While attending the destinationCRM show this week, I was able to find some spare time and sit in on a few of the sessions. In addition to speaking with attendees and guest speakers, it seemed two of the biggest overarching themes that emerged was mobile CRM and the influence of Web 2.0.
In mobility, the space is both exciting and innovative but incredibly frustrating. CRM mobility is growing, but not as fast due to the clash of cell phone manufacturers, carriers, and platform providers. The next generation of computing is taking the industry away from traditional thinking, and mobility is reflective of that. To work, the industry will have to continue to move beyond a subset of browsers to full personal computing. This is where Apple has begun to rewrite the rules of mobile when it comes to computing.
In addition, there was a lot made around Web 2.0, which despite its power, its still underestimated even today. Web 1.0 didn’t really provide viable economic models – most companies simply took what they already had and tried to sell it on the Web, with mixed results.
Moving forward, it seems the way to harness the evolving power of Web 2.0 is to understand the culture that is attached to it, and in the process, taking open source-like strategies to heart, as the Web culture is highly collaborative. Communities are commonplace in successful Web ventures and the free sharing of information and ideas leads to potential information overload. So for businesses looking to leverage Web 2.0 for their CRM initiatives, it’s important to adopt the technology not simply for the sake of having the latest and greatest, but to provide your sales force and consumers with a valuable marketplace of insightful and accurate ideas and feedback.
Finally, echoing Martin’s point from yesterday, it’s great to see the destinationCRM conference doing so well; attendance and the number of sponsoring vendors continues to rise. Not since the days of the DCI shows has the industry had such a great conference, which as our CEO stated, helps validate the wellness of the industry. Piggybacking it with SpeechTek is also great, as the two provide natural synergies between both industries, particularly in the context of the call center.