Latest Trends in CRM Software 2013
Data is generally considered as the currency of the information age. Those who have it can easily manage it very well and can do anything from it. But those who don’t have it are always struggling to stay in the game. The future CRM solutions will provide the extensive data gathering mechanisms with zero changes in the end-user behavior. The data collection will be continuous and invisible and it will be available for use immediately.
But one of the major drawbacks in the today’s CRM solutions is the lack of transparency which regards to the data collected. Although business can be easily grown by maintaining the customer information accurately, lack of transparency in data collection gives a negative impact to the business. For example for maintaining new leads or business partners after completing the sales call, the sales person needs to go back and record the event and its outcome. For customer reps and/or service-related organizations the same is true. This process of capturing the data is manual, it is quite tedious and time consuming. Also it is not automatic. Here is where the future CRM tools will excel.
There are many benefits of CRM but the CRM’s Black Box paradigm has the advantage that there is no need to change anyone’s behavior. The data collection and migration would be done in the real time with the help of black box and would present it back in a real-time context.
The CRM solution is updating a display to the sales person when the sales person is speaking to the customer. This display might be on the smart-phone, tablet or might be a new optical device embedded into the lens of the sales person’s glasses. The personal experience for the customer can be easily created by the sales person and this facility is given by the CRM. Also CRM is logging the interaction- negative or positive outcome, date/time of interaction,mood of the customer and the topic that were discussed. However there is no need to change the behavior of the sales person.
From the perspective of the sales person, a phone call was simply held while a few talking points were displayed back in real-time. Also the integration between the CRM system and the sales person is effortless, seamless and useful which in turn drives acceptance of the system.
The realist view of the customer utility :-
People will naturally participate in an activity if it increases their utility. An increase in the utility in the customer’s base of a business has been always a goal of any business. Making this a personal experience for each customer and understanding those utilities that are unique to any given customer is the real challenge. If this challenge is fulfilled then business can be organized very easily. The analytics and business intelligence features are provided by the next set of CRM tools. These features can correctly guide businesses to drive customer utility into the stratosphere. Integrating the customer utility into the reporting layer of CRM, some possibilities of the types of reports that can be offered by the next CRM tools are
- My happiest customers.
- My most annoyed customers.
- Customers that use the company website and prefer it
- Customer that use the company website but would prefer to use the phone
- Customers that buy the least amount but call the service department the most
- Customers I talk to the most, but don’t sell to much
- Customers I never talk to, but sell to often
It is an endless list, and there is no limit to the ways in which the CRM data can be sliced. CRM will also find, catalogue, and report on every piece of information in the coming time. Its presence will never feel or seen but its impact will be intense. Consumers will be amazed by getting exactly the right products.