October 21, 2013
I predict that the customer-centric era will bring the disappearance of CRM. Does that sound crazy? If so, let me clarify, so as to not confuse “disappearance” with “demise.” Far from becoming extinct, CRM will become so ubiquitous that it is no longer discerned by most as a stand-alone function. CRM will support everything, and everything will support CRM.
In Star Wars, Obi-Wan Kenobi warns Darth Vader that striking him down will make him “more powerful than you can possibly imagine.” As Darth slashes through Obi-Wan with his lightsaber, he vanishes, merging with The Force to become part of the universal fabric. Likewise, CRM, which started as a distinct platform, is now a core business function, and will soon transform into something that’s infused organization-wide with every single aspect of business.
As companies become increasingly customer-focused CRM will become so fully integrated into every employee’s work as to no longer be something that even consciously registers with most as a specific function. By “disappearing”, it will become more powerful in terms of driving business than most can imagine, binding the organization’s people, processes and technologies together, enabling it to anticipate and exceed customer expectations.
