EFM Enters the CRM Stage
Posted by Jeffrey Henning on Tue, Nov 24, 2009
William Band is the author of an independent report published by Forrester, TechRadar™ For BP&A Professionals: The Extended CRM Application Ecosystem, Q3 2009, which highlights the emerging importance of enterprise feedback management and online community platforms within the context of CRM. Band summarizes the paper as follows:
Locking in customer loyalty through deeper engagement and differentiated experiences will continue to be critical priorities for organizations in all sectors in the decade ahead, but navigating the complex customer relationship management (CRM) technology landscape remains challenging - particularly in light of the rapid rise of Social Computing, the increasing adoption of software-as-a service (SaaS) solutions, and the need to provide mobile capabilities for front-line personnel. But by selecting the right solutions to invest in, CRM professionals can take the proper steps without taking unnecessary risk. As our TechRadar™ evaluation of the extended CRM applications ecosystem shows, community platforms, customer forums, and enterprise feedback management solutions - all of which enable new ways to connect more closely with customers - have entered the CRM stage. However, selling, order-taking, and customer service remain the engines that power the income locomotive at most companies. Customer data management and business intelligence solutions are becoming much more robust, supporting deeper customer insights and better decision-making.
And check out this post from Roderick Morris on another aspect of Band's research: EFM as the Hub of the Extended CRM Application Infrastructure. If CRM is a focus of your organization in 2010, make sure to include EFM in your CRM strategy.
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