Going digital: The connected, collaborative path forward
Customer Relationship Management (CRM) executives face change of an unprecedented magnitude: more people are doing more online than ever before, creating more data and opportunity for interaction than at any time in history. Smarter companies are developing digital approaches that support these emerging customer needs. Based on responses from the IBM 2009 Customer Relationship Management Survey, we've decomposed the complexities of the new digital reality. As a result, we believe leadership on the connected and collaborative path forward will depend upon using customer insight and channels to understand and engage more effectively with customers.
For today's organizations, it's not a question of whether to participate digitally, but how to do so. Addressing where and how to participate to create value is what matters most in pursuing digital leadership efforts. The ability to craft rich customer experiences online and derive value from them will need to be across multiple channels inside and outside the organizational platforms. Undertaking an accelerated approach to envisioning the future will provide a robust platform for market-making and customer engagement. Using a Listen, Learn, Harvest and Engage approach will allow companies to define marketing, selling and servicing strategies that support the entire organization and enable them to share information appropriately, regardless of business model. To learn more, download our complete IBM Institute for Business Value report.