The world of sales, as we discussed last week, is adapting to the new breed of customer. Salespeople are using Web 2.0 tools to communicate with customers and prospects. These tools offer rapid and easy adoption, and are powerful in forming and holding groups together around particular themes and interests.
Beyond these advantages, the tools also are founded on dynamics of user feedback, review, and approval, which makes for platforms grounded in metrics of trust and authenticity. These two qualities have long played a role in sales and indeed all business – in fact salespeople are on working terms with them both – but rarely before have they become part of the measurement system upon which an infrastructure depends.
As systems and software evolve to accommodate the new dynamics of the markets, in the “Experience Economy”, CRM 2.0 attempts to carry the flame. Denis Pombriant suggests that CRM alone, purely as a technical construct, is unable to do this.
”...it is not immediately clear whether CRM per se is the vehicle for authenticity and in fact the over rendering of reality by sales, service and marketing may automatically disqualify CRM from taking center stage in the new derby.
“Authenticity is all about walking the walk. Businesses using CRM or at least CRM 1.0 have been very much about talking the talk and it may be left for a new and relatively un-sexy software discipline – GRC - or its off shoots, to deliver the verisimilitude that Pine and Gilmore think is missing.
“If you are unfamiliar with GRC it stands for governance, risk and compliance and it feels like the business equivalent of eating your spinach. However, at its nittiest and grittiest, GRC is about proving that you walk the walk, and having the records and standards that support you. GRC won’t supplant CRM, it will support and enhance it, I think. It will take another five to ten years to get it all right and it will fuel many software vendors’ development plans for quite a while.” – Kick it up a notch
Getting it all right is everybody’s development plan, and only some will succeed. The pressures from the customers for authenticity are amplified by the salesforce demand for convenience and efficiency, and all of this comes down to the development bench.
It’s a good time for agility, which as we’ve mentioned, is everywhere.