Dynamics CRM’s Patterson Argues Execs Must Exploit New “Business-to-People” Paradigm, “Connect Across Ecosystems”

The conventional business-to-business and business-to-consumer paradigms are being replaced by a "business-to-people" paradigm that is making "static" business approaches obsolete, according to Bill Patterson, director of product management for Microsoft Dynamics CRM Online.

In a talk winding up last week's online Dynamics CRM conference, Dynamic Business Week, Patterson said the emerging social networks like Twitter and Facebook are enabling people to "share openly their beliefs" about their experiences with customer service and other interactions with businesses. "What are you doing to spark the right set of beliefs?"

He added: "If you are a static business, you run the risk of becoming disconnected." Static businesses "are static in how they manage their customers."

The dynamic business, he said, is monitoring customer opinions and responding to criticisms "in real time."

He encouraged executives to move from static criteria in dealing with customers and prospects--for example, lead qualification--and "be more agile and dynamic."

"It is about ecosystems...harnessing the value of an ecosystem in one community."  This means using the social networking, blogging, and "creating new ways of interacting."

He said that in his travels, he meets increasing numbers of executives whose companies have turned off employees' social networking tools in the mistaken belief that those take away from productivity. "Social media are where your customers are," he argued. "Unblocking access to those tools is a great strategy."

To view Patterson's presentation, along with those of other Microsoft executives and CRM experts, register at the main Dynamic Business Weeek site.