Bridging the worlds of PLM and CRM

July 9, 2007

I believe in the future you will see more and more software solutions bridging Customer Relationship Management (CRM) and Product Lifecycle Management (PLM/ALM/SLM).

Your customers will be involved more in your product requirements planning/prioritization/feedback process, and you will be collaborating more with your customers and listening more to them. Well, that is if you want to give your customers what they want, be competitive, and stay in business :). This aligns really well with the “agile” product management model (short release cycle and frequent customer feedback), which there is so much hype about already.

Today’s CRM is very one-sided – just your view of the customers (log of calls, contact information, sales forecasts). But you also need to know their view of you. Companies like SATMetrix and IdeaScope preach about that 2nd side of the relation with your customer trying to create a new market for themselves. They call it Customer Experience Management (CEM).

To get that precious feedback, guidance, and loyalty from your customers you need to give them something first, right? That something is your product, your enhancements that are relevant to customers needs, your services that are relevant to their goals. So the way I see it is that your product as a focal point of your business really requires all those pieces working together: CRM, CEM, PLM.

So you will probably see CRM, CEM, PLM solutions integrating more with each other or overlapping more in terms of their own functionality. You already see CRM trying to provide project management capabilities, or PLM trying to provide customer support capabilities, or CEM trying to do product requirements management. Here is a good example where things are going exactly the way I expected:


6 Responses to “Bridging the worlds of PLM and CRM”

  1. […] November 26, 2007  Yoxel v1.18 is available for download with a significant extension to YOXEL SLS (for sales) suite: License Management System. You may ask, “Why YOXEL SLS?” – when the focus of the project is agile product management. The reason is that our active users encourage us more and more to link into CRM world and as I wrote before this seems to make alot of sense: Bridging the worlds of PLM and CRM […]

  2. […] So here we go again: Bridging the worlds of PLM and CRM […]

  3. […] Once again, Bridging the worlds of PLM and CRM  seems to be creating value and helping you build better products. […]

  4. […] Bridging the worlds of PLM and CRM « One Yoxel (tags: crm projectmanagement productmanagement PLM) […]

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