The future of CRM: Commoditisation or innovation?
Earlier this month we asked a team of CRM experts for their thoughts on the development of the CRM sector and the obstacles that firms must overcome to have a successful CRM programme. In the final part of this series, our expert panel provide their forecasts for the future of CRM.
- A focus on offering a targeted, personalised experience – "CRM systems are evolving to provide proactive service such as alerts and notifications," says Leggett. "Business intelligence solutions are being used to analyse customer information to provide targeted service."
- A focus on the end-to-end experience – "Companies are moving away from front-office silos and back-office silos. They are now looking at implementing end-to-end business processes that cut across functional domains. This means that there is a greater focus on integrate-ability of CRM systems."
- A focus on the needs of your customers – "This means embracing real-time communication methods like chat and virtual agents, as well as offering CRM solutions that run on mobile smartphones so that CRM professionals can be productive wherever they are."
He concludes: "One thing that should not change is that it’s all about the customer!"
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.