Small Business Customer Relationship Management Case Study

In honor of an invitation to write on LinkedIn, Joe has prepared a case study on an attempted Customer Relationship Management (CRM) tool deployment at a small business. As you can see, things did not go so great. We believe that you can often learn more from failures than success. So, in the spirit of supporting fellow businesses, here is a case study on a CRM deployment that did not go well at a small business.

Download the Case Study Here

The reader’s digest is that our team tried to provide a solution to a small business owner that would harness technology using a simple CRM solution. Our client’s staff were not luddites, but they did not like technology. A CRM was too much, but more importantly the value to the business owner was not clear. It is hard to see numbers when they are on a piece of paper, and not in your cash register. Our case study, which reads a bit more like a white paper in the end, is an examination of how the lack of a solution that guided sales through a pipeline and inserted accountability (specifically follow up with non-low-hanging-fruit customers) cost this business at least $200,000 this year (probably closer to $700,000) and more than $8,000,000 in total.

The formula is also there so you can see if a customer relationship management solution would help your business. Chances are, you will be wondering why you didn’t use one sooner…

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