Why bother when it’s easy to automate…
By Rajesh Setty on Thu 04 Oct 2007, 6:39 PM – 1 Comment
Last week I attended the Dreamforce expo at Salesforce.com. There were a wide variety of companies (partners or Salesforce.com) that were exhibiting there. I probably talked two about two dozen companies trying to understand their offering.
With about fifteen of those companies I gave them my business card and asked them to follow up on “specific topics of interest”. Most of them made notes in some way or the other.
A week later I have received notifications from twelve of those fifteen companies. All of them were based on pre-defined templates. It was personalized but being in the CRM world in the last decade, I know they were all automated messages.
At least a few of those companies would have got some “hot” leads – just if they had come back to me with answers to my specific questions.
Well, answering specific questions is hard work. Automation is easy. Just feed the email address to a program and the program takes over…
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Alastair Revell on October 5th, 2007
I think the problem is that customer relationship management (CRM) technology is very often used to cut costs and is often tacitly sold on that understanding. It is clearly cheaper to send an automated response than spend money on an employee building a relationship with a prospect.
The irony, of course, is that customers don’t build relationships with machines…