Default image

Arthur O'Connor

Trading Places, Part 1

Your reactions to my recent trilogy about the death of the CRM software fad were voluminous. The recurring question was this: “If the CRM-as-software fad is dead, what’s next?” In review of the current customer landscape, I’d say CRM is…

The Rise and Fall of CRM, Part 3

This three-part column is about the birth and death of the CRM fad. In parts one and two, we looked at the Internet fad and the early hype surrounding CRM. In this, the third and final section, we’ll look at…

The Rise and Fall of CRM, Part 2

This three-part column is about the birth and death of the CRM fad. In part one, we looked at the Internet craze, which in some ways helped spur demand for multi-channel CRM software. In this, the second installment, we’ll examine…

The Rise and Fall of CRM, Part 1

The CRM fad is now officially dead. May it rest in peace. Contrary to the writings of some industry pundits, the demise of CRM is not greatly exaggerated. It’s real. The party’s over. The fat lady sang. It’s DOA. Companies…

Curing Corporate Schizophrenia, Part 1

Many corporations exhibit bizarre behavioral extremes when dealing with consumers. Some businesses spend a fortune striving to engage, attract, and sell prospects — only to take extreme measures to avoid interacting with these same people after they become customers. In…

Revenge of the Bean Counters

These are strange times indeed. Much to my surprise, I now find myself on another team entirely in the classic creative (marketing) versus bean counter (accounting) versus nerd (technology) versus suit (executive) political landscape. I should start with a confession:…

Knowledge: The Key to ROI

In my last two articles, I discussed the “Myth of ROI.” In this installment, I’ll disclose the key for achieving return on investment (ROI) in customer relationship management (CRM). I have suggested that the success of a CRM initiative is…