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Expert prediction for CRM strategies in 2003

SearchCRM.com asked Arie Goldshlager about his predictions for CRM strategies in 2003...
My 2003 predictions are as follows:

1) Companies will initiate mostly CRM projects that can directly improve the performance of customer acquisition, customer management, customer care, or customer loyalty. CRM project directors will have to demonstrate the performance improvement potential of their candidate projects via a fact-based business case or proof-of-concept prototypes.

2) Companies will also focus on extracting more business value from past CRM technology investments by redeveloping elements of these systems to more closely connect with customer acquisition, customer management, customer care, and customer loyalty strategy and objectives.

3) Successful CRM systems will be developed considering both the company and the customer perspective. This balanced approach will consider the system's potential to improve not only the efficiency and effectiveness of key CRM processes (e.g., customer retention), but also the customer experience.

4) Successful CRM project directors will more aggressively include their prospective end users in the development process to ensure that their business requirements will be met by the systems.

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