CRM in 2018
2018-01-17This era has been ongoing for some time. We may forget that cloud computing, going all the way back to the start of the century, is essentially a way to commoditize and automate IT. Those particular trends have only accelerated recently, with analytics and machine learning automating many functions or influencing the initiation of others.Figuring out the year ahead in CRM is tricky and getting more so. Making predictions has been more challenging for the last several years. We've seen an array of new technologies take root and blossom, but managers have had trouble figuring out how to adopt them.
Those innovations have fueled a lot of anxiety in the C-suite about digital disruption, but the disruption is necessarily different for every company. Some will thrive on an IoT strategy, others on adding analytics to retail customer data. If we first make some educated guesses about where we are in the CRM lifecycle, however, things can get easier.
We live in an era of commoditization, consolidation, automation and capital efficiency. These drivers are the opposite of what you see early in a lifecycle when product categories are new, emerging companies are hiring a lot of people, and markets are generally expansionary. It's an easy time to make money.
Customers respond well to vendors that cover the bases well on routine, garden variety, vanilla interactions. In 2018, I'd put some additional effort into that.
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