What’s in Store for CRMs in 2016?

crmfutYou either ride along or die wishing! The scene of modern marketing is fast evolving. New leaps in technologies are emerging that are fundamentally changing the current business landscape. And, what is even more disturbing is the mutating trends in the CRMs that are threatening to throw lords of ‘status quo’ into oblivion. I hope you are not part of this rigid group. According to Gartner:

“CRM will be at the heart of digital initiatives in coming years. This is one technology area that will definitely get funding as digital business is crucial to remaining competitive… Hot areas for CRM investment include mobility, social media and technologies, Web analytics and e-commerce.” 

And today, more than ever, organizations are leveraging CRM technologies as a major part of their digital initiatives. The reasons for this are to enhance the customer experience and build stronger customer relationships. This drive is fuelling the new trends in CRMs. For more information on how the service will evolve you can read our future of CRM software article.

CRM trends that will be rocking 2016

Are you ready to fit in with the technological and internal trends that provide better customer experiences? Here are some of the trends you can expect to rock CRM 2016.

1. Software as a Service

To excel in any business, you need to find ingenious ways of staying on top. And cutting costs is one sure way to stay on top. That is why businesses are preferring for cloud based CRM Software. SaaS has been dominating CRM though 2015, with almost 50% of the services being cloud-based. And, the message still remains – SaaS will continue to dominate CRM 2016. If you are company looking to stay on top through 2016, then it’s high time you need to take up SaaS. Businesses that would still be using stand-alone CRMs are poised for bigger challenges. The beauty with SaaS is that:

  • It provides everything – contact services, analytics, and databases – as a service.
  • It is provided externally – which reduces initial cost that is required to put up a CRM system.
  • Provides flexibility that businesses need.
  • There is no need to keep dedicated IT team – all upgrades and technical issues are handled by the provider.

2. Social media and wireless connectivity

More and more people are getting connected on wireless devices. In fact, according to an article published on futuretimeline.com:

Smartphone subscriptions will more than double… 70% of the world’s population will be using smartphones, and over 90% will be covered by mobile broadband networks…by 2020.”

What does this mean? It means a rise in the number of consumers not only connected to information, but willing to share that information with thousands of other consumers. Besides, the penetration and subsequent popularity of mobile devices means employees can be productive in and out of the office. The upshot with this development is that it expands the sales window, allowing consumers to buy products or services whenever they need them.

Then there is the social media buzz. Through the social media platforms, customers can communicate to or interact with businesses or companies in a public space. Success in businesses means the sales people need to be where the customers are. They need to communicate via the channel in which their customers use.  However, a lot of data is generated which may not be relevant to sales people. That is why businesses are changing their CRM strategies to enable them identify social and mobile CRMs useful to them.  

3. Tailored CRM approach…

Business environment is fluid and subject rapid internal and external changes. Businesses need to adapt to these changes if they need to remain productive. That is why a one-fits-all – CRM approach may not be apt in 2016. And that has called for CRM fragmentation. That means various software suites are being developed to offer services for specific businesses. Such tailored approach allows for greater agility and reduced costs of running businesses for the companies.

4. Rise in ‘Brand Journalism’

Marketers and product managers are still responsible for writing their digital content. These people may not have adequate time and resources to create stellar content. To compound the problem, consumers do not compromise on quality of the blog posts or articles. Therefore, it is very important that companies start thinking about their content. One sure way to do that is via outsourcing to specialized agencies. Alternatively (and that’s where technology gets in) they can manage a set of in-house talent through SaaS based CRM solution.

5. Introduction of paid placements

Social media giants are changing their structure to favour paid-for ads. This situation brings to decline the era of ‘free’ social reach (non-sponsored content). This change creates a need for real-time analysis of the impact of the current advertisements. Besides, marketers need to understand the potential success of the sponsored content, resulting in the evolution of CRMs responsive to social media market.

Technological innovations are pushing businesses to new heights of efficiency and productivity. More and more businesses are taking up CRM applications to stay more productive. However, the business environment keeps on changing. Businesses need to cut costs. And, that calls for more convenient and tailored CRM approaches.

Author Bio: Misha holds a Master degree in Marketing and bachelor in computer application. She works as a content & marketing Manager at SoftwareSuggest. She likes travelling to hill stations and reading novels. Follow her on twitter.

 

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Category: B2B News

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