Surviving and Thriving in the Customer-Driven Age

It is not enough for a CRM system to provide a platform for launching new customer initiatives. The core of a transformational CRM system is the ability to respond quickly.

The benefit of choosing a responsive CRM platform is that changes can not only be made quickly, but also provide a net improvement in the customer experience. This includes both the ability to change business processes on the fly and the ability to ensure that customer information is consistent across divisions and departments even while processes, teams and customer segments are changing. Organizations need to ensure that the specific requirements of their industry - from government, to telecommunications, to oil and gas - are cost-effectively captured inside the CRM application as requirements change. And as technologies change, the organization can capitalize on new business models such as software as a service and grid computing to increase reaction times and provide new financial options.

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