I'm not very popular when I say that CRM is never finished. It requires consistent maintenance and strategic investment for the long-term success of your business.
One of the failings of CRM in the '90s and ‘00s was taking a big-bang approach and thinking that a CRM system would fix all issues by itself.
CRM isn't a project or piece of technology to be delivered but a business strategy that optimises revenue and profitability while promoting customer satisfaction and loyalty.
Changes are often needed to your CRM strategy, processes and technology to keep up with customer needs, changing objectives and new technology. By consistently making modifications (and documenting them), your CRM stays aligned to your business objectives and continues to optimise revenue, profitability, customer satisfaction, and loyalty.
This week #HubSpot released #ChatSpot and #Content Assistant which will undoubtedly revolutionise the user experience but highlights how ongoing maintenance will become even more critical.
The next stage in the CRM journey arrived this week, but we're still not there yet.