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
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CRM 1.0 Features/Functions |
CRM 2.0 Features/Functions |
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Definition: CRM is a philosophy & a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment
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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 |
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Tactical and operational: Customer strategy is part of corporate strategy |
Strategic: Customer strategy IS corporate strategy | |
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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 |
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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 |
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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 |
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Business focus on products and services that satisfy customers |
Business focus on environments & experiences that engage customer | |
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Customer facing features - sales, marketing & support.
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Customer facing both features and the people who's in charge of developing and delivering those features |
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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
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Intellectual Property protected with all legal might available |
Intellectual property created and owned together with the customer, partner, supplier, problem solver
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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 |
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Resided in a customer-focused business ecosystem |
Resides in a customer ecosystem
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Technology focused around operational aspects of sales, marketing, support |
Technology focused on both the operational and social aspects of the interaction |
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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 |
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| 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) | |