The implementation of CRM (Customer Relationship Management) in the enterprise continues to boom. This solution (focused on managing customer relations through a platform in areas such as marketing and sales) is constantly being developed and adapted, with the help of the latest technologies, to the particular needs of each company.
Today, CRM is considered a fundamental tool in business strategy. Therefore, it is essential to: keep control and organization infinitely better; have a more fluid, efficient and unified communication between departments; generate new opportunities and leads; and because it helps to take care of customers in a more special way. We must not forget that these are the pillars of a company’s continuity, and the better they are cared for, the better off we will be.
“Companies have only one source of revenue: customers, and only when you understand the value of customers can you change the reality of companies.”
Martha Rogers
But, to become such a powerful solution in the market, CRM has had to go through several phases. The first complicated, slow and expensive “models” were left behind in the 1980s… Now, however, we don’t even see it as a work tool, but as an ally. Let’s take a look at the most notable changes.
How CRM has evolved to help the enterprise
| PAST | PRESENT |
| Highly structured customer data. | Poorly structured. |
| Slow to adapt to change. | Easy adaptation to new situations and uses. |
| Not very dynamic. | Very social. |
| Focused on basic records. | Optimized for collaboration with customers. |
| Complex and difficult to use. | Easy to use and interact with. |
5 trends that CRM brings to the enterprise
CRM is a living software and every day there are more and more and better innovations that it brings us to support us in our work activity. These are five trends (or lessons) brought to us by the tool:
1. The era of Customer Experience.
It is not surprising that the current moment and the technological period that has been shaping the world for a few years now make us realize how important it is to keep users happy from start to finish. The process by which a company gets involved goes a long way in deciding on a product or service. It is no longer all about being price competitive, but about individual attention and personalization. Consequently, customer loyalty to our brand must be driven by a differentiating treatment. CRM platforms are absolutely focused on applying a more connected and customer-centric approach.
2. The role of Artificial Intelligence.
Improve segmentation, increase the operational quality of the data available (more accurate forecasts for more optimal commercial results, behavioral analysis, etc.). In short, CRM relies on this technology to provide us with quantitative and objective knowledge of our audience and market patterns. It gives us enough resources so that we can understand the customer and nurture them with valuable content. Therefore, it becomes the catalyst to achieve the ultimate goal: to serve and build customer loyalty.
3. Specialization by size and verticals.
Being an SME is not a problem, there are versions for all sizes and all types. The creators of these solutions know that a CRM today is a basic resource and do not exclude anyone. Therefore, one thing that companies value highly is that the platforms they integrate understand the industry they belong to. This point no longer goes unnoticed. CRMs know that each type of industry has its particular needs and, in order for a business to be more agile, it is necessary for the tool to be flexible, but in a certain field. Currently, solutions focused on specific sectors are already being launched, operating by verticals.
4. The involvement of the mobile device.
Being able to have all the information at any time and place is an essential element in sales activities. In addition, having the CRM beyond the office, in a mobile application, is a key aspect for efficiency and having up-to-date data movements at your fingertips will increase the workforce. Mobile solutions are based on:
- Generate highly connected environments with strong security features.
- Creation of intuitive interfaces.
- Applications that work on all platforms.
- The ability of sales professionals to transition between online and offline environments with ease.
- Improve communication and operational information management.
5. Adaptation of CRM to the particular ecosystem of each company.
In other words, CRM is trying to go further every day. It is not intended to be “only” a data management center, but rather to make the user of the tool feel comfortable. In short, CRM offers infinite possibilities to adapt and tune your own ecosystem, with applications and add-ons that increase the platform’s potential. In the end, their goal is based on being a fully integrated part of the company to make our lives easier, but without damaging our essence.
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