Thursday, July 5, 2007

Should CRM just be CM?

Reading: Should CRM just be CM?Tweet this Post

Customer Relationship, Experience, Insight, Intelligence ... and the list goes on. For this next generation should be just elevate Customer Relationship Management (CRM) to Customer Management (CM)?

Or is the CRM acronym a very flashy ringer that cannot be done away with in 2.0? Maybe the CM acronym is already taken and gets confused with Content Management or something.

But if we go the generic CM route then we get out of the front office vs back office business which anyways was strong positioning put forth by the ERP and CRM vendors to differentiate their solutions rather than how customers really wanted it. I've been on umpteen customer business process integration initiatives where the processes were spanning multiple systems and folks would try to draw these artificial lines of demarcation saying this is what CRM will do and this is what ERP will do etc.

Ultimately CRM 2.0 or even Enterprise 2.0 for me is all about defining processes and loosely coupled components that enable these processes in an organization. So maybe Customer Management 2.0 is the space that is all about the customer and cuts across the traditional CRM, ERP and SCM domains of the past.

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