Richard Knudson: What if they took the “C” out of CRM?
Three people pinged me this morning about this stellar blog called Richard Knudson’s Dynamics CRM Trick Bag.
“I’ve had a few recent customer conversations where the “C” part of CRM got in the way of the conversation. They were interested in developing a custom application that I knew would be a great fit for Dynamics CRM, but it wasn’t going to use much if any of the baseline feature-set of the product (sales, marketing, customer service). If you aren’t familiar with the platform, I can imagine it’s a little hard to think about an application built in Dynamics CRM that has nothing to do with its core features! But that’s really what the XRM concept comes down to: you can use the platform to develop any application, whether it has anything to do with “customers” or not.
The exchange I had with John was an extension of these XRM lines of thought: what would a real XRM platform look like? It won’t be too long before companies who aren’t using any of the built-in functionality start wondering why they’re paying for it. I’d be surprised if Microsoft hasn’t been approached already on the topic.”