Gearing Up For Second-Wave CRM: 3 Principles for Building Foundation

By Scott Kostojohn and Mazen Ghalayini

3. Don't sacrifice strategy for a fad. Plenty of businesses get caught up in the latest customer trends. Social and mobile CRM integration is just one of those "shiny new objects" catching executives’ eyes. Any business trying to stay competitive may believe it needs to go to great lengths to acquire the latest tool or accessory in customer management technology. The wiser route? Be picky and spend plenty of time researching whether a new program will still provide value one year, three years or fives years down the line.