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Can Your CRM Evolve as Fast as Your Customers? (Part 7a)

05 December 2012
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Modularity and open source. As the IT teams in midsize firms are investigating and buying Cloud-deployed CRM solutions, they are purchasing those tools and others like analytics that have modular or service-oriented architectures (SOA). They can then source pieces such as contact or order management as needed.

CRM Software

Can Your CRM Evolve as Fast as  Your Customers? (Part 7a)

Modularity and open source. As the IT teams in midsize firms are investigating and buying Cloud-deployed CRM solutions, they are purchasing those tools and others like analytics that have modular or service-oriented architectures (SOA). They can then source pieces such as contact or order management as needed. Modularity can save time, enables realized benefits and ROI sooner and spreads resources over a longer period than “lump sum” traditional CRM designs. Firms are also acquiring solutions written in open source software. Open source software gives developers and IT teams access to the core or kernel code, permitting them to rapidly and less expensively create customized applications. In contrast, proprietary software is “locked,” which means some companies may have to adapt—at great expense—their existing applications around it. In software, few apps are more entrenched (and interdependent with other systems) than CRM.

The changing customer, the implications for CRM and CRM trends have combined to make the case for a smarter approach to CRM: a menu of best practice methods and solutions, designed to work together. On it are Cloud-delivered, modular, open and mobile-enabled CRM, social media monitoring, filtering and analytics, data integration, BI including predictive analytics, data warehousing, marketing automation and collaboration applications. While traditional and many newer CRM solutions have these other tools built in, these wares may not be suitable for individual companies’ specific requirements.

A smarter approach is one that seeks to resolve functional gaps in a company’s operational performance. It is an approach that focuses on customer-centric processes, including improved contact center, IVR and Web self-service; customerpermitted, proactive, outbound, multichannel notification; and, where there is an advantage to be gained, multiple language support.

Continued in Part 7b

 

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