Today’s customer relationship management (CRM) is all about the big picture. Increasingly, businesses are recognizing that CRM investments are not one-time events. Rather, they are part of a much larger strategy—one that is focused on value, transformation and growth.
Embracing this new epoch—the Third Wave—can mean the difference between ROI and stagnation for many businesses. Historically, investments have targeted data-gathering solutions for efficient customer relationship tracking. Or they have looked to cloud-based services which promise much and deliver little. Indeed, the "one-size-fits-all" moniker may look good on paper, but it is ultimately constrained by its lack of dynamism and adaptability.
The Third Wave is free from such constraints. In this new era, organizations can create unified ecosystems that are linked to actionable insights. End users can be clear on their business objectives and develop credible strategies that are aligned to their customers. ROI is no longer subject to prophecy, or wishful thinking; it is a measurable, achievable goal.
In this paper, we outline the benefits of a long-term, big picture approach to CRM. Will your organization embrace the Third Wave, and capitalize on insight-led decisions that can deliver a true return on investment?