"Our Take" - CRM Justice

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
1/22/08 - CRM Justice
Many CRMAdvocate readers are finding me out. I like to draw from life's experiences and tie my observations and thoughts to the world of CRM and the customer experience. Why? Simply put, I believe there is a strong tie between providing value in the world of commerce and the values of everyday life.
 
Yesterday, the United States observed a national holiday - Martin Luther King Day. He once said that "Injustice anywhere is a threat to justice everywhere." The statement was made in the context of social injustices but does it apply in the world of the customer experience? Does justice have a place at the CRM table?
 
One dictionary defines justice as, "the quality of being just; righteousness, equitableness, or moral rightness." With a definition like that, how can 'justice' not have a chair at the table? Maybe it should have the end chair. Don't you think?
 
Gary Lemke, Publisher
(Share your thoughts)
 
1/24/08 - More CRM Justice
Should the idea of justice have a seat at the CRM table? I asked that question earlier this week and received quite a few responses I want to share with you. One reader wrote:
 
"I have tried to influence and mentor others to the importance, the value and the ethics in our dealings with customers. Many listened and most wished to believe, but too often the dynamics of commercialism and the bottom line prerogative won out. Whether that be in dealing with end user customers or in an outsource capacity with the owners of those customers, what drives our actions are not people but numbers. In satisfying the needs of the market and delivering to the financial demands of same, we have had to find ways in which everything can be summarized in a number or a form of empirical data. Value is now in a number and too often humanity is forgotten. Our human instinct is to be kind, considerate, fair and moral, but somehow that instinct and that desire are over powered by the everyday demands and expectations placed upon us."
 
The comments come from a seasoned veteran who has obviously participated in countless discussion about values only to have those values compromised by business decisions. It seems to be an endless cycle resulting in the same injustice each time. How do you break the cycle?
 
Gary Lemke, Publisher
(Share your thoughts)
 
1/25/08 - Even More CRM Justice
Yesterday, I shared a reader's response to a column I wrote about CRM justice. I want to share a bit more from this reader.
 
"Through scripting, process, productivity and KPI's, we have lost the common touch, the courtesy of simply recognizing those around us in a personal way. The humanity of being. The sad part is that we may gain a few seconds or minutes here and there, but we loose the natural feedback and positive interaction of the people we are trying to serve and the benefits that brings all around. It's ironic that the collapse of Enron led to a worldwide review of financial ethics in commerce and the need for greater openness, honesty and transparency. Due to the demands of those changes, even greater pressure has been placed on companies and organizations to assure that the numbers are right. But what about the people? What about the customer, what about the staff and where are the ethical or moral guidelines in our work practices?"
 
Something about these comments triggered a connection to a conversation I recently heard about the importance of the customer perspective. Listen to this three minute dialog about how innovators can only remain innovative if they integrate the customer perspective.
 
Gary Lemke, Publisher
(Share your thoughts)
 
1/28/08 - CRM Justice . . . One Last Time
Last week, I shared a Martin Luther King Jr. quote that "injustice anywhere is a threat to justice everywhere" with additional thoughts about how that ties to CRM (More CRM Justice; Even More CRM Justice). Let me ask you a question - are you the MLK at your company with regard to customer justice?
 
One reader wrote: "Martin Luther King led a crusade to effect change, to achieve a status of human rights where we may all be treated with fairness and as equals. In the cynical world of commerce and in our role as 'protectors of the customer,' can we or will we stand up and make a difference. Our injustice is not just to our customers, but to ourselves. If we don't, who will? To seek not to blame others, but to take up the cause, to make a difference in how we run our business, how we treat our staff and how we honestly relate to and care about our customers."
 
I simply love CRMAdvocate readers. They care. You care. You strive to make a difference. Who will make a stand for CRM justice at your company today?
 
Gary Lemke, Publisher
(Share your thoughts)
 
2/1/08 - Justice is Complicated
Inspired by a Martin Luther King, Jr. quote, I've been writing a bit about CRM justice. I've been greatly moved by the many deep emails I've received from CRMAdvocate readers. You guys are real thinkers! Here is another excerpt for you to consider:
 
"For the past 100 years, businesses large and small worked from an equation I would depict as: Product + Processes = Value & Profit with value primarily being cost element. This is a hard way to do things (hard meaning standard, time honored, methodical approaches). The new paradigm is much softer. It would read something like this: Product + Processes * (Customer service, justice, responsibility) = Value & Product + Profits. It makes it a tad more complicated. With the choices educated and informed consumers have, companies are compelled to adopt a much more customer centric model. By bringing responsibility, justice (using the definition), and customer service to the table, we are now faced with new currency."
 
What currency does customer justice have in your organization?
 
Gary Lemke, Publisher
(Share your thoughts)