Global CRM Trend 2005

Peter Kitson

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The Collaborative Enterprise Value Chain

What was formerly the supply chain, the back office and the customer-facing front office are now becoming a single value chain that extends beyond even a solo company. Each customer demands an experience that says "you need to know enough about me to satisfy my desire" and that " you also need to know what kind of value I can give to you in return." No longer is the individual customer satisfied by an individual company. It takes collaboration with multiple other companies. For example, Amazon is collaborating with Federal Express and the United States Post Office in the U.S. to deliver its packages. It also collaborates with the publishers of the books and the suppliers of the inventories of the goods that it keeps at distribution warehouses and that it gets directly from the suppliers. To do this isn\'t just a matter of shipping, but of extended and integrated systems across the entire value chain. For example, if there is a problem with my order that should have arrived via FedEx, I can go online and track it through Amazon. I don\'t have to go to the FedEx site. If the problem continues, I can speak with an Amazon customer representative who will check with the supplier about a replacement which he or she can see is available because it comes up on the service representative\'s screen which shows the supplier\'s available and on order inventory. But what makes this so much part of CRM is that delivery and logistics and inventory management have become customer issues not back office transactions. Everything is a customer issue that demands results from a collaborative enterprise value chain. CRM\'s future is built on this premise. So with this foundation, what do we see?