CRM learns its lesson from Web 2.0by
In the last 10 years customer relationship management has emerged as a powerful business trend across the globe. CRM is here to stay but is about to evolve into a new dimension focused around one of its key users: the sales person, says Oracle's Anthony Lye.
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.