Bringing the Human Element Back to CRM

BRAD HODSON  on JUN 4, 2013

Bringing the Human Element Back to CRM Software

We live in a glorious time. One of daily technological advancements, where each invention is not a step, but a leap towards our ever-augmented future. We’ve embraced technology to the point where many find it hard to live without it.

But where does that leave us as humans amidst all these robots? What happens to our interactions as we invent ourselves further and further from them? Does this affect our relationships with our customers, and how?

In this piece, we take a look at how one product of the tech era may have lost its human touch and how you can bring it back for better relationships with your customers.

Sales B.C. (Before CRM Software)

Do you remember what sales was like before we had CRM software? For the most part, it is a pretty bleak, dark memory filled with infinite rolodexes, missed appointments, and frustrated offices.

But for all of the bad, the relationships we built with our customers was priceless. Salespeople would become friends with their clients, clients would be more loyal than ever to their salespeople. Everyone knew everyone and business relationships were fulfilling.

As our businesses grew, so did our customer base, and a flood of new leads started falling by the wayside while older customers were left unattended. We couldn’t keep up with the growth, customers weren’t able to get the attention they needed, and business suffered.

That’s when the knight in shining pixels came to save us from our helpless demise.

Sales After CRM Software

In our tech empire, a lot of that is behind us now. Unfortunately, I would argue that too much has been lost, especially in terms of the depth and richness of our relationships with our clients.

You see, CRM software came along to supposedly help salespeople keep doing what they were doing before, but do it faster and with more customers than ever before.

But as time went on, CRM because a synonym for “get it all done without doing any of the salesperson work.” While we lost all of the disorganization and growing pains of yesteryear, we also lost the human element that used to tie salespeople to their customers.

It was then, that CRM committed the greatest sin in all of salesdom, by turning people into numbers.

2010: The Year We Became Numbers

One of the biggest side-effects of letting robots do the work for us is their inherent lack of humanity. A robot sees only 1′s and 0′s, and only does what we tell it to do without any regard to the people involved. Anyone who has seen 2001: A Space Odyssey knows how that can turn out.

What has been lost with the transition to Customer Relationship Management software is the relationships. With all the features, all the bells, all the whistles, and all the ways to automate the process, we start forgetting that we are dealing with humans.

Humans need nurturing; humans need care; humans need to feel important to other humans. That’s where the salespeople of yore won the day: by having solid, real-life relationships with customers that lasted beyond a single sale.

CRM software has obsessed itself so much with reports and automation, that we’ve started seeing our clients as simple numbers on a spreadsheet to be manipulated by our techniques.

Bringing Relationships Back to Customer Relationship Software

Let’s bring the best of both worlds together. Let’s take all that is new and good in CRM software and combine it with the old fashioned sales techniques that got us where we are today.

At JobNimbus, we believe that CRM software should be used to build and maintain lasting, mutually beneficial relationships with customers. We believe that customers are everything but numbers on a spreadsheet and that CRM software should be anything but a heartless robot.

It’s time to remember that our customers have wants and needs. It’s time to provide them the brand relationship they are searching for. With the right use of CRM software, you can provide it for them. And best of all: they’ll thank you for it.

Let’s bring the human element back into CRM.

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