The report's findings come as a result of the work that some of the highest ranking Braun consultants have done with their Fortune 500 clients. Braun has identified these key points as methods for retaining the best customers and acquiring new ones, using fully executable technology and strategic thinking. According to Braun, the top CRM trends for the coming year are:
- In a down economy, highly successful companies will invest more in customers, not less
- Companies will compete for customer share, not market share
- CRM will evolve to CVM (customer value management)
- Companies will heighten their focus on data analysis and organization to avoid information roadblocks
- Companies will realize customer satisfaction doesn't translate to loyalty
- Companies will focus on "thoughtware," not software
- Companies will stitch their customer channels together
- Companies will embrace PRM (partner relationship management) as a means to maximize value to end-customers
- Companies will create CRM platforms and plug in best-of-breed applications
- Companies will shift to a long-term focus
- 2002 will be a year of implementation and follow-up
Chicago-based Braun Consulting takes best practices and past successes and combines them with strategic insights, industry-specific business expertise and advanced technology capabilities to build customized solutions that meet individual client needs.