Customer relationship management (CRM) packages may be extinct within a decade, as outdated CRM functions make way for event management.
That was the prediction of Vivek Ranadivé, chairman and CEO of integration software firm Tibco, as he spoke at its Tucon user conference yesterday in Las Vegas.
As Ranadivé outlined his vision of Enterprise 3.0, he suggested that event management will eclipse CRM, resigning it to the past.
He said: "The enterprise 2.0 world we live in today is transaction based, but we are now entering an era where events will replace transactions. We will move from this world where we continually have to ask questions and seek information into one where the information will seek you."
IT Pro reports that Ranadivé identified the arrival of larger multi-core processors and cheaper solid-state memory has pivotal developments in the rise of event management, providing the speed and capacity to capture and correlate greater event information, and apply appropriate rules.
In comparison to this, he suggested, CRM will seem outmoded. Businesses will increasingly demand that problems are anticipated and remedied before damage is done, and that they are empowered to respond to events "to make the exact right offer to a customer at the exact right time."
And as CRM cannot act quickly enough, it will be viewed as a dated technology and replaced by event management. "It is the end of an era for CRM," predicted Ranadivé.