Customer Relationship Management, or CRM, has traditionally been used as a glorified and expensive contact management system by outside sales to log call reports. Itís time to expand that view of CRM, and think of it instead as a system for sharing and leveraging knowledge across the entire organization.
CEOs want several things from todayís transformational CIOs, including superior communication, collaboration and risk mitigation skills, say executive recruiters. But a longer-term question looms: What becomes of the CIO?
At the most basic level, any company can begin a structured process of learning about its customersí emotional motivators and conducting experiments to leverage them, later scaling up from there. At the other end of the spectrum, firms can invest in deep research and big data analytics or engage consultancies with specific expertise.