Making Technology Fade Into The Background
My iPad Love Affair
I knew I was in love with my iPad when it won me away from my TV set as a form of decompressing in the evenings. I was able to sit on the sofa and just flip thru news on the iPad as effortlessly as looking at a magazine. I didn't have to hold a laptop on my lap or look at a screen that was not the idealized size for me. I could get the latest news in both text and video format. And, the whole iPad seemed to fade away and I could relax and be casually entertained.
The Objectives Of Technology
When I realized that my iPad had somehow made technology fade into the background, I came to a realization on where I felt technology should go; and, my thoughts on where technology should go were not only about the living room but also about the office. What I wanted to see achieved was making technology in the business place also fade into the background. Technology in the business place, for me, is all about increasing the efficiencies which result in a particular business need or objective being met. The point of using technology to achieve the result is not about the technology, but about the end objective. Too, too often I see companies sucked into technology for technology's sake as opposed to focusing on achieving streamlined business processes.
Fading Technology, and your CRM, Into The Background
Before you can make your technology fade into the background in your office, just like the iPad fades into the background in your living room, you need to look at getting your business processes down pact. And when I mean getting your business processes down pact, I also mean understanding why you perform certain business processes in the first place. I often see companies make business processes more efficient where the business processes itself is not necessary if you look at the underlying reason the process is being performed. Step one is always to look at why the business process is being conducted. The second step is to flow out the optimal business process to achieve that objective. And the third step is to document the current business processes and determine the gap between them and the newly defined process. The point at which CRM comes into the mix is always around structured data that needs to be captured that does not naturally fall into any other systems that may be in place (e.g., the accounting system). If this can be achieved, you will slowly see the CRM system fade into the background as the workers focus on doing what they were hired to achieve in the first place: doing their job!
Are you focusing on making your CRM fade into the background?