Revolution gives way to evolution

Abstract: In this data-rich world, customer-centric information will be pushed out more and more to new channels such as wireless devices, to evolving functions such as supply chain management and warehousing, and to burgeoning platforms such as e-marketplaces. CRM will encompass new tools like voice-over Internet protocol and Web collaboration that will gain ground as more companies become comfortable with the technologies. And marketers will be able to create highly personalized messages in real-time through automated processes. Most companies now see CRM as an integral component of their ability to track customer interaction across various channels, from e-mails to call centers. But increasingly, many businesses are going one step further. They are relying on customer management tools to bring real-time intelligence to personalized marketing campaigns - allowing for product pitches to be created on the fly for specific users as they click around a Web site.