Over the past few years, we’ve done hundreds of interviews with both customers and sales teams to help companies find out why they are really winning or losing business. In one of our earliest projects, we asked our client to give us a list of customers to contact, including names, phone numbers, titles, and the like. Two days into the project, we realized there was a serious, serious problem.
When we started dialing the phone, we found out that none of the customers actually existed.
Well, that’s not strictly true. The companies existed, but a seeming majority of the contacts either had left the company, had incorrect or missing phone numbers, or had changed extensions. How could this be? The information had been pulled out of our client’s contact management system, for their existing customers. “It should be right…right?” asked our client.
An interesting bit today in SearchCRM entitled “Five Dirty Little Secrets of CRM” bears this out. In the article, Laura Preslan, a research director with AMR Research, states that one organization she is aware of used a social network discovery tool to “spider” their network for email and other personal contact lists. When completed, an analysis was performed that showed that only six percent of the contacts that were in the company’s social network showed up in their CRM / sales force automation tool.
Prediction: The “use social networking to clean up your CRM system” mantra will become a part of the marketing spiel of social network discovery vendors, augmenting or perhaps replacing the “use your social network to get better contacts and close deals faster” spiel.