Alas, poor CRM, I knew you well !

CRM may have been down, but apparently not out.

According to William Band , Vice President and Principal Analyst at Forrester Research, it is still live and kicking, but if you go to the video, the reason it is back or still alive is that CRM implementations now include BPM.

The essence of the video is that CRM now has:

a) customer centricity (CRM always has been about customer-centricity),

b) it has mobility (everything has mobility soon as you set up a gateway into an application system),

c) it has analytics (if you collect data and give analysts access to it, you have analytics), and now,

d) it has BPM.

OK, let’s get this straight.

If I take CRM and put BPM “in” it, do I still have CRM? – I  suppose the answer is, you do,  same as if I put CPM into BPM, few would agree that I no longer have BPM.

But, but, but…

If we are already practicing BPM in a Case environment that also accommodates ad hoc interventions, we have, for some time, been calling this ACM.

So, why the “Come alive with the Pepsi Generation” with CRM?  (translated into Chinese this apparently read “Pepsi brings your ancestors back from the grave”).

You can imagine how much Pepsi was sold in China during the time that marketing campaign was running.

We know that CRM had its problems so I see some parallels here.

Check out my blog post of about a year ago  –  “Saying goodbye to CRM” at

I stand by this post.

We said goodbye to CRM, so RIP CRM.

ACM is wider than CRM or BPM and since we have not yet run out of three-letter acronyms, we don’t need to recycle “CRM” to a new “CRM”.

Besides, ACM already has enough competition with Dynamic Case Management, Intelligent Case Management and who knows what other three-letter acronyms.

See my warning  “What will we do when we run out of letters?”

My advice to CRM consultants and CRM software vendors is “Come alive, read up on ACM” and let’s all move forward.


Management consultant and process control engineer (MSc EE) with a focus on bridging the gap between operations and strategy in the areas of critical infrastructure protection, major crimes case management, healthcare services delivery, and b2b/b2c/b2d transactions. (C) 2010-2021 Karl Walter Keirstead, P. Eng. All rights reserved. The opinions expressed here are those of the author, and are not connected with Jay-Kell Technologies Inc, Civerex Systems Inc. (Canada), Civerex Systems Inc. (USA) or CvX Productions Number of accessing countries 2010-2020 : 168
This entry was posted in Adaptive Case Management, Business Process Management, Case Management, Customer Centricity. Bookmark the permalink.

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