Raising Serious Concerns about the Excessive Use of CRMs in Marketing and Business Activities: Automation at the Expense of Authenticity

Today, in the morning alone, I received three emails starting with "Hey Andrea...", or "Hi Andrea..." from strangers. "I haven't received a reply to my email from last week...." - Yes, because it didn't interest me at all and I don't know who you are, with this charge of gratuitous friendliness and spontaneity... "As we discussed in the last mail...." - Yes, but I've never replied to you... From here some thoughts arose that I would like to share on the use of CRMs..

Introduction

In the digital era we live in, Customer Relationship Management (CRM) systems have become indispensable tools for marketing and business activities. However, the excessive use of CRMs raises concerns about automation and the loss of authenticity in customer interactions. While some may not miss cold calling, the regularly scheduled, falsely friendly, and pre-written emails that are sent repeatedly have become increasingly unbearable. In this article, we will explore the overuse of CRMs and highlight their actual functions, emphasizing the risks they pose to business relationships.

The Abuse of CRMs: An Example of Automated Overuse:

A critical aspect of CRM abuse is the mass sending of impersonal emails. Companies often use pre-set message templates to send sales proposals, promotions, or announcements to all contacts in the CRM database. While this approach may seem efficient in terms of time and resources, it has negative consequences for reputation and customer relationships.

Serial Emails: Lack of Authenticity:

Emails sent through CRMs often lack personalization and authenticity. Customers receive standardized messages that do not take into account their specific needs or their history of interactions with the company. This impersonality undermines customer trust and can lead to a general disinterest in the brand. Instead of feeling valued and engaged, customers simply feel like one of the many recipients of a mass email.

Automated Appointment Scheduling: A Double-Edged Sword:

CRMs offer the ability to automatically schedule appointments, greatly simplifying the organizational process for businesses. However, complete automation can lead to a lack of consideration for customer desires and preferences. A customer may receive an appointment request at an inconvenient time or be forced into a time slot that does not suit their availability. This can result in frustration and a feeling of being treated as mere numbers.

The Real Functions of CRMs: An Opportunity to Improve Relationships:

Despite the raised concerns, it is important to emphasize that CRMs have real functions that can contribute to improving customer relationships. These tools enable efficient management and organization of customer data, providing valuable insights for personalized interactions. Proper use of CRMs allows businesses to deliver better service, anticipating customer needs and building long-term relationships based on mutual trust.

Conclusion:

The excessive use of CRMs in marketing and business activities has led to a range of issues related to automation and the loss of authenticity in customer interactions. Standardized emails and automated appointment scheduling can harm companies' reputations and undermine customer trust. However, it is crucial to remember that CRMs can play a positive role when used correctly. The goal should be to combine the efficiency of automation with the authenticity of relationships, offering a personalized and valuable experience for customers.

One last, important note. "I found your cell phone on LinkedIn" - Not a smart answer especially if I DO NOT have my cell phone on LinkedIn.