This page is modeled to simply compare "classic CRM" (not Coke) and "Contemporary CRM" features and functions.  Those CRM classic features that are no longer necessary don't have to have a direct comparison next to them. Those that are upgraded versions of like features should have the comparative differences and those that are new to CRM 2.0 should be on the right column with nothing on the opposite one. I'll start by populating it later this weekend (1/7/07). Feel free to make changes etc. 

 

CRM 1.0 v. CRM 2.0: A Comparative Table

 

 

 CRM 1.0 Features/Functions

 CRM 2.0 Features/Functions
   
Customer facing features - sales, marketing & support. Still isolated from back office, supply chain Fully integrated into an enterprise value chain that includes the customer as part of it
 Tools are associated with automating functions Integrates social media tools into apps/services: blogs, wikis, podcasts, social networking tools, user communities 
  Automate interaction history for lead nurturing and relationship building
  Utilize knowledge in context to create meaningful conversations 
Models customer processes from the company point of view  Models company processes from the customer point of view

 
  Recognizes that the customer relationship encompasses information-seeking and information-contributing behavior

 
Resided in a customer-focused corporate business ecosystem

 

 Resides in a customer ecosystem

 
Utilitarian, functional, operational

 

 All those plus style and design matter

 
Marketing focused on processes that sent improved, targeted, highly specific corporate messages to customer Marketing is front line for creating conversation with customer - engaging customer in activity and discussion - observing and re-directing conversations among customers

 
Business produces products & creates services for customer Business is an aggregator of experiences, products, services, tools and knowledge for the customer

 
Intellectual Property protected with all legal might available Intellectual property created and owned together with the customer, partner, supplier, problem solver

 
 Business focus on products and services that satisfy customers  Business focus on environments & experiences that engage customer
 Tactical and operational  Strategic
 Customer strategy is part of corporate strategy  Customer strategy IS corporate strategy
 Innovation from the designated  Innovation from both internal and external sources
 Focus on Company <> Customer Relationship  Focus on all iterations of the relationships (among company, partner(s), customer(s)) and specifically on identifying, engaging and enabling the "influential" nodes
 Company manages the relationship with the customer The customer collaborates with the company
 Technology focused around operational aspects of sales, marketing, support Technology focused on both the operational and the social/collaborative and integrates the customer into the entire enterprise value chain
Relationship between the company and the customer was seen as enterprise managing customer - parent to child to a large extent Relationship between the company and the customer must be peer to peer (C2P or P2C so to speak) and yet the company must still be an enterprise in all other aspects. 
 Definition is: CRM is a philosophy & a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment  Definition is: CRM 2.0 is a philosophy & a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.  It's the company's response to the customer's ownership of the conversation.
 Insights and effectiveness were optimally achieved by the single view of the customer (data) across all channels by those who needed to know. Based on "complete" customer record and data integration  Insights are a considerably more dynamic issue and are based on 1. customer data with single view being important; 2. customer profiles and the social characteristics associated with them 3. customer participation in the activity acquisition of those insights
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   
 


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