This means effectively managing the four key areas of customer relationship management (CRM): strategy, process, people, and technology.
Reflecting on my client work during the past year, and delving in to Forrester’s most recent research, here are the top twelve CRM trends to consider as you finalize your plans for 2013.
More enlightened companies are defining customer management strategies from the outside in, articulating a customer management strategy defined in customers’ terms that can be used to guide organizational improvement efforts.
The right customer interactions, implemented the right way, don’t just happen. Instead, they must be actively designed. Brands must understand and manage their customer experience ecosystems, which comprise all interaction points across customers’ journeys.
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