You Know Your CRM System is Screwed Up When.....

High-touch CRM can bring a lot of benefits to companies that want to reach out to customers with that personal touch, even in otherwise impersonal businesses like high-tech retail. But implementing the system correctly is often harder than it looks, at least to judge by the email I got from  Epson America this morning (May 5, 2006):  

Dear Joshua Greenbaum,
Your Epson $20.00 rebate check has been sent via 1st class mail on 12/28/2006.  Please allow adequate time for delivery.
Sincerely,
Epson Rebate Administrator

The good news is that I actually got the check about a week after it was mailed to me at the end of 2005, which means that Epson apparently has a relatively well-functioning accounts payable system and a decent mail room. But the CRM system that took four months to notify me that the check had actually entered a time warp and was sent out next December 28th needs a little revamping, to say the least.

This is, unfortunately, typical of the wasted opportunity that many CRM implementations exemplify. Companies think they are doing customer relationship management because they bought the software -- which is kind of like saying you're participating in the democratic process because you registered to vote. Then, like Epson, they implement something that at best only highlights how poorly the implementation actually went, and in doing so airs some dirty laundry to the very person -- that upsell prospect known as a new customer -- they are trying to impress.

Now granted, I'm not really going to judge Epson by whether or not they can synch up their rebate CRM system with accounts payable and actually send out the email when the check is sent out -- I honestly am looking for other things in a printer vendor. But I do feel sorry for the people at Epson who actually thought their CRM system would be an asset in the on-going battle for customers. Instead of looking smart they look a little silly.

At least the check didn't bounce.

P.S. An Update: Today, May 22, I received the following email. Apparently I was already notified that the check had been mailed at the end of the year......

Dear Joshua Greenbaum,
Your Epson rebate check shipment notification received on 5/5/06 was a duplicate email sent to you. Please disregard that email.
Sincerely,
Epson Rebate Administrator