The Age of Asymmetrical CRM, By Denis Pombriant (@DenisPombriant). This piece delves into the present and future of CRM as PC sales continue to plummet. The rise of mobile devices over PCs is leading to a shift in CRM catering to mobile users, but Denis goes beyond that, writing about the fact that “we are rapidly moving toward asymmetry in not just CRM but in all forms of computing.” The bifurcation in computing of server farms and mobile devices tapping into server processing power means that the capabilities of the device itself aren’t what’s important – any internet connected mobile system can use a variety of sensors/inputs to capture information, then utilize servers to engage in intensive number crunching. For CRM, this ubiquitous computing power has the potential to destroy information siloes, yet many larger corporations have yet to take advantage. As Denis describes, we need better information to deal with customers rather than consumers, where “consumers bought what they were told to by Madison Avenue in the manufacturing age, (and) customers subscribe to things and can be gone before you ever register a profit from them.” The nature of CRM has become two-tiered with mobile and server farms, where mobile devices capture data and the server farms make this information actionable, and successfully enterprises will use this change to gather and analyze more useful information than ever before. Read the full article at EnterpriseIrregulars.com!
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