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BizReport : Advertising : March 09, 2016


How to ensure CRM's relevance

CRM is not a new tool to any business strategy, but CRM can become somewhat redundant or irrelevant.

by Kristina Knight

Kristina: What trends are you seeing in CRM currently?

Loretta Jones, Vice President of Marketing, Insightly: CRM providers are creating simpler interfaces as a result of user demand for easier-to-use tools. Current and potential customers want a tool that can be immediately implemented and produce measurable results soon after. This isn't possible with clunky CRM solutions that require lengthy and in-depth training. A simpler and more intuitive UI also improves the probability that employees will adopt it.

We're also seeing a trend of more customers choosing CRM tools with mobile capabilities. More deals are happening outside of the office, especially with the growth of remote working, so it's not much of a surprise that business owners and managers are choosing tools that can give their employees an easy way to track, store, and access customer data from any location. As a result, we expect to see a continuance in the expansion of features and capabilities of mobile apps from CRM providers.

Kristina: CRM isn't new, but it continues to perform well. What is driving CRM?

Loretta: CRM is at the heart of many business' daily operations. Its capabilities expand beyond just a database for customer contact details, and for many, CRM is the core system for managing sales, marketing, payments, social media, and so much more. Integrations with other software - such as marketing automation, accounting software, and analytics - is helping to drive CRM forward.

Kristina: How can brands ensure, even with 'older' tools like CRM, that their messaging is relevant?

Loretta: A lot of CRM providers have been quick to adapt in order to remain relevant. For example, predictive analytics and the value it can provide businesses has become a hot topic and gives businesses actionable insights about their customers. Many CRMs are now equipped with predictive analytics capabilities or integrate with predictive analytics software. If a business owner is evaluating CRMs, they should make sure to go with a tool that has shown it can add functionalities and capabilities that will allow it to keep pace with the competition.

Image via Shutterstock

Tags: advertising, CRM, customer relationship tools, ecommerce, Insightly










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