An E-business Approach: Good-Bye, CRM Packages


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An interesting phenomenon is emerging in the way customers are approaching CRM implementation. The traditional package based approach of slapping a standard industry package like Siebel- Oracle , SAP , Chordiant , Salesforce etc., for managing CRM in enterprises is changing. Customers who have invested significantly in these packages have now realised that the flexibility and creativity for new solutions offered by these packages is limited and with the emergence of SOA and BPM into mainstream , application packages like these are now taking a back seat and new web services are built on the top of these applications to enable an organization to leverage a “eBusiness ” approach. The portal applications are now being front ended both at the customer facing operations like contact centers and also web portals for customers to directly interact with the organisation. This provides feature rich abilities and also agility to create new features and functions for managing a better customer relationship.

The impact of these are Organisations who have already invested significantly in these packages are no longer making effort to enhance features but focusing more on using BPM and Webservices to add functionality .. sounds similar like an ERP at the backend ..isnt it ?

An interesting phenomenon to watch ..

Chakradhar Gooty
Chakradhar Gooty leads Cognizant's CRM Consulting Practice, specializing in CRM strategy and road-mapping, scoping, vendor selection, solution architecting and change management. He manages a global team of consultants. Gooty has significant experience managing large cross-cultural teams and working with global firms.


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