CRM in 2008: It's All About Managing the User Experience

Cost savings is a key driver for business decisions, but customer experience, content and collaboration have the potential to not only deliver greater organizational value but also put more control directly in the hands of customers.

By Allen Bonde

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5. Optimize—don't just automate.
As discussed in my prior columns, having a CRM optimization strategy that is truly multichannel and supports all of the "old" and "new" channels is a must. At the same time, despite the urge to focus on opportunities to automate as many interactions as possible via voice response, online support, kiosks, etc., we need to shift the focus of CRM discussions to how to best support every interaction—and optimize the user experience—whether that interaction takes place over the phone, online or in person.

Allen Bonde is senior vice president and CMO at eVergance, an independent subsidiary of KANA Software, which delivers strategic consulting services focused on next-generation CRM, online support and knowledge management.

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