So good to see the the Analyst companies are really starting to recognise that wrapping a thin veneer of CRM (Customer Record Management) software is not the way to drive industry specific Customer Engagement.

True customer centricity needs an Agile ability to deliver end-to-end customer lifecycle management based on life events which is:

  • Convenient
  • Transparent
  • Flexibile
  • Easy to use
  • Relevant

and that needs more than a simple customer record system over the top of your legacy estate.

Well done Ovum for identifying these six criteria and recogising that being customer centric is not a straight forward thing to do.