How do you picture the future of CRM?
Hot areas for your future CRM include mobility, social media, collaboration and smart guidance
Organisations are leveraging CRM technologies as a major part of their digital initiatives to enhance the customer experience; get more leverage and cross selling; get access to information and intelligence more quickly; get help to focus; and know how to reach their goals and which clients fit their own organisation.
And all of this anytime, anywhere, due to the fast spread of mobile technology.
The demand for modern technology customer relationships is driving refreshed or expanded integration and usage in all areas of CRM software.
Many companies are focusing on getting technologies that enable more mobile, intelligent and targeted customer interactions in multichannel environments.
The internet of things – CRMs are integrated into new devices
The main drivers behind the hot areas in CRM — cloud, social, mobile and intelligence — are being joined by a new driver: the internet of things, where you will be connected and using your CRM in a way previously not thought of.
Integrated and collaborative — Modern B2B sales often require co-operation in teams, both internally and externally. Therefore the demand for collaboration and the ability to share tasks, opportunities, contacts and accounts between colleagues will increase.
Sales and marketing will merge together even more and be forced to monitor, communicate and engage in social commerce business with several hundred public social networks.
Sales has to be connected, to respond to how customers interact on Facebook and LinkedIn and to use social media as a source of new leads and intelligence on prospects.
Therefore future CRMs need to help sales by automating as many of these tasks as possible. Mobile — Smartphones, tablets and mobile apps are forcing change at an even faster rate than social networks.
Connections to the internet via smartphones will exceed the number of PC users by the end of 2014, and smartphones have already overtaken PCs as the most common tool for accessing social networks in most countries.
Being connected and instantly informed of any changes, wherever you are, will be a requirement! Not knowing fast enough will be equal to being behind the competition.
Intelligent — The requirements on CRMs to have proactive and predictive analytics and adaptive abilities will increase. A CRM that cannot adapt to the behaviour of its users and their customers will not survive.
CRMs that can present predefined action plans for who to contact, when to contact them and what to contact them about will show the way for how a CRM really can help providers and customers merge their processes.
Future CRMs will also adapt and learn how each user behaves and performs and which behaviour is preferred for different situations, making it easier for sales departments to put the right team members on the right task and increase the chances of success.
No CRM customer will accept plain CRM systems that act as expensive contact registers and graveyards of irrelevant information. Cloud/affordable/off the shelf — The driver behind the cloud is over 10 years old now in CRM, having started back in the late 1990s with the rise of application service providers.
In the future, the requirement for affordable and off-the-shelf CRMs will increase, especially for small and medium-sized companies. This will democratise CRM and put in the hands of one-man companies advanced business software that today is exclusively for larger enterprises.
CRM will therefore spread into new segments, due to the fact that the price is dropping and the effort to get started has been heavily reduced.
Very few customers will accept an IT project to get started with business software such as a CRM. This trend will finally also spread to the bigger enterprises, even if they will be slow to adapt in the beginning. We will also see benefits from the cloud other than pure cost reduction.
The combined data stored in cloud solutions, together with a crowdsourced way of keeping contact information up to date, will make it possible to do intelligent analysis in a way that is not possible today.
Internet of things — More and more devices are being connected. CRM is likely to follow, and being mobile will not be exclusive to smartphones and tablets. When your car is connected you will access your CRM on the display in your car, and perhaps interact with it using your voice.
You will handle your tasks, meetings and activities on your watch. The car will automatically give you your driver journal and your smartphone will keep track of where you are and how much time you spend on each spot, and it will automate your time reporting for you.
Imagine your route automatically being presented to you when you enter your car or the name of your CRM contact being displayed on your glasses when in a meeting, perhaps even combined with what your contact has said on LinkedIn or Facebook about the focus of the meeting.
Combine these different areas and the future of CRM is highly mobile, intelligent, connected and social. Your future CRM will serve you as a true servant and coach at the same time, 24/7.
Salesbox CRM – the future CRM that already simplifies your workday today!
At Salesbox CRM we really want to simplify life for people and companies that work on sales and other client-related tasks. We want to set a new standard for how you view a CRM, from something that most of you probably hate to something you love and can’t imagine living without.
In the future, we see salespeople all over the world spending more time on making more business, spending more time with family and friends, making better decisions, and being more in control. We see that, finally, salespeople will have everything they need in the palm of their hand.
We see that the entire CRM industry will go through an enormous change over just a couple of years. After you started to handle your emails on your smartphone, would you have liked to go back and only handle emails with a computer or laptop? Didn’t think so.
CRM usage will experience a similar change. In a few years we will ask ourselves, how did we tolerate spending so much unnecessary time doing things that an intelligent system could have done for us?