CRM PROGRAMS ARE GREAT tools, but only in the hands of skilled professionals. Do the CRM programs do what they advertise?

Yes, they help manage and track customer-centric activities and align touch points. So, is everything wonderful because now we can track and support our customers better? No, we're trying to run before we can crawl. We have to get back to the basics first.

CRM software programs are not the end-all-to-save-all for companies wanting to retain their customers. Activity management alone will not get a strong, loyal base of clients.

Two Fallacies -- Don't buy into two fallacies of CRM:

Fallacy 1: CRM can compensate for poor service and inappropriate business behaviors.

Do employees demonstrate good core business behaviors such as empathy, commitment, passion, and unity? CRM programs can't achieve what a warm smile and a sincere thank you can.

I'm not talking about establishing rapport with the customer.

I'm talking about something more basic: where doing your job is not an obligation or burden, but rather a chance to overachieve. Where encouragement is given and where employees know their actions are important.

We would never eliminate manufacturing's quality controls. Why have we lost sight of our employees' quality behaviors?