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As security and compliance become more critical facets of business operations, they are having a greater effect on customer relationship management.
In this podcast, Denis Pombriant, president of Beagle Research Group LLC, shares his more controversial, left-field predictions for the CRM landscape in 2014.
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"One of the next big things we [will] need to consider is governance. ... It's going to be very important to anyone who professes to have a software development platform." While governance, risk and compliance (GRC) isn't new, Pombriant suggested that GRC is about to become a major CRM theme.
Pombriant also discussed the role of marketing in CRM and his predictions for its role in the industry. Next year "might be a year of catch-up for the customer," he said. In 2013, CRM marketing developed, and now it's time for users to adopt these technologies and use them.
Pombriant also predicted that community as a component of social media will blossom in 2014 "Community is going to become the next CRM," Pombriant said. "If you look at the social wave that's been going on for the better part of a decade now, I think community is the next phase of that."
Check out this podcast to learn more about these and Pombriant's other predictions.