CRM 2.0

It is interesting to read about the developments within Oracle’s new on-demand customer relationship management offering which is being discussed in various places. What is striking is how the familiar Web 2.0 approaches are coming to enterprise applications: mashups between various data sources, extensive data mining, sharing and commentary.
Here is Phil Wainewright:

Attendees at SIIA’s OnDemand Summit on Friday were given a sneak preview of some of the new applications being unveiled tomorrow at the Oracle OpenWorld conference. Let me tell you frankly, I was seriously impressed. Oracle has evidently done some hard thinking about how Web 2.0 technologies and ideas can be adapted to practical enterprise use. The next time a C-level executive asks you how Web 2.0 affects the enterprise, you’ll be able to point to Oracle’s new CRM OnDemand applications. They are a powerful demonstration of how Web 2.0 can be applied in an enterprise environment. [» Oracle goes for the CRM jugular | Software as Services |]

He goes on to provide some details – and it is worth reading them. There is also some commentary from his ZDNet colleagues. Library user expectations are being shaped by major network services on the web. It looks as if expectations for backoffice systems will begin to be raised as well.

2 thoughts on “CRM 2.0”

  1. I guess you have to believe that Web 3.0 might develop around existing organisations (and their internal libraries). Personally, it sounds like a pipe dream.
    I’m more inclined to believe that the Web is developing around what today we call “social network” hubs, and this includes aggregations of an org’s script readers’ responses to questions from outsiders (customers).
    Of course the only way an org might prove this (to their management) is to put a Questionpoint on the front of their corporate home page(s) and implement a merge function.
    If only there were a (non language dependent) classification method by which FAQ might be aggregated on a ‘global’ basis, so an interested party might be directed to their peers.

  2. In general I think this is the wave of the future for CRM and several other backoffice systems as well. Web 2.0 funcitonality provides a bottom-up approach that meshes nicely with relationship management, sales, and leveraging relatinoships in general. In addition to Oracle another great site that is doing this at the moment is, which provides great free contact management with a business network and other free services such as free teleconferencing.

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