So, what does a number 4 on a customer survey tell us? It depends on what we want to know. What does a number 4 punched into an iPad or Tablet on a sales report form tell us? It depends on what we want to know.
The entire IT digital platform of CRM solutions today are numbers based, digital, and they are able to process a very limited and narrow part of the data available – some researches place the amount processed by digital solutions today at about 10% or less. Is less than 10% of the available customer relationship information sufficient? Is that enough? Is that all we want to know?
Over 90% of the available information out there in the customer relationship world is explanatory, requiring words, sentences, paragraphs, and explanation. The reality is that most of the most well-known CRM systems can’t handle “messy” human explanatory information – the 90%. What if this is exactly the human information that we want to know? What happens if this information is not available to management in today’s CRM systems?
IN RESPONSE TO THIS VOID, THE VOICE-BASED CRM DATA ENTRY INDUSTRY HAS COME INTO EXISTENCE! VOICE-BASED CRM HANDLES THE ‘MESSY’ 90%!
Voice-based CRM systems can accept voice-based explanatory information and can prepare it and convert it to digital and enter it into existing IT-based CRM databases for management use.
Now, back to the title of this article: “Why did he laugh when he saw the product?”
The manufacturer sales rep posed this question after a sales meeting with a top customer. This is the situation, the background, the context, the explanatory information, the words, sentences, and paragraphs of the 90% that CRM digital systems cannot process and give to management:
“I showed Ron the 75th anniversary shovel, at which he kind of smiled kindly and shrugged his shoulder.”
What’s going on here? Why did the customer react this way?
What rating, in a numbers world, from what you know so far, would Ron (the customer) give the product (on a 1-10 scale with 10 high) – a 10? No clearly not. A 6? Perhaps. A 4? Probably.
What does a number tell us, after all? Okay, let’s say he gave it a 4, which might be defined on the computer scoring screen as “marginally satisfied.”
Now, what do we know? Ron is “marginally satisfied” with our shovel – I wonder what that means. What was he thinking when he “smiled and shrugged his shoulder” upon seeing the shovel? Why did he smile at all? What kind of a smile was it? Why did he shrug his shoulder at all? What kind of shrug was it? What do these things mean?
Are the smile and shrug positive communications of body language or are they negative? Are they “fatherly” and “kindly” or “sarcastic” and “condemning”?
“… he kind of smiled kindly.” What does “kind of” mean? How does that help management understand anything about the product, price, competition, selling situation – anything?
We could go on and on with this guessing as to what Ron was thinking, feeling, and wanting to communicate with his smile and shrug.
MAYBE WE COULD ASK HIM TO EXPLAIN HIS REACTION TO US! NOW THERE’S SOMETHING ORIGINAL. ASK HIM TO TALK TO US. TO EXPLAIN HIMSELF.
Only the sales rep out in the field, sitting in front of Ron, can hear and learn and understand Ron’s response. Only if the sales reps is able to report what he learns in an open cRM voice-based dictation system is management in anyway to learn about it through their CRM system.
CRM data systems based on numbers, that leave little or no place for sales reps to enter voice-based information at length, leave out much of the most important and valuable information available in the customer relationship.
Ron might say, “Well, a new shovel, an ‘anniversary’ shovel at that. That’s an interesting thing for your company to do right now. I’m surprised and mildly impressed but concerned. That is because around here, just recently, we’ve had two equipment manufacturers close their doors [CUT! that's 250 characters, the limit of most CRM systems for words]. They were shovel makers, among other things, and their leaving has really hurt our local economy. I think if you play this right, your new shovel might find an accepting audience just to spite the two that went out of business. People are really quite upset. So, I’m smiling because of the irony of the situation, of your bringing it out now and calling it an ‘anniversary’ product; and I’m shrugging because, in my experience living here now for over 40 years, I am afraid that your new shovel isn’t going to be very well accepted here at first. Maybe if you are patient, you can eventually have the entire market here. I really like you. You are young and eager and remind me of many of the young people who used to work around here. I think you are going to have to slow down, be more patient, wait for the people here to think about your shovel and come to terms with it. If you play this right, perhaps you can have good business here. Let me tell you how I think you should play this out….”
“Number 4 marginally satisfied” – numbers are okay, 250 characters and words are okay, a lot of words are okay – it just depends on what you want to know. A voice-based CRM data entry system enables the processing of ALL of the words into the CRM system. If management wants background, context, and explanation, only a Voice-Based CRM Data Entry system can deliver it to them!
Put ‘VOICE-BASED CRM” into your browser and check it out.