With companies aggressively pursuing greater speed, simplicity and scale in every aspect of their operations, analytics and cloud solutions are increasingly being used to remove roadblocks and foster growth.
One of the most persistent, costly problems companies have is managing their customer relationships. The larger a company gets, the more challenging the problem becomes as new customer segments, new products, new services and new support needs proliferate. Initial attempts to create enterprise-wide Customer Relationship Management (CRM) systems required customization, intensive spending with professional services, and an annual maintenance fee of 20% or more just to keep the system running. These early CRM systems acted as a barrier instead of a bridge, blocking and slowing down customer responsiveness.
Clouds’ Contributions Begin By Improving Customer Relationships
Customer relationships were the perfect problem for Software-as-a-Service (SaaS) apps and cloud computing platforms to take on. SaaS applications excelled at the areas where on-premise CRM systems were weakest. These areas included enabling greater flexibility in defining the user experience to the screen and workflow level, faster deployment times, and continual application updates often bundled into the cost of the subscription. The evolution of how companies managed their customer relationship problems and attained their goals is a microcosm of how cloud applications wedged into companies fast.