The only source of competitive advantage is the one that can survive technology-fueled digital disruption — an obsession with understanding, delighting, connecting with, and serving customers. This means effectively managing the four key areas of customer relationship management (CRM): strategy, process, people, and technology. Reflecting on my client work during the past year, and delving in to Forrester’s most recent research, here are the top twelve CRM trends to consider as you finalize your plans for 2013.
Trend 1: Enterprises must navigate digital disruption. Thanks to digital platforms, your customers live in a world of heightened expectations and abundant options; they can get more of what they want, in more places, at more times, than ever before.
Trend 2: Companies will transform to become experience-driven organizations. More enlightened companies are defining customer management strategies from the outside in, articulating a customer management strategy defined in customers’ terms that can be used to guide organizational improvement efforts.