FULL HOUSES: Turning Data into Audiences

CRM Will Require Mastery of 3 Essential Developments

“Advances in people, process, and technology over the past 15 years have helped make customer relationships deeper and more meaningful. But the next 15 years will deliver innovation at a much faster pace, and organizations will only survive by embracing meaningful two-way dialogue with increasingly mobile customers.“

Beyond commitment, expertise, and innovation‚ this requires mastery of three essential CRM developments:

1. Engagement – a two-way dialogue (See a related video at http://sn.im/jul10-smvideo.) “Online communities increasingly allow people to get information, opinions, solutions, and ratings directly from each other rather than from organizations.“
2. Mobilization – innovative software is the key to mobile and builds upon increasingly ubiquitous access.
3. A New Paradigm – CRM success will still depend on the people/process/technology mix: 50% of success depends on people, 30% on process and 20% on technology. But new collaborative technologies will change how people interact, combining real-time information and analytics and  two-way customer dialogues and integrating these communications into accessible customer history.

READ FULL ARTICLE ONLINE The Next 15 Years of CRM: Your customer-centric business strategy must become a two-way street.

27 July, 2010 at 1:19 pm Tim Roberts ARTS Australia Leave a comment