Is Google paving the way for actual CRM/ERP Search?

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Since 1992 CRM has been a big help in structuring my sales. A consisting challenge I’ve had with various CRM systems, was to find the customer in the system. I might have heard the customer’s name wrong, spelled it wrong, did typos, or my search with *.* did not work.  Frustrating, since I knew the customer was in there.

Most CRM systems will only find the customer if you do exact and correct searches

It was even more frustrating when I worked in a big computer company, and my coworkers entered my customer with slightly different spelling, and stole my commission.

When you do not find the customer, you enter them again and the Data Quality mess starts:

–          Wrong reports and predictions

–          Frustrated workers

–          Frustrated customers

–          Higher cost, lower conversion rates and your image take a hit.

3 years ago I predicted that search would become an important part of the CRM. With an error-tolerant search, you could find your customer instantly. I was wrong then, but finally the trend is here.  This year I have already have had several inquiries about CRM search.

Google is transforming CRM Search

Google has transformed the way we use the web the last 10 years.  We now automatically go to the search box, to find the information we want.  Not only on the world wide web but also:

–          In online shops

–          Intranets

–          Onsite search on government sites

–          Facebook has moved its search in center, acknowledging this is the best place.

“Our employees are so frustrated that they cannot find the information in the CRM system” is the reason I hear when they contact me for better CRM search.

I think we will see this in the future of CRM search:

–          One central search box, that search across all fields

–          Will be error tolerant

–          Have suggest feature, to help you complete the search

–          Will be connected to external vendors to automatically import customers if it is not already in the CRM system.

You can see my CRM Search Checklist here, and a demo video I have made about the future features of the CRM Search.

Most poor data is created in the data entry phase. With a good search and registration system, this can be minimized. A

Do you agree with my view on the CRM Search future?