Misconceptions about customer relationship management (CRM) are hampering its adoption and deployment by South African companies, says Gary Stanley, CEO of Gush Technologies.
Stanley says many South African companies mistakenly believe CRM is some kind of software, help-desk, or something that automates their marketing function.
"Rather, CRM is a holistic way of looking at the customer. It teaches a company that the biggest customer is not always the best customer," he says.
Stanley was instrumental in helping online bank 20Twenty initially set up its CRM strategy four years ago. He has subsequently founded Gush Technologies, which develops CRM systems, which he hopes to take to the world markets.
One example of CRM in action, cited by Stanley, is a large photocopier vendor that thought its largest customer (a major commercial bank) was its best customer.
"After analysing the account, the supplier found they were actually losing money," Stanley says.
Gush Technologies is setting up a CRM special interest group within the Computer Society of SA as a means to educate and raise the level of debate about the technology among South African companies.
"CRM is essential. It helps a company to not only manage its customer relationships but also forewarns it about what its customers really think about it," Stanley says.
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