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CRM 1 vs CRM 2: A Comparative Table

Page history last edited by Guido Oswald 15 years, 2 months ago

 This page is modeled to simply compare "classic CRM" (not Coke) and "Contemporary CRM" features and functions.  Those CRM classic features that are no longer necessary don't have to have a direct comparison next to them. Those that are upgraded versions of like features should have the comparative differences and those that are new to CRM 2.0 should be on the right column with nothing on the opposite one. I'll start by populating it later this weekend (1/7/07). Feel free to make changes etc. 


CRM 1.0 v. CRM 2.0: A Comparative Table



 CRM 1.0 Features/Functions

 CRM 2.0 Features/Functions

Definition: CRM is a philosophy & a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment


Definition: CRM 2.0 is a philosophy & a business strategy, supported by a system and a technology, designed to engage the customer in a collaborative interaction that provides mutually beneficial value in a trusted & transparent business environment 

Tactical and operational:

Customer strategy is part of corporate strategy
Strategic: Customer strategy IS corporate strategy

Relationship between the company and the customer was seen as enterprise managing customer - parent to child to a large extent


Relationship between the company and the customer are seen as a collaborative effort. And yet, the company must still be an enterprise in all other aspects

Focus on Company <> Customer Relationship


Focus on all iterations of the relationships (among company, business partners, customers) and specifically focus on identifying, engaging and enabling the "influential" nodes

The company seeks to lead and shape customer opinions about products, services, and the company-customer relationship.

The customer is seen as a partner from the beginning in the development and improvement of products, services, and the company-customer relationship

Business focus on products and services that satisfy customers

Business focus on environments & experiences that engage customer

Customer facing features - sales, marketing & support.


Customer facing both features and  the people who's in charge of developing and delivering those features 

Marketing focused on processes that sent improved, targeted, highly specific corporate messages to customer

Marketing focused on building relationship with customer - engaging customer in activity and discussion, observing and re-directing conversations and activities among customers


Intellectual Property protected with all legal might available

Intellectual property created and owned together with the customer, partner, supplier, problem solver


Insights and effectiveness were optimally achieved by the single view of the customer (data) across all channels by those who needed to know. Based on "complete" customer record and data integration

Insights are a considerably more dynamic issue and are based on 1) customer data 2) customer personal profiles on the web and the social characteristics associated with them 3) customer participation in the activity acquisition of those insights

Resided in a customer-focused business ecosystem

Resides in a customer ecosystem


Technology focused around operational aspects of sales, marketing, support

Technology focused on both the operational and social aspects of the interaction

Tools are associated with automating functions

Integrates social media tools into apps/services: blogs, wikis, podcasts, social networking tools, content sharing tools, user communities, tools are associated with communicating

Utilitarian, functional, operational style and design also matter
mostly uni-directional  always bi-directional 
Based on a toolset (software) Based on a strategy (corporate culture)


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