Maybe I’m just getting older, but things seem to have changed pretty rapidly in the CRM world this year. Improvements to customer service technologies come thick and fast, and the next ‘next big thing’ is only ever just around the corner. However, when we are out and about speaking to companies at the front line, time and again we hear that while they understand the importance of providing an integrated customer experience across multiple channels, many just do not have the systems in place to be able to do so.
Many businesses are dealing with multiple legacy systems and structures which make it difficult to deliver the kind of multichannel, integrated experience that today’s customers demand. In other words, getting the basics right is still proving to be problematic, and without the basics, achieving fully integrated customer-oriented offerings is easier said than done.