I was watching a PBS NOVA show “Kings of Camouflage” about cuttlefish, a close relative of the octopus and squid (yes, everyone has strange ways to relax…), and was struck by the creature’s intelligence and how that intellect had evolved. Being at the top of a family that includes clams and other mollusks would not seem to indicate a source of intelligence (well, given some people I’ve spoken to…), but natural selection has driven the development of intelligence and cutting-edge camouflage to blend with its environment and evade predators. It seems cuttlefish are a great packet of pure protein and at the top of the list for just about every other sea creature from fish to dolphins. This has been the imperative for it to be smart and a chameleon.
At this point you are wondering what does all of this “Wild Kingdom” digression have to do with CRM? Actually, from an analogous point of view, a great deal. If we view the Web and all of its manifestations as the sea and a corporation as the cuttlefish, with CRM as part of its brain and nervous system, the evolutionary comparison is a compelling analogue. In early life, the organism looked inward to its development to organize its cellular organization; however, it quickly had to shift its view externally to survive the environment.
The issue is the same, CRM organizes a company’s sales, marketing, and customer efforts with respect to itself. The Web with search engines, social media, mobile devices, etc. is always on, like the sea. Predators abound in this sea; a consumer with a bad experience, an advocacy group with contributions and grants on the line, government regulators with promotions or political office in mind, competitors looking to take your share and territory, employees, prospective employees, vendors, the list is endless. All of this information needs to be linked and correlated in one place with all of the corporate communications, sales, and marketing resources to ensure a fast and consistent response with tracking and reporting. I believe the best place to evolve that functionality within corporate IT infrastructure is to extend CRM’s nervous system outward.
Unlike IT, natural section rarely evolves competing “smoke stack” organs, it cannot afford to or the organism will be lunch. The rate of change of technology, the Web, and societal change will not allow IT the luxury to create vertical smoke stacks and then consolidate them later. Evolution will have to occur now, in realtime, ready for mobile. CRM would seem to be the best candidate as a starting point.
I intend to add further installments extending both the analogy and the proposed architecture. So kick back, get an order of calamari, and watch the show (PBS NOVA show “Kings of Camouflage,” too).