What Have We Learned so Far? Making CRM Make Money — Technology Alone Won’t Create Value

Abstract

A confluence of market forces has steadily eroded the ability of companies to generate sustainable profits from ongoing customer relationships. In nearly all industries, the proliferation of new product and service offerings has provided customers with an overwhelming number of options from which to choose. The Internet, by giving customers an unparalleled ability to compare value propositions and aggregate their buying power, has further tipped the balance in the customer's favor. Digital technology has also extended this opportunity backwards along the supply chain, enabling powerful collaboration with companies' suppliers.