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Can Your CRM Evolve as Fast as Your Customers? (Part 2b)

21 November 2012
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What was once an uninterrupted flow is becoming a series of moments–from the point when the consumer first becomes aware of a new product or service, through the investigative process, up to the purchasing process–all of these moments may become discontinuous and be separated by days or weeks.

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Can Your CRM Evolve as Fast as Your Customers? (Part 2b)

What was once an uninterrupted flow is becoming a series of moments–from the point when the consumer first becomes aware of a new product or service, through the investigative process, up to the purchasing process–all of these moments may become discontinuous and be separated by days or weeks. The speed of information access and processing means that a business’ opportunity time frame to influence the process is decreasing, and they are increasingly less able to exert control over the other influences on the consumer, including the social network and Internet search engines. No more does an ERP system reside solely within the walls of the enterprise; the customer, reaching through the CRM portal, is altering processes across a very wide swath.

That’s good. The empowered customer has leveled the playing field among competitors, and businesses are faced with a critical challenge: how do we remain relevant to the customer? To deliver value instead of competing on cost alone, and to provide a brand experience strong enough to earn repeat business, businesses must change the way they operate and compete. They must meet the elevated personal expectations of the new, smarter customer.

Beyond marketing strategy, business development, advertising and creative, there is one fundamental key to addressing these massive shifts in the relationship between customer and business: the choices you make in the evolution of your CRM system.  The savvy, digitally connected and smarter customer is a challenge for businesses, but not an insurmountable one. With new CRM strategies, companies can deliver the experience that will ensure competitiveness and efficiency and, that will build brand loyalty over time.

Continued in Part 3

 

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