CRM’s Logic FlawThe best data integration and cleansing methods still fail to address a problem underlying the basic philosophy of CRM systems – a philosophy which will inevitably lead to CRM systems being overtaken by an entirely new breed.
CRM systems focus entirely on the “Customer”. Other relationships critical to the success of a business or organization may be ignored or, at best, the information is stored on an entirely different database. A change to the contact details of “Joe” the supplier will not automatically change and update the records of “Joe” the customer even though “Joe” is the same person. The contact details of Joe’s wife will certainly not change unless the person entering the change remembers to do so.
The inability of existing software to handle the interconnected nature of numerous business and personal relationships results in organisations operating multiple databases for different purposes. CRM simply adds another island of data to the mix. Not only is this not cost effective, it also increases the risk that the information contained within the database is not accurate.
The RevolutionWhat is needed is a system that prevents duplicates getting into the system in the first place. One that instead of duplicating data between records, simply remembers who else shares the same information instead. One that doesn’t just manage just your Customer relationships, but ALL your relationships. One, in fact, that enables you to track all the relationships between everyone in your database, so that you can identify 'spheres of influence' and where referrals are coming from.
Welcome to the World of “NETWORKING Relationship Management”.