Jill Dyché and Cathy Burrows go way back into the old days of Customer Relationship Management. As an executive at Royal Bank of Canada, Burrows has watched CRM boomerang from hot trend to commodity, back to a competitive weapon.

Here the two experts discuss how CRM needs to change to incorporate mobile, digital, and omnichannel competencies, how these capabilities can enhance the customer experience, and how IT can play a part in its renewed success.