10 CRM Trends to Watch in 2002
4. Companies will heighten their focus on data analysis and organization to avoid information roadblocks.
Braun executives project companies will place a much greater emphasis on the analysis and organization of data.
Data often are difficult for users to access, whether they are of insufficient quality, locked away in an antiquated legacy system or present an incomplete data picture. Goldman predicts that 2002 will be the "year of the user." Easy access to data will enable marketers to quickly obtain easy-to-understand information from which they can make better business decisions.
5. Companies will realize customer satisfaction doesn't translate to loyalty.
Satisfaction can be part of loyalty, but the two are not synonymous. Many customers may be dissatisfied with a company's service, but are loyal to a product and continue to buy. To better understand customer behavior patterns, company executives will ask why customers are staying with or leaving a current service plan. That knowledge then can be used to adjust product and service offers to minimize migratory purchasing behaviors.
Says Goldman: "Loyalty drivers can change; however, you can observe change and then react in a timely manner."
6. Companies will focus on "thoughtware," not software.
This is the organizational side of CRM. "Changing a company's attitude is a herculean effort. It's a dramatic change that isn't activated by an e-mail; it requires a procedural, cultural and mindset change," points out Goldman. You can build CRM technology, he says, "But you can't exploit it without cultural change."
7. Companies will stitch together their customer channels.
Multichannel integration will allow companies to present a consistent experience for customers at each touchpoint, regardless of how customers choose to interact with an organization.
8. Companies will embrace partnership relationship management as a means to maximize value to end-
Organizations will approach CRM as a team effort by outsourcing non-core competencies to partners, sharing and leveraging information.