1. In your experience, how have technology implementations changed the approach toward Customer Relationship Management in various enterprises?
Having been in the technology field for over 29 years, needless to say a lot has changed. Mobile devices are ubiquitous; cloud services are changing user expectations for availability and responsiveness; and the amount of information we collect and share has skyrocketed. Something else that has also changed is the amount of regulations and scrutiny around how data is stored and secured (Examples: GDPR in Europe, CCPA in California, HIPAA in the healthcare industry, and PCI in the payments industry).
What may sound like an obvious observation, though, is that we are living in a digital world, and our customers’ demands and expectations are increasingly requiring more interactive digital experiences. From a home building perspective, customers are eager to look at their future home, not necessarily in person or through online photography, but virtually through 3D renderings and virtual walkthroughs that are representative of the look, feel, and environment of the home. People are also changing to an on-demand or custom schedule shopping timeline, which means we need to provide several channels of communications including in-person, online chat, email, and chatbots so we can be responsive to their questions any time. We are increasingly becoming beholden to the always-on economy.
All of these interactions require platforms or systems considerations that are flexible and dynamic enough to meet the needs Importance of Customer Relationship Management Implementation By Drew Fredrick, Vice President, Home Building Technology, Clayton Homes across the spectrum. These tools need to provide the personal interactions consumers expect but also provide the ability to schedule appointments online, or offer everything online and never require a customer to speak with another person. From a technology perspective, this requires a keen focus on how software solutions integrate, what the integration points are, if they actually need to talk to other systems or if they can stand alone, how many systems you need, and if the costs are worth the potential benefits.
The mobility of our workforce has also added an additional dimension to technology considerations. With the popularity of mobile devices, mobile applications, and the always-on economy, technology divisions need to consider multiple use cases for how their users will access data. Along with a variety of screen sizes for phones, tablets, laptops, and desktop devices, technology teams also have to consider low or no-bandwidth scenarios (Can your applications store-and-forward or must they be connected in real-time to operate properly?) and how much data needs to be shared. Sending large files needs to be considered and planned out as well, when you consider architecture CAD drawings and renderings.