Unless companies take an analytical approach regarding present – and future – developments, they’re in danger of "squandering" their significant investment in customer relationship management. "CRM efforts must span business units, partners, suppliers, channels and back-office linkages or else significant investments are squandered," Aaron Zornes, Meta Group executive vice president and director of application delivery strategies, told session attendees June 20 at DCI’s Data Warehousing Conference & Exposition in Boston. Zornes, who titled his presentation "Analytical CRM Transforming While Performing," says companies need to "future proof" CRM by anchoring CRM chains with a chief customer officer, structuring CRM transformation into ongoing program management and prioritizing options for investments and resource allocations. "Treat CRM technology projects as part of a broader business system," he says. To prioritize and balance CRM investments, Zornes believes companies should:

"Failure to allocate and manage CRM investments across technology severely limits customer and business value," he says.

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