Nobody knows whether CRM increases profitability in the traditional sense. As with so many new projects which have never been done before, the CRM project takes much longer, is much harder and costs more than has been budgeted for. The advantages of being small. In the mass-market era, the bigger the market share, the more profitable an enterprise could be. In a customer-centric era where the object is not so much finding more customers, as giving existing customers more value, size could decrease in importance as an element of success.
Back office is backwater in big companies, while the front office becomes the challenge.
Web CRM provides the whole service. In terms of CRM technology sales, a trend away from a mass market served by the biggest companies means that the importance of Web-CRM and small business packaged solutions is likely to increase much faster than the integrated enterprise systems which now dominate the market. Knowledge editing and interpretation services could become a very important part of the systems integration process. The tailoring messages for all the new channels becomes crucial. The renewed focus on end users and human factors.