A columnist warns that software vendors may take a meaningful phrase and turn it into something organizations will find less than useful

Customer engagement: The next buzzword
Customer relationship management applications have been around for years. But as this opinion piece by Christopher Bucholtz argues, CRM is really a way of serving customers enabled by technology, not a technology itself. But CRM has become a bit of jargon.
 
Which brings him to ‘customer engagement’, which he says will be the next hot buzzword in new products. Why care? 
 
 
 
(Customer agent image from Shutterstock)
 
Because customer engagement is the reason organizations have customer relationship management applications, he argues. But he fears ‘customer engagement’ will be redefined to suit software vendors.
 
It’s a provocative argument. Read it, see if you agree and let us know what you think.
 
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