Summary
As in the theater, timing is everything. I believe that now is the time to understand the impact that these twelve CRM industry trends will have on your existing or planned CRM efforts. Carefully consider these trends as a part of your overall planning process and you will likely see the benefit of your foresight as you implement your CRM efforts.
Understand the importance of technology, but be careful not to get caught up in the technology game. As the founder of American Airlines' Sabre reservations systems, Max Hopper, already warned us many years back, because changes in information technology happen so quickly, and the consequences of falling behind are so devastating, companies will either master the technology or die. Companies will have to run harder just to stay in place—a technology treadmill. As indicated in this chapter as well as throughout the text, remember however that technological wizardry on its own produces very few, if any, practical business results. In short, think of CRM as a three-step process:
1. |
Determine the prioritized, CRM business functions to automate. |
2. |
Ensure user buy-in. |
3. |
Use CRM technology to help you accomplish prioritized business functions. |
After 17 years in the CRM industry, having helped greater than 300 best-in-class companies to automate their CRM programs, I still am a great believer in CRM's bright future. I sincerely hope that you and your company can apply some of the knowledge from this book to your current or planned CRM efforts, and that your journey is safe, successful, and fun.