CRM is not itself a technology - it's a discipline enabled by a technology. But the ideas are so completely enmeshed with technology today that it's almost impossible to talk CRM without lapsing into jargon.
That's led to the abduction, abuse and expropriation of technical terms, which often results in confusion over what they actually mean. Just look at how terms like "the cloud," "customer experience" and "social CRM" have been loosely handled.
At this stage, the definitions of these terms are cloudy at best, and that can only hamper the understanding of these important concepts in the minds of the business leaders who could benefit from them the most.
Another term is currently being loaded into the barrel: "customer engagement." You'll see it attached to a swath of new products in the next 18 months. Some of the applications will be accurate, while others will be inappropriate and misleading.
Read the full article on E-CommerceTimes.com.
