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subject: CRM for 2010 and Beyond… [print this page]

There are probably tons of articles for what the CRM world is going to bring to the market this year Perhaps you should read the ones from 2009 to see if the predictions were just a great wish list by analysts. Instead of predicting what CRM features are going to be popular or should be popular this year, I am going to take a different approach. So,here is my take on where we are headed Lets just say the keyword is Contact Intelligence. And whatdo I mean by Contact Intelligence? What if pertinent information about your relationshipsis fed to your CRM system automatically and what is the point? The point is that building a business is not purely based on the quality of your products but rather based on the relationship you form with your customers. So, the more you know about them, the more you cater to their every unique need. For example, Lets say you have 50 prospects in your pipeline; Now, what if your system automatically provided you with the latest content relating to your prospects region, industry, organization or even personal accomplishments. And what if you could use this information as a gateway to a deeper conversation and/or providing kudos for an accomplishment to your prospect. This level of relationship touch builds trusts and may just bewhat is necessary to close the deal.

The technology that can provide this level of sophistication and intelligence is already inR&D.In somelesser way youare already seeing the beginning of these features when companies and/or analysts talk about CRM integration with Social Networks. But integration with Social Networks is just part of the picture Integration without intelligence is like having a car and not knowing how to drive it. There is vast amount of data with the various Social and Public Networks the key is to integrated these networks with CRM in a manner than can provide value to both the user of the CRM solution as well as the recipient in this case the prospect or client. As the year progresses I will be sharing more about the technologies that are making headway in Contact Intelligence the way I defined it. In the meantime, it is critical that you review the usage of your CRM solution to ensure that each customer touch point is optimized for the highest possible results. Also, make sure you review all automated processes to adhere to changing business processes and/or focus. Happy New Year May the force of your CRM solution continue to drive your business towards the goals you have set!

CRM for 2010 and Beyond

By: Sundip R. Doshi

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