It's just not true anymore. The tools that are available today can let you do just that, and in ways you might not have thought of.
The challenge of running a small business has always been to get it out of your head, out of your hands, and into a consistent and repeatable experience that every customer has, no matter who they deal with. It's what makes a business sellable or not, it's what makes it a great place to work or not, and it's what makes you miserable, or not.
And each choice you make with your technology, a bigger and bigger part of your operational systems, no matter what industry you're in, can help you in that struggle or keep you treading water. The platform you choose for your CRM, for your email campaigns, for your employee training - these systems taken together form the system that matters. The whole thing taken together is your ecosystem, and if your customers are happy and sales are growing, you’ve got a healthy one. If it's not, the only question worth asking is what are you going to do about it next?
Where is your customer experience on a scale from delightful to disastrous? Where can you 'step-in', where can you intervene and design a new system that changes things for the better? And is there a piece of technology that allows you to accomplish that function in a way that will make your customers' or employees' lives easier?
Well designed systems don’t restrict creativity and innovation, they enable it.
Well designed systems don't restrict creativity and innovation, they enable it. Bad systems are cold and bureaucratic, great systems open up room for you to make every aspect of your business more personal and repeatable, to consistently get closer with your customers even when you're not there.
Imagine you could use technology, at whatever level of investment is right for your business today, to start changing the conversation you have with customers - with the ones you have and the ones you want. Now, imagine that every interaction a customer has with your business, down to each click or call, feels the same way. They feel cared for, personally, each and every time - as if it was always you who picked up the phone.
Can't be in two places at the same time? Maybe this law of physics was meant to be broken.