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Customer Relationship Management 2010/11 (Technology Evaluation and Comparison Report)
Ovum, Oct 2010, Pages: 362
Introduction
Businesses thrive or die on the strength of their relationships with their customers. This strategic issue is best executed through the use of next-generation CRM systems that enable process efficiency, innovation, and drive business value. This CRM report provides comparative CRM system analysis for enterprises selecting a CRM system and insight into the trends shaping the market.
Features and benefits
- Improve customer loyalty and long term revenue by designing experiences that align with customer expectations.- Use CRM technologies such as mobile, social networking and collaboration, and analytics to create new types of customer relationships.- Embrace the extended CRM mindset and framework to create a base for joined up customer initiatives to drive customer retention and value.
Highlights
Statistics such as 40% of enterprises planning to increase their investment in CRM and over 50% maintaining current investment levels illustrates the stratefic importance of CRM, particularly in tough economic times.Collaboration is changing internal communications, business-to-consumer, and consumer-to-consumer interactions, raising expectations around response rates, and turbo-charging the pace of business.The concept of value co-creation is largely untapped, but can bring direct and measurable benefits to business and customers.
Your key questions answered
- How changes in market and customer dynamics are altering the way CRM systems are designed and deployed.- Why CRM requires active investment and innovation and can’t be consigned to
maintenance mode.- How SOA and BPM can be harnessed within CRM to improve alignment with business objectives.
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