The way customers interact with your business has changed. Social networking and smartphone popularity allows you the ability to connect with consumers more often, and more importantly, to personalize and contextualize the messages you send to them more effectively. However, you need the right structures and procedures in place in order to do so.
Although operational CRM remains substantial, the emphasis has changed today. It's now about generating income, from acquisition to advocacy, by better serving and helping clients on their path. As a result, companies are exploring new, omni-channel CRM technologies of the next generation that help them to evolve and differentiate where it matters most for customers.