CRM enables your company to put customers at the heart of your business. This tool is like having a Swiss army knife: it is easily adaptable to any industry and has modules to accelerate and streamline business process in Sales, Service management, Project automation, Field service, Contract management and many more. The growing thirst for information and the search for customer-centred solutions encourages the growth of CRM software. Ultimately, CRM brings organisations closer to the voice of their customers.
Outlined below are just a few emerging trends within the CRM software functionality, as it evolves further into a development platform for the Enterprise market.
- Advanced Analytics (Machine Learning)
- Automated Marketing
- Intelligent Cloud-based applications
- Internet of Things
- Social Listening
It is the start of a new era, not an information era but an intelligence era, where data privacy is increasingly becoming a major concern across all major industries. We are in a world where a phone company knows more about an individual than their family. I am sure, we will soon see technology predicting human behaviour, before humans have the time to react and change theirs! Companies should be willing to experiment with this technology and should have the right strategy to build their capability in it and to adopt it early. Satya Nadella, for instance, is slowly encouraging the rebirth of Microsoft as a dynamic ecosystem of technology where internet is the platform for business applications.
I see CRM as a major player in an organisations digital transformation strategy. It combines intelligent integration of software, business processes, analytics and infrastructure, to deliver the best value to your organisation, supporting you in measuring business outcome through innovation. A good CRM implementation in an organisation, is becoming, that unique differentiator that makes you stand tall, above your competition. With the upcoming trends organisations need to be able to differentiate between hype and value, however, unless you are willing to take risks with innovation in your organisation, do not expect to be ahead of the competition.