Significant value is yet to be realized across most CRM deployments, according to Nucleus Research.

No surprise in that statement. So, what should we do about this sad state of affairs, afflicting most, if not all CRM platforms?

Nucleus says value-creating efforts must be focused around integration, extension and collaboration:

  • Integration – integrate front and back office, desktop applications, and social business applications.
  • Extension – deploy content and collaboration tools to replace multiple content repositories.
  • Collaboration – add social collaboration to CRM.

Nucleus Research - Return on Investment from CRMThere is no doubt integrating data sources and leveraging social collaboration tools will generate superior value from your CRM platform.

Yet conservative corporate cultures all too often get in the way. Integrations, for example, are seen as hard work, especially if standalone legacy solutions are more or less functioning regardless of the amount of manual effort that may be required to maintain them and extract value.

So, prioritize and get started, if you haven’t already on rounding up your disparate data sources and start trialing collaboration tools such as SFDC’s Chatter and Microsoft’s Yammer.

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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