The "R" stands for "Relationship" right? or with most CRM systems is it really "Recording" for Customer Recording System. Once we've capture all these client details and history how much does it really help us understand client relationships? Of course data on repeat buyers may infer a good relationship, but with who? When it gets down to it companies don't have relationships, people do. How much do CRM systems help us with who in the client orgnaisation has a good relationship with whom in your organisation. I suspect very little if not at all.
Imagine if your CRM system gave you this information as well as how your clients are related to each other. Knowing whom in your client base play "key opinion leader" roles can be a trigger for your viral marketing campaigns and improve the effectiveness of your sales activities. I've had a number of discussion in the past week which suggest that the above is what companies are really needing now....an ONA exercise which explores your marketplace. And what's more, the information on building such a relationship map is likely to be available from people in your very own organisation, if we are to believe the folks from SCIP (Society for Competitive Intelligence Professionals) ...see
http://www.scip.org/pdf/f_060608_stateofart_sum.pdf
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