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Case Study: Salesforce.com and BakBone Software, Inc.
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CRM enters maturity as customer experience custodian
CRM has a long lineage in enterprise software, starting with salesforce automation in the 1990s, Siebel being a big player back in the mists of time. These days, engaging with customers through every conceivable channel, and doing so by way of the cloud are the novelties of CRM.
These are also closely related to: "Case Study: Salesforce.com and BakBone Software, Inc."
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CW Europe – March 2018
In this issue of CW Europe, we look at a company that is disrupting the catering sector by using the latest IT. Lemoncat chose Berlin for its headquarters because it felt the city offers the right environment for tech workers to live and work. For example, rents are not astronomical, and there are lots of good universities as well as an international community.
Lemoncat wants to do in the business sector what the likes of Deliveroo, Delivery Hero and Just Eat have done in the consumer market. Read an interview with the company’s founder about why she chose Berlin and how she is using technologies such as Amazon cloud and Salesforce.com to make big strides into the business catering sector.
Meanwhile, in Moscow the government is trying to take advantage of the city’s high penetration of broadband and mobile internet to become an even better smart city after its own investigations found it was already better than it had thought compared with other European cities.
Read an interview with the head of a division of the city’s IT department for an update on the progress the Russian capital is making on its smart city journey. According to international consultancies such as KPMG and PwC, Moscow is already one of the world’s top 10 smart cities.
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CRM Evolves Towards Digital Customer Engagement
CRM has been a mainstay of enterprise software since the heyday of Siebel in the 1990s, starting with salesforce automation.
More recently, customer relationship management has evolved towards engaging with customers through every channel, with digital to the fore. And, as with every other area of business IT, artificial intelligence/machine learning is coming into play. SAP Hybris and Salesforce’s Einstein are, for example, among the technologies available to CIOs looking to develop modern customer engagement capabilities.
Cognitive computing, closely associated with IBM, is emerging as a means of getting closer to customers. Luxury fashion e-commerce retailer Net-a-Porter is one outfit that is exploring such artificial intelligence in retail, and we feature here an interview with the CIO of the Yoox Net-a-Porter group.
CRM has also broadened scope beyond commercial companies managing relationships with their paying customers to, for example, healthcare and higher education, as the lead article in this e-guide displays.
Sports fans are another group of “customers” who, beyond ticket sales, would scarcely have been considered such a few decades ago.
CRM is evolving, both technically, and as a business discipline.
