CRM Solutions to Keep Pace with Industry Needs in 2022

    CRM Solutions to Keep Pace with Industry Needs in 2022

    CRM plays an integral role in the market stack, since it can contribute to customer engagement and ultimately to customer experience goals, in a big way.

    B2B leaders are dealing with increasing complexity due to   diverse agendas and B2C-style expectations at each stage of the buying journey. The move to a hybrid workforce and the mission-critical nature of first-party data also play a critical role. A comprehensive plan for their business is to grow revenues and profit, reduce costs, and enhance customer relationships. 

    The original vision of CRM indeed was to unite the people, processes, and technology that manage customer relationships. It has become one of the few technologies that can successfully connect the three core customer-facing functions: sales, marketing, and service. This can also collect and interpret customer, pipeline, and revenue data and activate insights for meaningful engagement. 

    But for to CRM to effectively address emerging challenges, customers are still asking for systems that make marketers’ lives easier, and deliver efficiently at a reasonable price point.

    Also Read: Stronger Collaboration Crucial for Enhanced Customer Experience

    Based on inputs from the experts, these five areas will bring valuable meaning to CRM systems in 2022.

    1. Increased Automation 

    CRMs will eliminate tedious tasks through automation and workflows, especially for administrative jobs, accurate and real-time distribution of leads, and orchestration of go-to-market processes. The goal is to offer flexibility and improve speed-to-revenue, buyer experience, and seller experience. Besides being the system that connects every employee, CRMs will enable teams to focus on people-dependent tasks like meetings with qualified prospects.

    2. Increased Integration

    CRM platforms should enable more streamlined customer experiences end-to-end and continue to expand their set of native connectors, so users have greater visibility and automation across tools and workflows. They will enable business users to be where customers are across online and physical channels without needing them to move back into the CRM UI. Integration will also allow core systems such as marketing automation getting more deeply embedded into the CRM to hyper-personalize  sales processes.

    3. Increased AI Intelligence

    For next-gen CRM, AI and ML are dominant themes, since native AI capabilities can help produce tangible sales results. They can improve sales effectiveness with predictive analytics that can support the buying journey or increase the marketing effectiveness by planning the best resource offering, leading to increase the likelihood for success.

    4. Interactivity with increase

    CRM systems must aid convenience, speed, and responsiveness, but to drive system adoption and optimal outcomes. Offering text and voice access options to capture data and feedback into the systems, intelligent system-generated prompts will help the teams at the right moments to capture the data in near real-time.

    Also Read: Three Ways to Center Your Business Around Customer Experience

    5. Value Added Functionality

    Along with smaller teams and budgets, businesses want a leaner set of tools that can do more. CRMs will need to add value with thoughtful functionality. Other functionalities aligned to digital commerce will continue to emerge. Functionalities including more sophisticated lead-to-account matching and prospect engagement solutions at the individual and account level will emerge on the sales end.

    Internally, CRMs are also expected to offer more sophisticated collaboration capabilities to address the emerging needs of remote and hybrid workforces, including interaction tracking and scheduling. Self-service CRM will also up its game to offer more value to customers while reducing the administrative effort for providers. Ultimately, CRMs should be able to harvest large datasets, decipher them, and help business teams utilize the insights to create a seamless customer experience.

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