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SA-SU0050-030611-A4LEADINGTRENDSINCRMAlejandroPicosPrincipalBusinessTechnologyOfficeLatinAmericaJune1320030SA-SU0050-030611-A4THREETOPICSFORTODAYCRM:Hypevs.realityWinnersareaddressingthreecoretrendsKeyactionstoaccelerateimpact1SA-SU0050-030611-A4YEAR2000CRMCHALLENGES…•Real-timepersonalization•Limitlesscustomization•1-to-1relationships•Immediatemulti-channelinteractions•Automatedmarketingcampaigns•EndofBricks-and-Mortar2SA-SU0050-030611-A4…ANDYEAR2003CRMREALITIES•Real-timepersonalization•Recognitionandtailoredofferings•Limitlesscustomization•Boundedflexibility•1-to-1relationships•Segment-basedmarketing•Immediatemulti-channel•24-hourresponsetimesinteractions•Automatedmarketingcampaigns•Tech-facilitatedmarketing•EndofBricks-and-Mortar•Multi-channel(bricksandmortaraliveandwell)3SA-SU0050-030611-A4CRMDRIVINGSUPERIORRETURNSFORLEADINGFINANCIALPLAYERSCustomervaluemanagementSuperiorSuperiorreturnreturn•SegmentationAboveAboveaverageaverage•CustomerreturnreturnlifetimevalueAverageAverage•Behavior