Saturday, August 1, 2009

The CRM Mashup

From small to large, from the enterprise to the mid-size organization, from on-demand to on premises with consolidations aplenty, there's a sea change going on in CRM.

Enterprise mashups aim to bring business intelligence to desktops, with automated tools collecting and integrating selected Web data into a spreadsheet. Business Mashups LLC is conducting a "social CRM" experiment called Social Sales which reduces the need to leave a CRM app to gather information.

If mashups sound like the kind of Web 2.0 application best used for checking traffic jams on Google Maps, think again: Mashups within the enterprise environment are becoming common for functions such as integrating social-networking information into CRM Relevant Products/Services tools. And as they get easier to make, they'll continue to grow in popularity and usefulness.

Business Mashups LLC, which creates mashup environments for businesses, has taken some steps forward in bringing mature mashups into the corporation. In the coming week(s) we will release several mashup products that aim to bring business intelligence to desktops with little human intervention.

CRM Mashups

Customer-service management tools are also benefiting from mashups. Business Mashups LLC will provides open-source tools for rapid Web application development, in a "social CRM" experiment called Social Sales.

Today's CRM application users are tapping half a dozen other Web resources to populate their databases and get their jobs done. For example, when salespeople review trade-show leads, they may come across a familiar name. If more information about that person is not already in the CRM system, then someone needs to start researching on social-networking sites such as LinkedIn, Facebook and Twitter to find out more about that person, which provides greater social context about the sales lead.

Social Sales will drastically reduces the need to leave a CRM application to gather the required information. Thanks to rapidly deployed Ajax applications and mashup robots, companies can create powerful social CRM applications in a day or two.

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