The 2.0 Effect
NEW YORK -- Decision-making is being pushed beyond the boundaries of business and into the hands of the customers--and Web 2.0 and social networking are responsible, according to Stan Davis, author, futurist, and management theorist, during his opening keynote at Day Two of the destinationCRM2007 Conference
Davis started by drawing a parallel between CRM's development, from the 1980s through today, to economies of lifecycle, and challenged conference attendees to plot their companies' CRM initiatives in one of four possible lifecycle stages:
- maturity; and
"Whether you're talking about the hunting-and-gathering economy, the industrial economy, or, now, the information economy, they all have lifecycles that will eventually end," Davis told the audience. "CRM is just one example within the information economy that's going through its lifecycle."
Most attendees placed themselves in either the growth or maturity stages--which Davis described as being innovative and productivity stages, respectively. With Stage 4, the aging stage, quickly approaching, Davis said that it's critical that CRM adapt to meet the evolving demands of what h called "an increasingly Web 2.0 world."
As an example, Davis referenced the cell phone, which, he noted, has already absorbed cameras, pagers, BlackBerrys, and certain PC functionality. "It's only a matter of time before mobile devices start to absorb the other common items we carry in our pockets, namely our keys and money," he said, suggesting that handheld devices may soon be able to scan a code from an item on a store shelf and provide a consumer with product information. "It's going to revolutionize the way businesses interact with consumers."
Continuing on the Web 2.0 theme, Davis suggested there are common dominators shared by what he considered where the top five Web 2.0-influencing Web sites:
- Wikipedia; and
These common dominators are starting to influence businesses, he noted. "For all these sites, you're talking about user-controlled content that is created using a bottom-up approach, as opposed to the top-down approach that is inherent with any CRM/business initiative." He also mentioned the employee-to-consumer ratio typical at Web 2.0 sites, noting that at MySpace the ratio stands at one employee for every 300 million customers.
"Is there any business model that currently exists in corporate America that could run their business on such a ratio?" he asked the attendees, before answering himself: "Not that I know of." Among other distinctions between CRM and Web 2.0, he said, CRM content is professionally created (and typically generalized) by companies, whereas amateurs create the majority of the content for Web 2.0 sites, where the content is also personalized. "CRM is going to have to learn to tailor itself to these Web 2.0 attributes," Davis said.
"The Web 2.0 world is all about 'me' and 'you,' " Davis said, in his conclusion. "If you want CRM to grow another 10 to 15 percent through the duration of the information economy we now live in, it's critical that companies provide their customers with a 24-hour, all-access, Internet-based connectivity that tailors itself to consumers' demand, and allows consumers to foster a community amongst themselves."
The destinationCRM2007 conference
concludes Wednesday evening; the co-located sister conference, SpeechTEK 2007
, continues through Thursday.
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The Tipping Point and
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