In 2008, Razorfish explored The Future of Retail for JCPenney. We noted the increasing complexity and sophistication of the global marketplace, and that retailers who have embraced change—leveraging the power of new technologies and media spaces, while putting the customer’s needs, wants, and desires at the center of the experience—have flourished.
For 2010 and beyond, we have updated and broadened this study to provide our point of view on The Future of CRM in general. It is our belief that this discipline offers brands of all kinds the most comprehensive way to thrive in a chaotic marketplace, to take advantage of new technologies, and to leap on important trends and ride them at their crest. CRM is also the master key to picking out high value customers—the ones with influence as well as loyalty—and engaging with them in a sustained fashion.