The ability to collect massive amounts of data represented a huge leap forward in customer service and communication when customer relationship management first hit the market as a marketing, sales and data management tool.
However, CRMs weren't a holy grail. Data management is one thing. Using data to understand what customers really need (not just what you think they do) and how to engage them is another thing entirely.
CRMs were not built to be nimble. Times change, customer expectations change, and the technology needs to change with it.
Currently, predictive analytics and artificial intelligence promise the potential to revolutionize CRMs in truly meaningful ways, but rather than be hyperbolic about that potential, it's important to be pragmatic -- and that's not the same as being negative.
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