How Will CRM Marketing Be In The Future

Today, without proper knowledge, one can struggle to
differentiate marketing from advanced technology. Although, it did
not start like this. Marketing as we know it was down to sellers
trying to inform buyers what they have for sale.

Nowadays, what, how, when, and where a buyer is going to make a
purchase can be predicted with almost 80% accuracy. Put simply,
there has been a paradigm shift and from all indications, more is
still to come.

We examine the current observable CRM marketing trends in the
world of today and we speculate what CRM marketing would look like
in the nearest future.

MARKETING AND THE NEED FOR FOR CRM

Customer relationship management involves all processes and
activities involving the management of interactions with existing
and prospective customers throughout the sales process or customer
lifecycle. Once customer information is entered into the CRM
system, then every information obtained via any touchpoint (i.e
buying patterns, customer experience, how they interact with
business ads, etc) helps you to cater to their needs, market
smarter and build better relationships.

Considering the sheer volume of customer data, online channels,
and varying customer behaviors as well as the speculated increase
in the foreseeable future, keeping a tab of all these things is a
very tough task.

What CRM marketing offers is simply a centralized customer data
repository where data can be pulled from or added so as to assist
marketers in increasing lead flow, conversion rate, and improving
customer service. More specifically, an organized platform for
extracting and monitoring customer data, marketing insights, and
sales.

Marketing campaigns have become super efficient as targeting
customers and keeping up with them just got super easy due to the
fact that all customer’s information is in the same place thus
allowing you to find and access any information you need on
customers and prospects at any point in time.

CRM marketing also helps members of both the sales and marketing
team of a company to work together on the same platform to help
nurture the leads and achieve all organizational goals.

Modern-day CRM marketing has made it quite easy to make more
sales promoting content, more accurate decisions about new
campaigns, services, products, and content. Now more than ever, CRM
marketing plays a vital role in business growth and expansion.

MAJOR CRM TRENDS

Ranging from the fact that 84% of customers value the experience
they get just as much if not more than the product or service which
a company renders to the projected increase in AI (Artificial
Intelligence) use cases or the fact that social media interactions
make people more likely to make purchases or patronize businesses,
CRM marketing has revolutionized the world of marketing.

Customer satisfaction has also just recently surpassed customer
experience as the leading determinants for an excellent customer
relationship. CRM marketing is experiencing a strong wave of
changes and trends. This is good news however as it’ll ultimately
lead to stiff competition and ultimately better satisfaction.

In fact, CRM marketing has moved past just tools and software
used for customer contact management to become systems that keep
everyone in an organization in the know of everything about the
customer lifecycle and project management tools that helps to
monitor project progress, status reports tasks, time and other
deliverables throughout the entire customer lifecycle.

Research as well as the opinions of industry experts backed by
data has identified the following trends in the CRM marketing space
and predicted the future trends as well, helping us paint a vivid
picture of what the world of CRM will look like in the coming
years:

1. CUSTOMER SUPPORT HAS TILTED TOWARDS
SELF-SERVICE

Data has shown that customers simply want to get more done by
themselves. They simply want to be in control of most of the things
they want from a business. In fact, self-service is often the first
form of contact customers make with companies. Rather than speak to
a seller agent most times, customers tend to want to self-educate
about a particular product /service. They access self-service
content and processes more than agent-assisted channels. This may
be as a result of the search for authenticity and quality or
perhaps the need to find out all the important things about the
goods and services they’re about to purchase.

As a result of this, it makes sense for businesses to ensure
that the most likely information that potential customers may need
about a company’s a product/services are easily accessible and
give the customers a give good experience.

There is an upward trend in the investments of companies in
numerous self-service technologies and marketing resource
management solutions for tracking knowledge management, creating
chat-bots, tracking marketing outcomes amongst many other
reasons.

2. UNIFIED CRMs INCREASE ROLE BASED CRMs

To fully harness the purpose for which CRM is intended, most
companies have now begun turning to Unified CRM as it helps to
combine all kinds of business functions. Content management,
project management, sales, and marketing are simply done on a
central data platform. This helps to streamline internal processes,
increase efficiency while automating manual tasks, and storing
customer information at the same time. Businesses and industry
expert opinions claim this strategy has helped to create a better
customer experience culminating in business growth.

This points to one clear fact; that the future of CRM is
ultimately driven by the vision of seamless customer operations and
creating the most exciting customer experience not only requires
businesses thinking about the customer but also about how their own
operations can be more efficient and easy. After all, they need to
be in the best position to provide the best services.

3. AI IS THE FUTURE

The whole idea behind AI is that machines are able to simulate
human intelligence and carry out tasks that require the same
without human intervention. The beauty of it is for machines to be
able to carry out tasks that you would rather perform with every
touch of precision, accuracy, and more importantly humanity.
Now, if the aim of CRM is clearly examined, you’ll see that there
is every need to be able to dig into your customer’s head and
think just like them to be able to know their most likely choices
and the factors responsible for those choices.

