Integrated multi-channel contact points now possible. Personal privacy to become major blockage to CRM . The concept of the trusted trading community overcomes this problem because by joining the community, both customers and suppliers would be able to give permission to have CRM data used by members of the community only. It is impossible to evaluate the success of a complex, mutually beneficial relationship using the bottom line only. Other more qualitative ways must be found.
Satisfaction becomes a lagging indicator, while success becomes a leading one.
Sustainability, for example, could be as important as profit in determining the success of a relationship.