Crispylog

I was browsing google news with the keyword CRM and bam, I came across this thoughtful article by a CRM analyst Denis Pombriant over at Beagle Research Group. The article makes some interesting points about the future of CRM, and how social networks do belong in CRM, but you can’t just simply fit the consumer model in the enterprise space.

Since Denis makes the point so eloquently, I am going to quote him directly:

Today’s CRM is based on the idea of using technology to improve internal business processes and that was and is a good goal. When CRM got going, internal customer facing business processes ran on a shoestring and scraps of paper.

I think we might have taken that kind of CRM as far as possible for the time being. We have all kinds of CRM systems today that systematize and organize our customer facing processes, but what we lack right now are effective ways of capturing customer feedback.

With feedback we can know whether or not we’re on the right track earlier than the time when we first put a product on the market, and that kind of information serves to save money and improve our business processes in immeasurable ways. So, no offense to my friends who think that social networking is a separate activity, but I really think it’s our space.