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CRM’s future may involve predicting it

by Scott Wallask

June 2, 2010

By Scott Wallask, Insider Learning Network, www.twitter.com/sapcrm_observer

There are so many attention-grabbing articles and blog posts on the web these days about how CRM strategies are kicking into the next gear. I’m not sure if it’s the improving economy, new technology, or other factors behind the shift, but regardless, it’s an exciting time to be involved with SAP CRM issues.

Harish Kotadia, PhD, a social CRM and analytics consultant, wrote a piece that dissected the current evolution of CRM into four parts:

I hadn’t thought much about predictive analytics. In April, Forbes.com explained that predictive analytics is a method to derive data and then use that information to predict what will happen next, such as with customer behavior.

Or, as Kotadia puts it, “When combined with real-time social network data feed, [predictive analytics] is the killer app for next gen CRM system.”

“Next generation CRM” sounds like a phrase we’ll be hearing a lot more of.

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