After we packed up the kids and drove three hours to Disney World in Orlando, I sat up until almost 2 o'clock this morning reading the media coverage about Disney's soon-to-be-launched Next Generation Experience. While the blogosphere has been muttering about this reported billion-dollar initiative for a few years, the story took off early this year when the NY Times announced its impending launch. Unfortunately, most of the media coverage centered on the proverbial elephant in the room -- privacy. Congressman Ed Markey exemplified the kneejerk reaction, demanding Disney CEO Bob Iger answer questions that were already addressed in the company's FAQs. If we were in Ireland or England, I'd say that Congressman Markey was taking the mickey!
The only source of competitive advantage is the one that can survive technology-fueled disruption — an obsession with understanding, connecting with, serving, and delighting customers. But as organizations strive to succeed in the age of the customer, business and IT professionals responsible for customer-facing processes still struggle with how to define CRM strategies, re-engineer customer-facing business processes, acquire and deploy the appropriate supporting technologies, and lead and sustain the necessary organizational changes.
Technology is radically changing your customers and your business. So how do you cope with digital disruption? The CRM playbook is a practical guide that focuses our research and recommendations to help you: discover opportunities; plan for success; take action; and optimize your customer relationships. Read the CRM executive overview and companion reports to take advantage of research, methodologies, and tools to guide you through these critical phases: