The turn of the year is a great time for predictions but this is one which caught MemCom’s eye.
Customer Relationship Management (CRM) and Content Management Systems (CMS) have long been central pieces in the digital marketing toolkit; however the lines between these two systems will continue to blur in 2012.
More and more, marketers want to set content and interaction experiences based on customer interaction, so CMS vendors continue to add CRM features, while CRM systems add more web publishing features. In the long run, we think integration is more promising than convergence; in the meantime, expect some messy collisions. (Source: The Real Story Group)
This is interesting comment given the challenge which some leading professional bodies pose to CRM suppliers to have a decent CRM system, which is behaviour based, so that members behaviour can be anticipated e.g. is there a pattern to when members are likely to lapse their membership, so that they can be communicated with before this happens, rather than afterwards.
What are your CRM and CMS thoughts?
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