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18 Jul 2017

Three Key CRM Stats


​CRM continues to grow and evolve. One of the most recent trends is towards supporting the customer experience in more complex, customized ways. Here are three key statistics that exemplify the the shift towards managing a personalized experience, and how successful companies are doing it.

1. 47% of companies are looking to invest in CRM to improve customer service

CRM is known as a sales tool, but it can manage the customer experience across every type of interaction a company has with a customer or future customer. As the cliche goes, it’s much cheaper to retain a current customer than find a new one, so investing in automated tools to improve the experience of current customers is a smart strategy. The following graph shows the percentage of companies planning to invest in CRM technologies to improve each area of the customer experience:

Investment in software across many customer interactions
Companies are looking to invest in software to help automate customer interactions across a wide variety of functions, not just sales.

2. The quantity of customer interactions and number of sources of those interactions is increasing

With the growth of content marketing and 80% of prospective customers electing to do their own product research before making a purchase, maximizing the effectiveness of marketing content requires personalization. Whether you target nameless sub-segments of your target market or customize emails to a specific person and their preferences, automation is key to being able to handle the quantity and complexity of customer interactions. Tradeshows and traditional advertising were much simpler than today’s social media and email marketing campaigns.

Customer interactions are increasing, making it more of a challenge to record and remember those events.
Customer interactions are increasing, making it more of a challenge to record and remember those events.

3. Mobile is critical

Companies with a mobile CRM capabilities are much more likely to hit their sales goals. Mobile allows for the addition and extraction of information from CRM at more times and locations, removing a huge barrier to adoption. Additionally, mobile interfaces force administrators to design intuitive interfaces without clutter, putting the focus on what’s important. It’s not just customers whose habits are changing, it’s the sales people and organizations who are changing as well. Your CRM needs to keep up.

Successful CRM implementations require powerful, intuitive mobile functionality.
Successful CRM implementations require powerful, intuitive mobile functionality.

Sources:
http://www.softwareadvice.com/crm/userview/report-2014/
http://www.slideshare.net/SathishMariappan/mobile-crm-6803102