CRM for an enterprise is shifting from a view of “systems of transaction” into “systems of engagement.” This means organizations are looking to put themselves into their customers’ shoes, so to speak, and manage the entire customer lifecycle in a more holistic manner. This means sales, marketing, customer service, and other customer-facing departments need to have the right tools, data access, etc. to be on the same page when it comes to identifying the customer across this lifecycle.
This evolution of CRM, of course, means both an expansion and alteration of the technical aspects of CRM. But also, it means managing the behavioral and cultural change involved with moving from historically transactional CRM models into a true culture of engagement.
Furthermore, CRM systems are emerging as a critical tool for creating a unified view of the customer. For example, CRM data plays an important role as a source of insight as marketers look to leverage what they know about customers for data-driven advertising. But the process for purchasing, implementing, and maintaining a CRM system isn't perfect.