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It looks like we are fast headed toward another convergence of technologies. According to a recent report from ABI Research traditional map-production technologies are fast becoming obsolete.

The reason is the tremendous increase in the volume of map and navigation details that can be managed only with the help of digital-mapping services. This is leading to an integration between between mapping and location-based services. An example of the significance of mapping in the navigation and location value chain is the recent acquisition of NAVTEQ by Nokia.

The upshot of all this for CRM is that you can access user generated street level maps, travel direction, and local information for geo-targeting.

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GI Insight, an integrated marketing specialist, has found that an impressive 19% of top UK companies have demonstrated their keenness to implementing CRM by appointing a dedicated Head of CRM. Is that really a measure of commitment to a cause, in government undertakings such a move serves effectively to silence detractors and to show things are moving but this is the private sector that we talk about… so I guess the increase in dedicated CRM directors over the past two years only augurs well for CRM vendors.

Another question that pops into my head is that what has prompted the big companies to commit to CRM. Now am not saying that the GI Insight report is biased in any way but getting information on the state of preparedness, the manner in which these companies went about their preparation, their prime objectives for pushing for CRM and other such points would be of considerable interest and could throw light on what different industries perceive to be their strong points and weak points regarding CRM and their expectations from CRM.

Managing Director, Andy Wood explains why the research can be taken as an accurate measure of companies’ commitment to CRM thus “Since one-off CRM technology costs can be written off and ongoing senior people costs cannot, a company that puts CRM into the title of one of its senior managers is making a real statement of commitment to CRM. In many cases, measurable return on investment has to be proved before a company will appoint a Head of CRM into a senior directorial role (regardless of whether this is an internal promotion or external hire).”

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