RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : 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

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.