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Reimagining the way work is done through big data, analytics, and event processing, Chris is the cofounder of Successful Workplace. He believes there’s no end to what we can change and improve. Chris is a marketing executive and flew for the US Navy before finding a home in technology 17 years ago. An avid outdoorsman, Chris is also passionate about technology and innovation and speaks frequently about creating great business outcomes at industry events. As well as being a contributor for The TIBCO Blog, Chris contributes to the Harvard Business Review, Venture Beat, Forbes, and the PEX Network. Christopher is a DZone MVB and is not an employee of DZone and has posted 289 posts at DZone. You can read more from them at their website. View Full User Profile

Customer experience: where CRM falls short

02.07.2014
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Customer Relationship Management (CRM) systems were built to do exactly it stands for—to capture interaction with customers in a way that tracks and improves the relationship. In the new world of always-on, real-time, Big Data-driven customer experience management, a CRM is no longer even close to sufficient. They simply weren’t built to manage the key data available today.

Not in the CRM

When a customer opens their mobile browser, a CRM can’t capture this. When a customer enters a store, or browses the product catalog or team schedule with the intent to buy, there’s no way for a CRM to capture that information. Likewise, when a customer enters their hotel room, rental car or aircraft, the CRM has no idea. These moments are critically important in the new world of customer experience as each represents an opportunity for a better, more personal experience than ever before. Today’s CRM can’t manage the information necessary to turn that moment into a meaningful interaction.

Meaningful Interaction

It takes an ability to manage real-time information alongside data captured from the past. This is why data squirreled away in a CRM database isn’t enough to create great customer experiences. The goal must be to make all engagement more personal and intentional—every customer touchpoint, every interaction. Each discreet point adds to the amalgam of contextual information that makes it possible to better understand where the customer has been and what they’re doing right now, in real time. This connecting of the dots is what makes a customer respond, creates loyalty, and turns customers into fans, brand advocates, and far more valuable assets.

The point isn’t to pick on CRM systems. There’s still a need to have a source of data about opportunities. That source, however, only satisfies a much larger need to manage the complete customer experience.

This post first appeared on the Loyalty Lab Blog and has been lightly edited.

Published at DZone with permission of Christopher Taylor, author and DZone MVB.

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)