SugarCRM co-founder and CMO had some great ideas expressed in his recent CMS wire byline. The article discusses how almost all industries are being disrupted, and how companies can attack disruption head-on by focusing on the customer.
After all, aren't customers the key to everything? Without customers, no matter how modern or digitized our business - the end result is failure.
A CRM system, one that is highly flexible and adapts to the speed of modern business, can be a huge asset in combating disruption. And at the end of the day, isn't it less about "disruption" and simply about aligning our business operations with the current state of reality?
A digest version of Clint's 4-step guide to battling disruption follows:
1. Transform Initiatives Align your business initiatives with customer needs. If a customer-first strategy is at the center of your business, it makes sense that your CRM must follow suit. 2. Transform Individuals Put the power in your employees' hands. Your CRM platform must be designed with the individual employee and the customer in mind. 3. Transform Interactions Orchestrate customer interactions across the customer journey. Doing so brings a customer focus to everything. 4. Transform Information Deliver insight with a single view of customer information. Thanks to smart phones, social media and the rise of the digital economy, today's customers are more informed. A modern CRM gathers and organizes information about the customer across all internal and external data sources.