The Banker who cried “Simplicity” as written by Raymond Zhong interviewing Andrew Haldane in this weekend’s WSJ Opinion section helps to make the case for simplicity in Customer Relationship Management (CRM) systems. Mr. Haldane, the Bank of England’s executive director for financial stability, in a talk this past August, asked what appeared to be a straight forward question …”Why is it that border collies can catch Frisbees better than many humans, including ones with physics PhD.s?” The answer: “in complex decision-making problems, simple rules sometimes do just as well as complex solutions, if not better.” The same lesson applies when choosing a CRM system. The complex world of CRM offerings is very much the same. SalesForce.com will get the job done, but at times is so complex, users give up and just stop using the system. Lack of adoption is the number one roadblock to successful implementation of a CRM system.
The border collie does not “process in real time, a brain-fryingly complicated set of physical and atmospheric factors: wind, gravity, the Frisbee’s rotation and flight path.” Instead they just “keep it simple. Less is more.” If you have to spend hours and hours figuring out your CRM system or have to hire someone to show you how to set it up and administer the program, you’ll end up being “distracted or overwhelmed” and miss your goals.
Simplicity is king. Time is money. Using what you pay for, month in and month out is practical.