Is your Customer Relationship Management (CRM) helping you manage and grow Customer Relationship or is the system supporting you to drive Customer Transaction only?
The more we work with customers on CRM initiatives, I feel, we are engaging at a CTM (Customer Transaction Management) level. Though I completely agree and propose to our customers that CTM is the first step to improve sales productivity and sales efficiency, but the larger vision should be around CRM.
I thought of sharing my views and differences between CTM and CRM as many of our Customers are shifting from CTM to CRM.
We engage with our customer on larger CRM vision starting initially with CTM roll-out but quickly focus on building CRM fundamentals which brings higher business impact. Most of our customers are benefiting hugely by this shift from CTM to CRM.
CRM is a strategic way of building a technology which will differentiate businesses in the market place. CTM is very transactional and tactical. CTM provides data but not the leverage for growth. A strong CRM strategy helps companies scale and grow.
If you have a CTM and want to make a shift to CRM we can work on developing CRM vision and help you with transformation roadmap.