CRM Consulting

2017: 8 CRM trends

1. At the dawn of an era with fewer communication channels

It’s a fact, companies are still struggling to define a successful multi-channel strategy. Whenever they believe they are up-to-date, they need to create ten more channels to reach their customers on the most popular media. In 2017, companies will finally stop building their silo communication channels and begin to centralize the different biases they use to interact intelligently with their customers. In other words, this paves the way for a so-called “no channel” experience, where customers can switch from one to the other without a hitch, picking up exactly where they left them on the device, the last application, or the last medium they used.

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2. Real-time flows become the main fuel of CRM systems

The static name, rank and serial number assigned to your customer have long been the foundation of any CRM system, hence the need to invest heavily in customer data storage solutions. However, now that devices, applications and even home appliances are generating data, real-time information flows are a great asset for companies to stand out from the competition. As a result, marketing, sales and service campaigns are increasingly relying on the exploitation of this data in order to respond instantly to customer needs.

3. Operational excellence and optimal customer service quality are no longer mutually exclusive

The rationalization of business and back-end operations is usually motivated by a desire to reduce the costs and complexity of the back end. Companies will be able to reveal these operational gains to the customer in order to provide an even better service, especially on digital channels in self-service. By designing their internal operations keeping in mind the specificities and constraints of the front-end, it becomes possible to streamline activities and digitize the experience by killing two birds with one stone.

4. The border between the human and the machine is definitely disturbed

This may seem surprising, but customers are becoming more comfortable with conversational customer service channels. The successes of Siri, Alexa (Amazon), Cortona or even Echo (Digital Assistants Artificial Intelligence) are all examples that show that they have no reluctance to converse with automatic channels with near-average qualities. human. Thanks to advances in artificial intelligence, customers who trade on a chatbot will not know if they interact with a robot or a human interlocutor. For companies, the important thing will be to develop a strategy adapted to their clientele and capable of integrating it into the entire range of services offered.

5. Adtech / martech convergence will finally bear fruit

For years, the specialists of martech and adtech have been claiming that their convergence is only a matter of months. However, the fact is that the technology has finally reached the level of maturity required for this to happen this year. The silos are slowly disappearing, so much so that the way a customer responds to an online advertisement will now influence the way marketing professionals approach him, and vice versa. Thus, the proprietary and third-party data will form a single data stream, which will significantly expand the customization options of the service offered to customers.

6. Preemptive services become the new answer service

All CRM solutions tout their ability to meet customer needs. This year, the notion of service will go much further by anticipating the needs of customers well before they express them. This evolution will allow companies to offer solutions to solve problems that customers are not even aware of meeting. Clearly, this service improvement will result in an increase in customer loyalty and value.

7. At least one ” when artificial intelligence loses the pedals ” incident will make headlines in the customer experience

Companies are striving to bring mountains of data back into their AI systems in hopes of gaining commercially exploitable results. However, many tend to forget to protect themselves by adopting rules tailored to their needs to ensure that their AI systems are aligned with the overall goals of the company. In customer applications, an AI system that loses its pedals can cause unsuspected damage. Who does not remember Tay, the clever robot created by Microsoft to publish tweets? A similar scenario can be expected if companies leapfrog the “AI service CRM” without having previously set rules worthy of the name.

8. Despite all these exciting developments, the problems of existing IT assets will persist

This may be a bold prediction, but it is one that can not be overlooked. Leaving aside the other seven projections of tomorrow’s CRM, there remains a major problem: existing systems. Since most companies can not afford to start from scratch, they will have to spend a lot of time on the issues of integrating and exploiting technologies such as robotics to bridge the gap between their current environment and the digital experiences they intend to propose.For more information please visit