These two phenomena clearly have some similarities and this has
been picked up in the present day CRM space as AI now helps to do
all of that; Machines help companies to simulate the customer’s
intelligence (thinking) using the information of past choices of
products, contents and behavioral patterns (joe said customers
interact with marketing campaigns, content, etc). AI is being used
to form customer personas very close to the actual customers and
from there better decisions are made about the customers; The right
content and products find their way to the right customers
seamlessly with the help of AI.

AI helps to create personalized customer experiences, real-time
website visitor analysis, social media data analysis, and marketing
campaign optimization. This is the story of CRM marketing today and
from all indications, it can only get better and more efficient as
the years go by.

4. PERSONALIZATION CANNOT BE OVEREMPHASIZED; IT FORMS
THE BASIS OF QUALITY ONE-ON-ONE INTERACTIONS

CRM personalization is experiencing an uptrend and the reasons
are not far-fetched; Customers want to be treated like Royalty!
Like they matter and yes they do matter. A large percentage of
customers across different business niches are willing to share
personal information for the purpose of contextual engagement with
businesses. Apparently, forming “close” relationships or rather
“seemingly close relationships” with the business or business
owners is one of the key means of getting personalized discounts
that customers love. As a result of this, it is expected that
personalization will form a major aspect of CRM marketing in the
nearest future as already evident in millennial tools like Agile CRM.

5. DATA, DATA, AND MORE DATA

In that, customer relationships right from the outset are solely
based on making marketing and business decisions based on data.
Data has always been a pre-requisite to customer insights and hence
services. However, most of the data used in the past has always
been structured data such as preferred products, contact
information, etc. As of today, however, Big data techniques are
tilting the focus towards using emerging technologies in the field
to gather and analyze a lot of unstructured data that customers
aren’t even aware they provide to gain additional insights. In
the nearest future, we can only imagine seeing more data use cases
in the field of CRM to further increase customer satisfaction.

6. MOBILE CRM IS BEGINNING TO TAKE CENTER
STAGE

It is no longer news that “Remote is the future of work”.
With the increase in the rate at which companies employ remote
workers, mobile CRM has actually come to stay for a long time in
that it promises to ensure increased user adoption, increased
employee productivity, and improved customer relationship amongst
other things.

It is expected that most (if not all) CRM systems will be moving
to mobile platforms in the coming years. Adequate project
management through easy monitoring of status reports, tasks, and
other deliverables leading to greater efficiency are the
benefits.

7. CRM IS NO LONGER CHANNEL SPECIFIC

Achieving customer satisfaction is a really tricky task.
Engaging your customers and seeking to make contact in the context
they need is very stressful for the average sales rep or customer
agent as different messages might be coming in from different
channels ranging from text to the different social media platforms.
Hence, to get the best out of your workers so as to ultimately give
your customers the best customer satisfaction and experience,
consolidating all the different communication channels on a single
platform is the best thing to do and it is fast becoming the order
of the day in the world of CRM marketing.

EXPERT OPINIONS ON WHAT THE FUTURE HOLDS

Marketing specialists, business owners and sales personnel can
all agree that obtaining the best customer experience via CRM
marketing in the near future is going to be highly dependent on the
trends highlighted above. Data, mobile-friendliness, one-on-one
interactions, and many more will determine what sets one CRM
platform apart from the others.

J. P. Saunders an independent CRM expert in his “busting 10
myths of CX” series claim that data management is crucial to
delivering personalized experiences, and that investing in the
internet of things created better customer experiences to name a
few of the myths. This further reinforces the trends observed
earlier.

Matt Kresch, another specialist also emphasizes the need for a
multichannel notifications strategy to increase the efficiency of
workers and build better customer experiences for the customers.
This is yet another case of some of the trends earlier stated.

Marshall Lager, CRM influencer, and customer experience analyst
also share a point of view that AI and ML are only as good as their
underlying data. In fact, he specifically emphasized how everything
can go bad with AI especially.

In all, industry experts continuously emphasize the need for
businesses to gather insights from all possible means to adequately
understand what the customer wants, how the business intends to get
it across to them, and finally, how doing these two can be done
with more efficiency and less strength.

CONCLUDING THOUGHTS

Starting from the continuous emphasis on more specific
interactions with users, to the continuous use of data for truly
understanding customer behaviors and the continuous emphasis on
mobile-friendliness amongst other observable trends in the field of
CRM marketing, a very clear fact is that, the future of CRM
marketing promises to reach a point where customers can get just
the exact things they need from businesses be it products, content
or relationships. The trends have indicated that in the nearest
foreseeable future, customer satisfaction is going to be at its
maximum, and more importantly, business growth is going to be
massive as a result.

Every now and then, the marketing industry and more specifically
the CRM marketing industry continuously discovers and comes up with
new ways of satisfying customers. After all, business owners want
to stay ahead of the competition by keeping the customers happy.
However, that and that alone is what it should be! ; Being willing
to go the extra mile for the specific purpose of ensuring customer
satisfaction.

Sometimes the continuously emerging CRM trends might get
businesses all caught up thus affecting the initial goals of the
company leaving them changing goals to fit the trends. It should be
noted that emerging trends are just a means to an end which is
customer satisfaction for the purpose of business growth.

The post
How Will CRM Marketing Be In The Future
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Agile CRM Blog.