In 2020, integration with vertical-specific solutions, image processing, and mobile-first CRM, among others, will take center stage.
In an increasingly competitive market, the brand that connects best with customers, leverage the best Customer relationship management (CRM) tools, will have a decisive edge.
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Privacy-focused personalization and customized CRM solutions
Personalization is essential for companies to grow, but they will face a challenge to pull it off without intruding into customers’ privacy. With extremely sensitive data privacy regulations in place, companies cannot afford to be careless with the privacy of customer data- or use it without necessary caution and pragmatism. This should be tops on the list of ‘proceed with caution’ measures.
Vertical-specific offerings will play a significant role in CRM growth. It is more likely to come from B2C rich industries like healthcare, manufacturing, insurance, and field-services, among others. Instead of offering generic CRM software, categories need to be given solutions as per their specific needs and challenges. Customization of the CRM tools and strategies could add untold value to the process of market reach.
CRM systems are all set to become more vertical-specific, as industry focus becomes sharper in marketing strategies. In terms of retail companies, offering a personalized in-store experience to their customers using AR/VR has become common. Therefore, there is a need to integrate these systems with CRM to relay data across further stages of the customer life-cycle.
Mid-large enterprises will evaluate CRM from a platform standpoint to build customized solutions centered around CRM. Vendors offering a more extensive range of apps built on a similar platform are more likely to witness success. This is mainly because they are flexible in letting businesses make custom solutions in conjunction with CRM.
Mobile-first CRM On the Rise
As per a report from Nucleus Research, 65% of companies using a mobile CRM are achieving 65% of their sales quotas. Meanwhile, only 22% of companies using non-mobile CRM have reached the same targets.
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Mobile CRM has become part of core functionality from merely being an add-on. Sales teams can track and update their sales cycle on CRM systems via their phones. Several core CRM features, including customization, mobile-first will be launched in the coming years. At present, there are several features that are first built for desktop and are then update for mobile devices. Today, there has been an increase in multiple mobile apps specializing in specific areas instead of one single sales app.
Keeping a clear focus on customer-first strategies, CRM technologies, and the way they are evolving could be a marketing executive’s biggest ally in success.
