This section talks about how technology is no more an enabler but the most important component for the success of CRM 2.0. I will add details on what we see emerging with leading clients from our experience in technology and Business consulting across sectors .

I see 3 emerging trends in the CRM application space . These trends are tied into the nature of business and size of CRM investments already made by business and a functiona of the size of enterprise. For the sake of discussion i am looking at 3 key segments - Fortune 1000 (Having large customer base both B2B and B2C), Fortune 1000 and above - medium size investments in CRM and SMB sector who has limited CRM investments .

Large Fortune 1000 organizations - with significant CRM investments - These firms have traditionally invested in package applications like the siebel, peoplesof , SAP's of the world and also host of applications supporting the sales, marketing and service component of the enterprise. The focus was on creating infrastructure to capture data and support transactions . The nest generation of enterprises invested heavily on the analystics to provide them the insights on customer trends .

These firms now are working on cross channel strategy and bringing a single view of customer across the enterprise. The various options include consolidation at application level , process or een data level . Given the size of investments alreayd made in the legacy CRM applications and not having seen significant returns and also emergence of SOA and webservices to leverage current investments , Portals have become a good option for some of these firms.

Specifically in large B2C where there are multitude of products and product catalogs and requires mapping customer to products/services , having single application is next to nightmare. with webservices a portal allows and enables a cross application view and hereby brings all communities of users like sales teams, customer service and product support including the customer tejmselves into a single rich interface which allows free flow of information and exchange thereby creating an impact on " Customer Experience"

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