I’ve read plenty about companies looking to cut costs by trimming CRM budgets, but I think Gartner brings up some great points in one of their latest reports about how improving one’s CRM initiatives when you don’t have the money doesn’t have to be about the technology.
It’s funny that after so many years of preaching the importance that CRM is as much about the processes as it is about the technology, during economic recessions such as these, businesses still have the mentality that they can’t improve upon CRM programs because they don’t have the cash.
An organizational attitude check from being product to customer-centric usually carries a bigger fallout than any piece of technology. Customer community initiatives are another.
And from a technological standpoint, and to rehash some comments I made in a blog just last week, there’s a ton of functionality available via download or custom development thanks to Web 2.0, open source and cloud computing…all at very little, if no cost. Rather than spending a fortune on overhauling an entire process or application, it’s key procedures and/or functionality such as these that can make a big difference.