Email Interview with Guido Oswald
Name: Guido Oswald
Company/Title: Progress Software, Switzerland / Sr. Solution Engineer
Blog: http://crm2-0.blogspot.com
Website: http://GuidoOswald.de
Twitter: http://twitter.com/GuidoOswald
How did you get involved with CRM?
I joined Clarify in July 2000 (later taken over by Nortel Networks, then Amdocs) as PreSales in Munich. Until August 2008 I took part in all the ups and downs of the market, talked about all the buzz words and sold all the hype that it created. As part of my MBA studies I am currently writing my Master’s Thesis about CRM 2.0.
What’s the most powerful tactic or strategy for which CRM can be used?
The most powerful corporate strategy has CRM as a central and integral part. A well-crafted and executed CRM 2.0 strategy can be the differentiator and effectively align business and customers. This is especially important with the empowerment of consumers and the ‘always on’ mindset of the upcoming generations.
What’s the most common CRM mistake?
Looking for the ultimate CRM application. CRM is more about strategy than about technology! I just read stories about the Telstra NGOSS project where CRM is a big part of it. It is said to be $1 billion over budget while users and customers are completely unhappy. Having followed many CRM projects in my professional career – this is probably a world record.
What’s the biggest CRM trend on the horizon?
The most important change that CRM is going through is due to the effects of the social Web (Web 2.0). Technology has started a cultural revolution through the backdoor that has a similar impact as the invention of steam engines, airplanes or the television. Just because we are in the middle of it, we do not recognize its dimension.
Generation Y and the Millenials are already spending more time online than watching TV. New mobile devices and the Web 2.0 allow them to access and share all kinds of data and information instantly from everywhere in the world. They work differently and are already bringing this new way of collaboration into their working life (Enterprise 2.0 is the related buzzword here). They have completely different expectations of products and services and are actually willing to contribute to them as well. Companies need to adapt in order to accommodate these shifts in power. This will not be an easy endeavor and we will see inflexible corporations collapsing.
What job would you do if you weren’t a CRM expert?
Wasn’t there recently a job as a caretaker of an Island in the south Pacific? I would also like to work as a DJ again, if someone is willing to pay me comparable salary for that… 
Related Posts
with RSS Reader