," then the product is you, your activity, your information, your contacts.

• Make a plan and then decide what you need. If you look at it from the perspective of evolving, you'll see that you can use things you already have: a mobile phone, email, a website, Excel, your social networks—in short, not everything will work the same, but it will surely work. You'll realize that it's more about orchestrating or making everything work harmoniously with a purpose, than simply transforming yourself by including a technology "Per Se."

Regarding the question of whether CRM is a technology or a business practice, the answer is undoubtedly a business practice. If you would like to learn more or discuss developing a digital strategy for your company, write to me.