I recently came across a news piece about military grade exoskeletons—a robotic frame developed by Sarcos / Raytheon. This robot enables soldiers to carry heavy loads and run tirelessly over long distances. The exoskeleton is worn around the soldier’s body and responds to his or her movements—literally becoming an extension of their efforts. With the assistance of this technology, soldiers are able to succeed in doing tasks the human body cannot accomplish on its own.
Similar to the robot exoskeleton, CRM software needs to be an extension of the user—it must move as naturally as the user moves. Tools such as sales force automation, marketing automation, and customer management software must be something that allows the user to do the heavy lifting they might otherwise be unable to achieve—not something that stands in the way of his or her success.
This is technology at its best—it works with the user and, while seeming little unfamiliar at first, it quickly becomes an extension of their abilities. After that, it moves into the critical phase, in which the user sees the technology as vital to their success.I created the CRM software equivalent of robots. At Soffront, we engineer software with the same intensity in order to help the user accomplish more then they could with their current resources. It is imperative that a well implemented CRM tool is crafted around the business processes of the organization rather than forcing the organization to conform to the technology. Imagine if the aforementioned robot exoskeletons were designed to move awkwardly in patterns inconsistent with human movement; at best this would be uncomfortable for the user, and at worst it would be downright dangerous. Why should we assume it would be any different with a robust CRM software application?
Over and over in the current financial and global manufacturing landscape we have seen companies at the top of their game fail. Why? The load of sales, marketing, and customer service becomes too heavy and they lose their competitive edge. Strapping on the exoskeleton of CRM software helps a company manage this heavy lifting and long range movement by automating tasks that often fall through the cracks. This gives companies the opportunity to maintain, build, and succeed in relationships with their clients. CRM software helps foster productive client relationships which benefits both the company and their clients.