http://www.column2.com/2008/02/fastforward-using-search-to-achieve-a-complete-customer-view/ BPM, Enterprise 2.0 and technology trends in business. Fri, 05 Dec 2008 13:11:17 +0000 http://wordpress.org/?v=2.6.2 http://www.column2.com/2008/02/fastforward-using-search-to-achieve-a-complete-customer-view/#comment-7383 Sandy Kemsley Mon, 25 Feb 2008 14:07:16 +0000 http://www.column2.com/2008/02/fastforward-using-search-to-achieve-a-complete-customer-view/#comment-7383 I'm not sure that I understand why you would characterize this as a change management issue. The difficulty in many cases is that the technology is only geared to displaying structured data (e.g., within a CRM system), and there are many unstructured data sources about a customer within any company. Search technology such as was applied in this case study can locate and present the unstructured data as if it were structured data, which is in many cases the format required for a user's needs. I’m not sure that I understand why you would characterize this as a change management issue. The difficulty in many cases is that the technology is only geared to displaying structured data (e.g., within a CRM system), and there are many unstructured data sources about a customer within any company. Search technology such as was applied in this case study can locate and present the unstructured data as if it were structured data, which is in many cases the format required for a user’s needs.

]]> http://www.column2.com/2008/02/fastforward-using-search-to-achieve-a-complete-customer-view/#comment-7336 Gregory Yankelovich Thu, 21 Feb 2008 21:54:11 +0000 http://www.column2.com/2008/02/fastforward-using-search-to-achieve-a-complete-customer-view/#comment-7336 This appears to be an attempt to deal with perennial adoption problem - people like to communicate using unformalized data supported by email and wiki technologies, while CRM applications need normalized data to process into meaningful information to support business process. The root of this problem is the desire to gain great value of 360-degree visibility at a minimum of user keystrokes, which in my opinion is not a technological issue, but a change management one. This appears to be an attempt to deal with perennial adoption problem - people like to communicate using unformalized data supported by email and wiki technologies, while CRM applications need normalized data to process into meaningful information to support business process. The root of this problem is the desire to gain great value of 360-degree visibility at a minimum of user keystrokes, which in my opinion is not a technological issue, but a change management one.

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