Preface xv
be appropriate in developing CRM processes, procedures, and information
systems to reestablish those four tenets? I hope this book is successful in
presenting a case for responding with a simple, unfaltering, and resounding
"yes."
Herein lies a unifying theory of CRM. Central to this unifying theory is
the simple concept of service and brand coming together. This concept is dis-
cussed in much greater detail in later chapters of the book. However, I can
understand why such an idea could make typical IT managers and those
responsible for defining CRM processes a little uncomfortable.
Potentially, it also makes other groups within the corporate body a little
uncomfortable too. If a brand falls within the scope of CRM, then the
shake-up required in terms of typical business functions is radical, even revo-
lutionary. In short, customer support, sales, marketing, and all of those other
so-called front-office functions need to coalesce. There cannot be demarca-
tions between disciplines any longer, because the divisions and demarcations
create political structures that militate against effective CRM processes.
The obverse of this, of course, is the fact that the CRM function itself
becomes one superfunction with multiple facets. Some facets will be mar-
keting-like, others support-like. But the more the separate disciplines can be
transparent and the more CRM provides unifying glue, the more appropriate
customer processes will become.
From a technology point of view there are two main consequences. On
the one hand, so-called CRM suites will diminish in importance because they
do not provide the unifying approach that is required. At this time, no single
software vendor can provide all the key CRM components. Nor will any ven-
dor be able to. In large companies, in particular, legacy data are critical. As we
move forward, the provision of just-in-time applications or information will
cause monolithic and internalized CRM strategies to be torn down. CRM
intermediaries~process outsourcers~will grow in importance. Relationship
aggregators will also be born~channels to market that know how to develop
strong, lasting customer relationships.
The unifying glue will increasingly be provided through the Web services
model, although traditional operational systems will continue to play a key
role in a manner that only the Web services model can allow. In Chapter 4, an
argument is put forward for this. Integration is the new mantra. Integration is
the unifying glue. Increasingly, hard-coded applications will be replaced by
unifying CRM connectivity. From a technology perspective, XML and other
open connectivity architectures and toolkits will grow in importance in the