We’ve been working on a project recently that aims to change the culture of a complex medium-sized organisation and create a customer-centric culture.
I can already hear you crying “don’t bother”! But before you scroll down to the comments window to tell me it will never work, let me share with you some comments from one of the working groups about their interactions with colleagues when introducing business process redesign:
“when told what successful CRM systems can achieve, they are very positive about it, and give every indication of committing to the change”
“it is difficult for people to visualise something that is not yet in place and the benefits need to be neatly described to those who don’t know much about CRM”
“can we think of quick and dirty examples of how the CRM will change the face of [the organisation] if we were all to sign up to it 100%. This is what we could look like it 3 years time ... paint the picture and tell the story maybe?”
“I think some of them will come from organisations that have successfully implemented CRM systems and can evangelise about them”
When I hear comments like these it brings a real sense of satisfaction and achievement. At Purple Vision we spend a lot of our time evangelising the benefits of real CRM (ie not just the database) to clients and others who typically see it as a just a technology solution.
Real CRM is about building a shared attitude where an organisation collectively places its customer (aka stakeholder, client, supporter, donor) at the centre of it’s work. We reckon CRM should be about 25% TECHNOLOGY, with the rest of the effort going in to PROCESS and PEOPLE.
The members of this project team are experiencing this for themselves – and reflecting it in their enthusiasm to spread the word! This is really encouraging for the chances of success for this organisation's ambitious plans.
OK, now you can be cynical (sorry, realistic) …
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