You probably have already heard a few of this decade's business buzzwords involving customer relationship management. "Cloud computing" is just one phrase that keeps analysts abuzz. "Software as a service" is another phrase that sends shivers up the spines of most venture capitalists.
"Platform play" is the latest phrase to hit the field notes of CRM software purchasers, and it can impact the decision over which CRM software vendors win lucrative contracts. With so many software developers staging data at remote server locations, it's easier than ever to build a platform around access to that data. The magic happens when multiple software tools gain access to core sets of data. For example, when a CRM software application and an order fulfillment system share the same platform, customer orders can be tracked, confirmed, paid, and shipped more efficiently.
Right now, experts suggest that we are witnessing a platform shakeout. As major players like Salesforce.com capture the attention of enterprise IT buyers, small startups hope that innovation in the platform space can buy them a seat at the table. According to many experts, the principle of first mover advantage helps out Salesforce, Facebook, and even MySpace. Web services with strong APIs and large user bases enjoy tremendous advantages over their competitors. After all, it's easier to build tools that extend a service that your customers already use than it is to replcate those tools in a vacuum.
For builders of CRM systems, Facebook, LinkedIn, and other social networks hold the key to successful platform plays. Force.com, the platform for Salesforce.com developers, holds promise for customers already committed to that platform. Empowering your CRM system to share data with popular networks and data streams helps you build stronger customer relationships faster.
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