The science of simulation has come a long way in recent years. Complex areas such as weather forecasting and market simulations are becoming better and better, in spite of the fact that it seems they can never forecast the weather accurately the one day you need it. And while it still is not the stuff of a Star Trek episode, it does make one wonder when the capability will become part of CRM. Off hand, a few obvious applications come to mind:
1. Campaign management: Simulating the effect of various offers on demographic and psychographic groups
2. Pricing: More then just a financial spreadsheet, really looking at demand impact
3. Channel optimization: looking at the impact on channels of various strategies
4. Workforce optimization: Impact on the personnel side of the business
5. Demand planning: seeing how all the variables come together on your ability to provide a good or service
The list could go on and on. The key is right now, CRM is more about transactions, and maybe some planning. When is planning going to become the key attribute, and simulation become the engine that drives it?
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