CRM or Customer Relationship Management is a key aspect of any company’s marketing strategy. It helps companies connect with their customers and improve the experience by helping them find answers to their questions faster than before. However, many businesses are still using outdated CRM solutions that don’t meet their needs in recent times – and that might be costing them, customers!
This piece is an in-depth look at how the future of Enterprise CRM will change over the next few years and how it will impact sales.
Shopping behavior has thoroughly changed in the post-pandemic years. People are making informed choices and most of the purchase decisions are driven by experience, instead of price and brand names. Providing customers with the best possible experience at every touchpoint becomes a survival imperative for the brands. Having a smart and growth-focused CRM solution like ConvergeHub helps businesses to track, manage and nurture a relationship with their customers. It also helps segregate your contacts in the sales funnel, whether they are your prospects, new customers, or loyal advocates. This way, it is easier to keep a track of the customers and accordingly create experiences for them.
ConvergeHub also acts as a smart database for storing customer details and information. That information can be accessed anytime to enhance the customer relationship at any level. When you have a detailed track of your customers’ activities and their preferences, you can tailor your services to align with their requirements.
Here’s how a smart enterprise CRM solution facilitates customer experience.
A CRM helps in tracking unstructured but crucial customer data that can be effectively used to deliver a relevant and more personalized experience. When you integrate these unstructured data in the system, you will be able to create an interactive experience that provides them with relevant information at every level of engagement – from finding new products or services in store when they visit your website all the way up through engaging them once again via email after purchasing something from you online!
Modern enterprise CRM solutions have cross-device availability, which means they work wonderfully even in mobile devices. As a result, it offers universal accessibility, even with virtual assistants such as Alexa or Siri, smartwatches as well as other wearable devices such as glucose monitors that share data with doctors remotely via an app.
A significant part of the customer conversation nowadays is run by Chatbots and workflow automation software. As a result, you can stay connected with the customers 24/7. Also, the workflow automation software eliminates errors before they happen.
Chatbot technology is advancing rapidly these days. Many companies are already using these to handle customer support inquiries. These bots can identify and fix errors in the workflow, such as missing emails or data that doesn’t match up with expectations. They also provide insights into how users interact with each other so that you can make changes accordingly (for example: if one user sends an email but another hasn’t received it yet, a bot can offer a necessary solution).
In addition to these functions, Chatbots can predict potential problems in your CRM system by analyzing historical data about past interactions between employees or customers. Finally, chatbots can suggest improvements for improving overall efficiency within your organization by suggesting new processes based on what they see —and even predicting what might happen down the line! With a chatbot, everything is automated and you can keep in touch with your customers at every touchpoint.
No matter how much you leverage Artificial Intelligence to stay connected with your customers, nothing can replace human emotion. Customer experience in 2023 will be a mix of technology and human touch. AI will simply enhance the experience and decode the customers’ needs by analyzing their emails or phone calls. It can also determine whether someone is calling about a specific product or service. This information is later on used by the support agents while answering calls to provide more personalized customer service.
Digital twinning is one of the best practices brands are opting for these days. With an enterprise CRM system like ConvergeHub digital twinning is easier. You can capture data points from multiple sources. It automates your customer interactions and helps it run more efficiently and effectively.
Here’s how digital twinning can help you. You might have an email marketing campaign running but you don’t know how many people open the emails or even if they’ve opened them at all. If you could create a digital twin for each customer interaction—like when someone clicks on an ad or opens an email—you would be able to see all the information about each person’s actions, including their IP address and browser types, as well as their device type (desktop computer/laptop/mobile phone). This would allow marketers to understand what content works best for different types of customers across channels like search engines, social media platforms, and other online mediums where consumers access information about brands through ads and posts on websites such as Facebook or Twitter.”
CRM solutions cannot replace human compassion, empathy, and engagement. To run meaningful customer conversations human touch is needed at some level. You may have heard the saying “customer experience is what you expect, but what you get is your customer’s reaction.” In other words, it’s not so much what you do (your CRM solution) as much how well you communicate with your customers and how they can react in real-time. A CRM solution can keep you stay updated about the actions and interactions taking place, but they are not the medium of conversation.
The human touch is critical in every customer interaction. It’s crucial to identify the difference between expectation and reaction when developing our strategies around customer experience management (CEM).
CRM solutions will be more automated, more accessible, and more integrated into business processes by 2023, believes marketing experts. Automation will be a key component of any successful CRM experience in the coming years because it can help organizations better manage the interactions with their customers, prospects, and employees. Automation also allows companies to have better control over the information they receive from their customers and prospects so that they can make smart and quick decisions about what to do at the next level of interaction.
Accessibility is crucial for all types of CRM solutions; however, it’s especially important for human-to-human interactions where someone needs access to someone else’s data or knowledge base regularly (e.g., salespeople using email). It’s also important when multiple users are working together within an organization across different teams or departments (e.g., marketing managers collaborating with product managers). Accessibility helps ensure everyone has equal access when they need it most—and this also includes the teams who are not the core members of the sales team but still need access to certain features within your system.
A modern-day customer experience also considers how to approach a buyer at any level. With CRM software, you can keep a track of the buyer personas. According to the patterns and trends, dividing your customers into different categories helps you deliver more relevant service and a better experience.
Depending on your goals and the buying journey of a customer, you could segregate customers in your CRM according to the:
Demographics- Job profile and location
Industrial Sector: Industry as well as a company
Competition: Competitor solutions
Activity: Downloads and purchase history
Pipeline: Prospecting or post-purchase
ConvergeHub helps in behavioral segmentation to make a comprehensive analysis of different customer journeys, thus giving you more insights into what your customer might need.
Today, when customer experience demands a more streamlined and integrated approach, ConvergeHub certainly offers the right solution. The system will provide you with easily-understood sales reports and customer activity summaries which can be treated as your key metrics or KPIs to evaluate your customer service efforts. A detailed report will reveal what your customers are up to, which products are most popular, and which of your support agents bring the best revenue. The graphical representation of sales pipeline reports makes it easier to see where a prospect/customer is in the pipeline so that you can take the next best action to deliver him a better experience.
In the coming years, brands will be expecting more automated, more accessible, and more integrated CRM solutions. Smart and feature-rich CRM systems like ConvergeHub will not only streamline customer communication but will also simplify business processes.