In his book, Authentic Intelligence, Dan Harrington, founder of Usherpa, points out that of all of the technologies businesses use today, few have undergone as dramatic a transformation as the Customer Relationship Management (CRM) system.
Once seen as a mere repository for customer data, the modern CRM has emerged as a powerful, multifaceted platform that is redefining the way companies engage with their clients. And that’s just the entry-level offerings in the space.
The traditional CRM has long been plagued by a high failure rate, with studies suggesting that up to 90% of CRM implementations fail to deliver the expected results. This dismal statistic has plagued the industry, leaving many business leaders skeptical of the value these systems can provide.
However, the tide is turning as companies embrace a more holistic approach to customer engagement. Harrington’s Authentic Intelligence aims to point companies in the right direction, vastly improving their success rates.
From Customer Data to Customer Relationship
The key to this shift lies in the emergence of a new view into the sales process. Long considered a simple numbers game, today’s best salespeople know that it has always been about the relationship. What the CRM should do is enable the salesperson’s contacts to engage.
That’s why Usherpa developed the first Relationship Engagement Platform (REP), an evolution of the traditional CRM that combines its core functionality with automated sales and marketing technologies. In effect, Usherpa’s artificial and authentic intelligence created the first Smart CRM.
Our approach is centered on the fact that successful evergreen customer relationships are not just about data management but rather a delicate balance of personalized interactions and data-driven insights.
Making Customer Relationships Work
At the heart of Usherpa’s REP is the understanding that relationship-building is the foundation of lasting customer loyalty. Gone are the days of mass-marketing to anonymous leads; today’s customers crave authentic, personalized connections with the brands they engage with.
The REP facilitates these connections by automating marketing efforts across various channels, such as email, direct mail, and SMS, while also streamlining sales workflows and serving up data-driven sales opportunities.
But a truly Smart CRM, like the one we’ve developed, doesn’t stop there.
We’re building artificial intelligence (AI) driven systems to take customer engagement to new heights. AI-powered CRMs can analyze vast troves of customer data, identify patterns and trends, and provide valuable insights that inform more targeted and effective marketing and sales strategies. This integration of AI not only enhances the functionality of the CRM but also helps to mitigate the risk of implementation failure by ensuring that the system is optimized for the unique needs of each business.
Sales organizations, like those in the mortgage and real estate industries, realize that the importance of the CRM cannot be overstated. But a traditional CRM is no longer enough. A Smart CRM is the preferred tool for customer engagement, defined by personalization, automation, and data-driven decision-making.
The REP represents a quantum leap forward, empowering businesses to build lasting, authentic relationships with their customers and drive sustainable growth in an increasingly competitive landscape.
To see this tool in action and find out what a difference it can make in your own business, reach out to us at Usherpa today.
