Where is CRM going? What needs to change to extend its value proposition? These are the questions that I posed to members of the #CIOChat and some noted CRM industry experts. Their answers should be relevant to CIOs, CRM implementers, software providers, and even marketing leaders. They collectively provide all involved in CRM with views into today and the future.
Most important CRM capabilities
CIOs suggest that sales, marketing, and services are of increasing importance to their businesses. However, they stress that no longer can these be managed as silos. Instead, they suggest a more holistic view of the customer journey is needed. For this reason, CIOs say focusing on the customer is the context that should drive CRM implementations. Without this compass, they say business goals become quickly lost in implementation.
Read More from This Article: IDG Contributor Network: The future of CRM
Source: IT Strategy