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CRM vs EXCEL - Think&Start

CRM vs EXCEL

CRM vs EXCEL

Uno de los grandes retos de las empresas es tener la información ordenada y a disponible en cuanto sea necesario. El CRM (Customer Relationship Manager) es una herramienta diseñada para como su nombre lo dice, administrar las relaciones con los clientes.

Primeramente definamos la relación de un cliente; un CRM nos permite almacenar información sobre nuestros clientes y los diferentes proyectos o programas que se desarrollan con ellos, es por ello que es importante tener siempre la información actualizada y disponible. De igual forma el CRM también nos permite tener una base de datos de las empresas con las que se ha tenido contacto, aún sin concretar proyectos.

Ahora bien, la clave de este sistema es su constante actualización y los features o add-ins que tenga los cuales deben ir de acuerdo a las necesidades y giro de la empresa; un hospital no podrá tener un mismo CRM que una empresa de construcción; si bien pueden tener el mismo cascarón, las necesidades de ambas empresas son muy distintas.

Sin embargo, ¿por qué invertir en un sistema cuando se tiene Excel? Si se le da un uso óptimo, Excel puede ser una excelente estrategia para organizar datos; desde un MRP (Material Resource Planning), VMI (Vendor Manage Inventory) entre otros,  el Excel dio la pauta para la creación de estas herramientas; y en ocasiones empresas multinacionales que cuentan con sistemas complejos tipo ERP y ERP II se encuentran haciendo planeaciones basados en tablas de Excel.

Entonces, ¿qué es mejor? Es imposible determinar qué es mejor puesto que depende de las necesidades y del uso que se le dará internamente, si bien un CRM puede estar disponible en todo lugar de manera online, y puede organizar la información de manera automática, Excel puede brindar mayor visibilidad a primera instancia, sobre los proyectos actuales, de igual forma todo es relativamente dependiente de la plataforma diseñada en el CRM, no obstante hay que tener en cuenta que: Garbage inGarbage out. Es decir, si al mejor sistema diseñado se le alimenta con información basura, lo único que arrojará el sistema son resultados basura.

Para decidir, qué es mejor para tu empresa, debes analizar la cantidad de información que recibes diariamente y el tiempo disponible para actualizar los sistemas. Excel puede ser muy práctico cuando la cantidad de información no es muy extensa y los estatus básicos del proyecto no necesitan amplias explicaciones. En cambio un CRM diseñado a la medida puede aportar diversos campos para actualizaciones de los proyectos y agrupar diferentes proyectos bajo una sola empresa, por ejemplo.

Si bien, todo es capaz de adaptación, ambas herramientas serán tan útiles como el usuario las utilice y alimente; el reto es usarlos y alimentarlos adecuadamente.

@ceciliaeinstein