The Year of CRM, With a Twist
Even as activity explodes around customer relationship management, our Enterprise Advisor says the CRM acronym has become meaningless.Some acronyms never die, even if in many ways their time has come and gone. CRM or customer relationship management - is one such dinosaur.
To be sure, working more closely with customers is something that every company wants to do more of, and lots of software and services are being bought with that goal in mind.. Nonetheless, Im ready to declare the end of CRM again, even if the quantity of financial, economic, and buyer activity around CRM is making it look like 2006 is going to be the Year of CRM, once again.
The problem is the following: As the breadth of customer-related activity and software sales grows, its becoming harder and harder to use the over-arching term CRM to compare one vendors offering to another. What SAP, Oracle, Salesforce.com and Microsoft, not to mention Onyx, Rightnow and others, call CRM is rapidly becoming more different than anyone wants admit. So different that were not just trying to compare apples to oranges its looking more like apples to walnuts, or oranges to orangutans.
Sure, its all about the customer thats the easy part. But, if you really look at whats happening in enterprise software, everything is all about the customer. Its hard to find software that doesnt impact the customer relationship: working with customers imbues activities in every part of the organization, from sales, service, support, marketing, and product development, to finance, supply chain, document management and on and on.
More Than Just Customer Management
Similarly, Microsoft just had a blow-out quarter for its CRM product. But the reason is not because its the best CRM product in the business, but because it connects so well to Microsoft Office. SAP comes out with a CRM On Demand offering that is genuinely good at customer management but the best reason to buy is that it connects seamlessly to the SAP back office. And now that the Siebel deal has closed, Oracle is out pushing Siebels vertical functionality, its analytics, and its on-demand offering. And, by the way, its CRM feature/functionality too.
In other words, whats really important in the world of CRM is not the traditional CRM functions of sales-force automation, contact management, call center operations, and the like. Whats important about CRM turns out to be what has always been important to business users: connectivity, low-cost, industry-specific functionality, and usability.
This give some color to the efforts of Salesforce.com to move beyond its once pioneering point of differentiation, now that everyone is doing on demand. Ironically, this is the company that was among the first to understand that CRM is more than just customer management. Now its a company trying to find the next big non-CRM thing that CRM customers are looking for. Before someone gets there first. Hence its multiple attempts to be a platform supplier, to grow beyond on demand and become something bigger, and hence something more strategic.
So as the latest Year of CRM unfolds, keep an eye on the part of every vendors offering thats not about CRM. The CRM hype will always be there, but the real points of differentiation will be seriously far from the old CRM that we worried about during the last Year of CRM, whenever that was.
Meanwhile, Im going to spend the year trying to think of a new acronym to describe whats going on in the market today. Because if everything is about managing customer relationships, then CRM is an increasingly redundant term, and those vendors that rely solely on their pure-play CRM capabilities will begin to become redundant too. Its 2006 and CRM is dead. Meanwhile, for those managing customer relationships, its going to be a great year.