- CRM systems have taken a regimented approach to the data gathering process
- The static HTML web page is no longer acceptable to users and customers
- Web 2.0 and Enterprise 2.0 provides users new ways to interact with information
- Applications will be easily configured in a way that does not rely on an IT expert
For years, CRM has focused on pulling together and exploiting large quantities of information with powerful tools to analyse customer behaviour and support service agents in effective decision making. To date, CRM systems have taken a regimented approach to the data gathering process, delivering ever busier screens to users and demanding mandatory input in numerous fields. User adoption has often been driven by compulsory edicts from senior management, rather than a satisfying user experience.
This data and process-centric approach can be considered the necessary precursor to what is set to become the next evolutionary step in customer management technology. But now we have the opportunity to take advantage of new ways of gathering and distributing customer information and intelligence.
In today’s world, the rise of consumer-powered web platforms has become a reality, with the success of sites like LinkedIn, Facebook, Wikipedia and eBay. The new models and experiences that these sites deliver are not only here to stay, but are becoming a de-facto standard by which every other application - be it within the enterprise or externally - is beginning to be judged. Developers need to appreciate that the static HTML web page is no longer acceptable to users and customers of their software; they will have to find more engaging ways of capturing and delivering information.