Citing a recent blog entry from Ginger Conlon titled “The New CRM,” on the 1to1 Blog, CRM as we know it needs to change. According to this post, the buzz from Gartner’s CRM Summit suggests that organizations must “go multi-channel or go nowhere.” But going multi-channel needs to be more than simply adding layers of disconnected technology to the CRM experience.

“CRM is only as good as your last interaction and your weakest channel,” explained Scott Nelson, Gartner’s managing vice president, application strategies and governance, during his keynote. The message from Mr. Nelson and other Gartner analysts is that organizations need to meet customers' increasing expectations for consistent multi-channel experiences and access or risk irrelevance, Conlon writes in 1to1’s blog.

Given my recent experience at a Circuit City retailer, Mr. Nelson’s message could not be any more explicit.

After zeroing in on a television I was ready to purchase, a sales clerk processed my order in the store which included a “10% off” promotion that needed to be scanned. When he rang up the order, the total price actually added 10% to the total cost because the promotion was not properly coded in their system. This required a visit to the courtesy desk where an adjustment was made.

I then went to the loading area to pickup the television, only to discover that the box was somewhat banged up. In questioning this, the clerk who assisted indicated that if the unit was damaged the store would honor a return, which is what I had to do because when I got home, all the packaging in the box was crumpled, and the television was scratched.

I took the television back only to find out that the store did not have any others in stock. I left the store without a television and wasted several hours going back and forth to the store twice.

In visiting the retailer’s Web site to log a complaint, I used their “contact us” form to record my experience. After spending a few minutes detailing the situation, I hit the submit button only to get an error. I hit the back key on the browser to re-submit, and I found my entire dissertation was erased. At that point I did not want to spend any more time on the situation as a black cloud was clearly hanging over my head.

As stated by Mr. Nelson, organizations must approach CRM as a business strategy, supported by competent personnel, processes and technology. Those that do will enjoy the “R” in CRM and have long-standing relationships with their customers.

At the end of the day, customers should be able to have a frictionless experience during the purchasing process.

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