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Collaborative CRM: Myth or Reality?

Product Type: Market Research Report
Published by: Datamonitor
Published: January 2003
Product Code: R313-5292
Description
Introduction
Despite its usage by many large vendors, the terms Collaboration and Collaborative technology are relatively misunderstood in the market. In a recent survey, Datamonitor found that companies disagreed on what constitutes Collaborative technologies, and in particular in the area of CRM, where the term Collaborative CRM is largely meaningless.

Scope
This brief discusses the concept of collaboration and assesses the potential for the two most common collaborative CRM applications

This is a good primer on collaboration and highlights other Datamonitor reports and briefs on specific collaboration topics

Report Highlights
Dispels the myths surrounding the concept of Collaborative CRM. Looks at the case for the use of two applications to improve their processes: complex selling and assisted service. Finds that justifying spending is difficult and that these technologies are only likely to see adoption in the medium-term.

Reasons to Purchase
Datamonitor's houseview on a hot topic in the market (Collaborative CRM). A good general primer to collaboration with other documents referenced

Analyses two specific applications: complex selling (e.g. for cars) and assisted-service, esp. in financial services, not covered in other reports

Table of Contents

About Datamonitor

Action points

    Outline of the brief

    3 key things you need to know about collaboration and CRM

Justification
    Collaborative CRM as a term has largely disappeared, but collaboration is still relevant for CRM. Vendors should recognise this distinction.
      From CRM to xRM

      Collaborate, but with who?

    The fastest growing areas for collaboration related to CRM will be in complex selling and assisted service
      Complex selling

      Assisted service

      Why do customers want collaboration?

    Collaboration is not the next big thing. The best results come from implementations done in small steps.
      Who leads on collaboration projects?

Action points
    Outsourcers and hardware vendors will be the driving force for awareness

    Vendors should also provide value-added services in addition to the core technology

    APPENDIX

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