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Now is the time for a fresh and disciplined, enterprise-wide strategic approach to get the best from CRM investments in an omnichannel context.


  • Enterprises must think differently about CRM by placing it firmly within the omnichannel context
  • Omnichannel exposes the limitations of CRM software, but CRM still has a central role to play.
  • When thinking strategically about omnichannel, enterprises must consider at least nine core attributes.

Features and Benefits

  • Explains how to gain real value from CRM by placing it within an omnichannel context.
  • Outlines the part that CRM can play in omnichannel customer engagement.

Key questions answered

  • What part does CRM play in omnichannel customer engagement?
  • How should enterprises approach CRM to gain maximum value from their investment?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for CRM vendors

Enterprises must think differently about CRM by placing it firmly within the omnichannel context

  • CRM promised much in the 1990s, but while the technology evolved, CRM as a business philosophy regressed
  • Then came customer experience management
  • And now Omnichannel has emerged

Omnichannel exposes the limitations of CRM software

  • The definition of CRM is key
  • The omnichannel landscape is broad and CRM applications are only part of the story

The nine core attributes of omnichannel

  • Thinking strategically about omnichannel
  • A customer orientation is essential for success
  • Omnichannel must be orchestrated
  • Integrated value chain or value network
  • Collaboration must go wide and deep
  • Rich and dynamic content management is an essential attribute
  • Embedded real-time predictive and prescriptive analytics
  • IoT and M2M should also be part of omnichannel strategic thinking
  • Continuous innovation is also necessary
  • Adaptive enterprise architecture

Enterprises must avoid the rush to CRM solutions

  • Omnichannel strategies will reduce the risk of compromising future customer relevance
  • The CEO must take charge


  • Methodology
  • Further reading
  • Author

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