I'd like to kick off the "Big Questions" page that contains a set of questions, some of which will hopefully turn into discussions, that would lead us to better definition of the vision for the next gen CRM

1. Should CRM be limited by Sales, Marketing and Support functions or will it merge with the ERP system?

   (Axel Schultze) I believe that in the next 2 years we will put CRM/ERP... into the category "Bureau Software" Software that was written for a specific user or functionality. To help sales and marketing related people to better deal with customers - all constituencies INCLUDING THE CUSTOMER HIMSELF should be part of the solution. And if so is "management" the right term? Isn't it more a customer interaction model (CIM)? I vote neither CRM nor the morphing with ERP is the way to go into the CRM 2.0 future but a networking and interaction approach.  

    

    

   Many companies talk about end-to-end customer processes, which include both front- and back-end processes. I believe that executives must think that way when implementing systems and processes (e.g. if I improve my sales, can shipping keep up). But I think that integration will be the glue for a long time to come because although these systems need to "talk," there are many detailed functionalities in each area that may be best left to hone in on their key processes.

    

2.  

   Is it going to go the way of vertical integration with comprehensive solutions responding to highly segmented industry needs or will it go sideways with CRM becoming the database with a middleware layers and bunch of other companies (contributors) adding the logic? Maybe both?

    

3. Have we reached the “dominant design” stage in the CRM?   What would the dominant design look like?

    

   (Axel Schultze) With 3% market coverage (if at all) we are light years away from a dominant design stage. We are today where Rudalph Diesel was before Henry Ford invented the conveyor belt.

    

   Integration with PIM systems (personal information managers) seems to be key for adoption.  Will CRM replace existing PIMs (read Microsoft Outlook) or will the interfaces become standardized enough to plug in easily? (Axel Schultze) Should that be on the "Big Question List"? 

4.  

this may be a key for adoption on the sales side. I've certainly heard from vendors that it's helping among their customers. on the internal customer service side its not as relevant (field service is a different animal).

5. (AS) Will the networked, collaborating and 'always on' world push CRM to the side in a way that people use entirely different and very personal tools to track their sales and simply 'allow' company management to keep track on progress and reports? Will new online tools and services replace CRM with networked nodes of contact and progress tracker and company independent hubs coordinate the customer interaction model in a way that customers, alliances, partners, VARs, dealers, brokers, consultants and others jointly work on the best of bread solution for a customer?   

Dan Itkis.

(Axel Schultze) I trust it will go "simplicity is king". Parts of CIM may be even seen as a Google gadget. We need to keep in mind that about 97% of ALL registered US businesses use spreadsheets to track their customers. Only 3% use CRM - because it is too complex, too expensive.