Magazine article CRM Magazine

Crm 2.0

Magazine article CRM Magazine

Crm 2.0

Article excerpt

IF THERE WERE EVER an issue of CRM magazine that underscores the industry's maturation, it's this one. Many companies have already implemented some sort of traditional CRM technology or transactional system, but recent technological advancements are readying this industry for a new era of CRM.

It's certainly not difficult to sell veteran business leaders on the concept of transactional systems, but there's still a bit of convincing left to do out there. Plus, we can't ignore younger professionals who are new to the concept. So we continue to write these stories, as they underscore the foundation for which the technology side of our industry was built on. For example, there's a feature story in this issue by Senior Writer Marshall Lager called Breaking Down the Silos (page 40), about one of CRM's long-standing business cases.

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Once these transactional systems are in place and business leaders are collecting valuable customer data, however, many ask the obvious next-step question: What do I do with the information? The answers to this will help propel the industry to new heights.

Some of the answers appear in this issue, as the type of articles we're reporting focus on the next steps of CRM. This point, particularly for marketers, is well illustrated in Senior Editor Alexandra DeFelice's story, What's In a Name? (page 32). It details how important it is for marketers to clean and understand the data they already have, otherwise they might, for example, mistakenly identify a customer as a physician, because Md. …

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