Forecasting in constantly moving environments and around technologies, so, voluble that information technology may seem risky to say the least. This being the case, it is, however, possible to make hypotheses on the different directions that certain technologies will take, based on the CRM tools trends initiated in recent times.
The trends relating to developments in the world of CRM (or customer relations) are among the most realistic. The databases are always affluent and more precise and make a significant amount of information available to companies so that they can respond in an almost personalized way to customer demand.
That is why data represents a strategic value and weight in the brands’ marketing approach. The closer they are to the needs of their customers, the more likely they are to win them over or retain them.
CRM Tools Changed the World of Personalization
If there is one factor that seems decisive for the next stages of CRM development, it is personalization. The “members” want to feel valued by the brands. And this represents a funny paradox: individuals can both want to be considered as a whole or an impersonal mass when in reality, each seeks to differentiate itself from the other.
This is what leads to a hyper-segmentation of the customer base when most of their expectations and concrete needs are common to many separate groups.
Social networks are obviously a great source of accessible information provided you are able to exploit them wisely because their use is double-edged. It is, therefore essential that CRM tools, if it wants to be efficient, can meet its needs while offering certain flexibility.
If there were, for example, automation of the relationship with customers through Chatbots, it could only be effective and efficient on the condition that it could be fully customized to the mesh of each customer. The CRM tools would then be a significant component of the online commerce value chain.
Benefits of Chatbots
If there is one aspect to which CRM tools, but also any other new technology, must respond, it is multiformat. The colossal use of smartphones and other mobile and connected objects is a reality.
It is closely linked to new consumption patterns and, a fortiori in the context of online commerce implies a need to adapt to these new customer journeys.
In the case of CRM, this implies adapting to ever-increasing mobility and thus developing new methods in order to meet the needs of customers, wherever they are, whatever the channel used.
It is to meet these needs that the most significant innovations that we will see in the near future will revolve around tools offering voice interaction and chats, with the aim of facilitating and making these processes more agile.
The benefits of Chatbots, these artificial conversations through which we want to meet most customers’ needs require to experience the best technologies to be totally relevant and efficient.
For the time being, they are mainly committed to simple uses, however, in the long term, this technology will, at a minimum, be required to perform the main back-office tasks of CRM tools, or even supplement specific repetitive human actions. The challenge will, therefore, be to make its language as natural and fluid as possible and to erase all traces of artificial interaction.
An enormous accumulation of data can quickly become counterproductive if one is not able to manage and administer it correctly. There is every interest in making sure that it makes sense and knows how to use it in order to streamline CRM processes. Simplifying and reducing the information load in order to make it robust and relevant is already a turning point.
Analyzing the processes and challenging them in order to judge their relevance and their effectiveness, do not hesitate to update them according to new contextual elements, are all essential success factors that will allow CRM tools to maintain a high level of service to its customers (users or consumers).
Rationalization and simplification allow a clearer vision, by playing both on cost reduction and on the modification of processes, straightforward to implement and more intuitive. In short, we must be vigilant and ensure that excess information or unnecessary accumulation does not become a burden in the management and evolution of CRM tools.
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