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 Sales, Marketing & CRM Systems (June 2002) Summary
For an area supposedly in the doldrums, CRM technology looks remarkably lively.
It’s true that investments in sales, marketing and CRM systems are under pressure as companies cope with the economic downturn – as our research article confirms. In line with this, John Stewart of KPMG Consulting advises on how to get better value from CRM investments.
But David Cotterill of Cambridge Technology Partners makes the point that the pressure is not bringing an end to CRM, but encouraging users and vendors to extend their customer-facing technology beyond the immediate salesforce and marketing team, to other internal employees and partner firms.
Damian Kelly of Kainos sees this evolution going further: he predicts a move from CRM to CMR – customer managed relationships – as customers take control. This is partly prompted by new technology, and partly it is forcing changes to existing CRM systems.
Elsewhere, Jeremy Braune of Detica writes about developing web-based customer management systems.
Consultants' Advisory 2002
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