Dear Readers,

We are excited to present CRM Transformation: Transforming Marketing, Sales and Service in the New CRM Ecosystem, published by Montgomery Research in association with Accenture’s Customer Relationship Management service line.

The accelerating pace of change in the world, whether fueled by globalization, commoditization or other factors, means that the needs and expectations of customers are shifting rapidly. Therefore it is no longer useful or relevant to view CRM in a piecemeal way, to simply bolt on the latest application or apply a new delivery model. Such shortsighted strategies are simply not sufficient to meet rising customer demands.

Consequently organizations must align themselves holistically and strategically around the customer or they will see their market share fall. Savvy companies today are benefiting by addressing marketing, sales and service challenges to not only meet their customers’ current needs but to anticipate what’s coming next. This typically leads to increased sales growth and higher customer loyalty.

That is the true power of transformational CRM.

We would like to thank the editorial panel and authors whose expertise and vision have been invaluable in building this project. As always, we encourage feedback. Please visit www.CRMproject.com for more content, more ideas and to continue the discussion.