Articles

Customer relationships can evolve through four stages — they can be transactional, transitional, communal, or damaged. Understanding each of these stages, using them to classify customer relationships, and tailoring CRM efforts accordingly can enable your company to better deploy its limited CRM dollars. Not all outreach efforts work equally well in all stages of a relationship. And without this kind of tailoring, you’re likely wasting some of your CRM budget.

IT alignment can produce inertia — unless it’s accompanied by the right culture. Sure, closely aligning IT with the rest of a company’s strategy can cut costs and improve the ability to collect data, facilitating the creation of early-warning systems and operational dashboards. But a less regimented approach has its place, too, allowing responses to changing business and economic conditions that are swift and creative.

To prevent email from feeling like a burden, teams should develop shared practices to enable it to help — not harm — employee productivity. This begins by developing an understanding of the relative effects of congruent vs. incongruent messages.

Companies used to spend years clarifying business requirements before they would even think of launching new software. Today, cheaper cloud-based apps mean that implementation decisions are made on the fly — and there’s no going back.

Virtual reality is used today for job training, but that’s just the beginning. In a Q&A, Jeremy Bailenson, a leading expert in virtual reality, says that VR has the potential to be a much-improved video conference tool — one that’s good enough to reduce our need to commute. What Bailenson calls "avatar-based communication," with eye contact and facial expressions, has the potential "to create the intimacy and non-verbal behavior that you get face to face."

Scientific evidence demonstrates the value of feedback and ratings for performance. But HR is moving away from traditional performance reviews because managers and employees say they don’t like them. It’s a mistake that will backfire.

Some leaders have failed to realize that the daily lives of those who work in their organizations will inevitably be transformed over the coming decades. But it’s the responsibility of leaders to create clarity about the future of work. That means being engaged with creating a narrative about the future of jobs, actively championing the learning agenda, and role modeling work flexibility — for instance, by taking paternity leave or working from home.

The traditional "SMART" approach to goal setting may no longer offer companies the best path forward. In a continually changing competitive environment, companies should develop their goals in the context of current conditions.

Government’s long-ignored role in creating and sustaining market conditions needs to take center stage as climate events become both more common and more destructive.