Published: 27 June 2022
Poorly architectured or even disconnected CRM applications have led to disjointed, disconnected digital customer experiences. Application leaders need to architect a customer technology platform to deliver efficient operations and reduce customer issues during interactions.
Years of implementing CRM applications to automate siloed processes, coupled with vendors’ messaging of applications interoperability, has led to disconnected customer experiences.
Digitalization of the customer experience (CX) has exposed internal process gaps externally to customers, leading to their dissatisfaction.
Lack of use of enterprise reference architecture has created disparate, incongruous and incompatible customer-facing systems and processes, leading to customer dissatisfaction.
As part of your CRM strategy and customer experience efforts:
Develop a current-state technology reference model (TRM) to determine customer-facing process gaps and shortcomings, which will guide the selection, upgrades and integration of your CRM application portfolio.
Use the outside-in approach of
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Analysts:
Gene Alvarez, Irina Guseva, Jason Wong, John Field, Varun Agarwal
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