Nowadays, Internet users prefer using mobile terminals. CRM is divided into 3 customer-facing branches: sales, service, and marketing.
For these 3 functions, employees need to have real-time information and to be able to exchange it as rapidly. Likewise, customers would like to have a mobile experience.
Thanks to mobile CRM, we can meet two demands:
- have access to data anywhere instantly
- have a foundation on which to build our mobile strategy
Mobile CRM allows sellers to modify and to synchronize information wherever they are.
The use of a touch pad or a smartphone makes it easier to work. Employees are not limited to their laptop at work: they can now be up to date on all mobile devices.
The borders between company departments are becoming thinner
Today's customers are very demanding. They expect to be able to carry out their tasks as quickly as possible and without any resistance.
They put a lot of pressure on marketers, salesmen and members of the support teams to execute duties which fall out of their normal scope of action.
The customer is the focus of attention. This megatrend of customer satisfaction has brought down the walls between sales, marketing and service departments. Those branches must collaborate to deliver a service up to customer expectations.
This situation has been a cause of confusion among professionals as they try to keep up with the skills that are expected from them. Eventually, those processes will become smoother and the confusion will disappear.
Convergence of technologies
It is important that the CRM can be integrated with all the existing information systems in the company. Indeed, when the employees have problems to reach or to exchange information among the different departments, it creates frustration and they become reluctant to use these so-called new solutions.
Sellers who come with integration-ready partnerships are taking the market by storm. It is still a relevant matter as a lot of companies still buy their management applications in separate modules for each department.
You should be able to work with applications bought from different suppliers and to connect them without much effort.
Increase in knowledge sharing
Integration must be effective in all departments and information must be readily available. In 2017, the flow of data and collaboration between the branches of the company will continue to rise.
Roles have to be rethinked to further support the evolution of business profiles created by the ever more demanding new generation of customers.
Each employee of the three functions who are closest to the customers (sales, marketing and service) must be prepared to perform functions which are not part of their initial duties.
Adaptability is key to survive in this very competitive environment.
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