Getting the Right Jobs Done with CRM

What are consumers of CRM missing by focusing on the features presented by vendors over the past 20 years? What are the vendors missing by not finding new services to productize within their offerings? Are we seeking a 360 degree view of the customer on the correct plane, or would we be better served by focusing on 36 degrees from a different perspective.
CRM has been an execution tool for sales, marketing and service organizations for two decades or more. While it would be unfair to suggest there is no highly specialized technology developed for any of these areas, more often than not it is correct to suggest that the cool stuff (and there’s not much) is embedded into complex offerings with features that will never be used by a particular organization. Yet, they are paying for them.

So what features haven’t been baked into CRM yet? Let’s look at it from the capability standpoint. At one point in time people actually typed, “Xeroxed”, inserted into envelopes and mailed communications. I…