CRM 5 in 5

[We’re not all pretty yet over here.  But, I have things to say.  So, the window dressing will come later]

What better way to kick off my new home than with a reflection back at a story posted around this time last year.

The start of the new year is inondated with predictions of all sorts.  I wonder.  Are there more predictions that resolutions?  Does a similar portion of the predicting population go back and revisit their thoughts as do those that make resolutions? In other words, woefully few?

Well this is a tale of a different sort.  This story started in January 2011 with a post called the CRM 5 in 5, modeled after IBM’s annual 5 in 5 look into the future of technology.  In that post, Lauren Carlson from the site Software Advice asked some leading CRM thinkers for their views on the next 5 big trends in CRM.

In this follow up post, the Software Advice team went back to this panel for their follow up thoughts on crowdsourcing, mobile, curated data, open APIs, NLP & personalized predictive analytics:

  • Denis Pombriant, CEO of Beagle Research Group LLC
  • Brent Leary, owner of CRM Essentials
  • Esteban Kolsky, principal and founder of ThinkJar
  • Brian Vellmure, CEO and founder of Initium LLC / Innovantage
  • Paul Greenberg, owner of 56 Group LLC

Additionally, as a follow up to last year’s topics, Rachel Ramsey of the Software Advice team send me this commentary on the convergence of gamification and crowdsourcing.

Gamification was a huge buzzword in 2011. Companies providing these technologies promised increased community engagement, productivity and other improvements by layering in game-like tools such as leader boards, badges and virtual scoreboards. While popular, there was varying opinions about  success of these platforms at the time.

 In 2012, our group foresaw gamification moving from buzzword to business strategy. These programs proved real results increasing customer loyalty, brand advocacy and engagement. We touched on that topic again this year, but through the lens of crowdsourcing.

In my mind, that’s a pretty good list.  And who am I to argue with the group above?

I will add this though.  My prediction (and this is more like history repeating itself.  So, you have a better than average chance of being in the money if you bet on this one) is that a significant portion of the projects in the categories above will fail to deliver customer o business value, if the CRM table stakes are not addressed first.

What are those CRM basics?

  • Customer value, strategy and business process first
  • Technology second
  • Focus on customer insights, not data

My brain can only think in threes.  So, that’s all I got.  What’s your prediction?

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