FULL HOUSES: Turning Data into Audiences

CRM Will Require Mastery of 3 Essential Developments

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

“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.

Entry filed under: CRM, Mobile Web, Online, Web 2.0. Tags: CRM, Mobile, Mobile Web, Online, Web 2.0.