Market Expectations of CRM Tools in 2021
Where is CRM software heading? What directions do CRM tools currently have that must be in your company’s interest if you wish to stay relevant in this competitive market? CRM is a relatively new business that is growing bigger day by day. Companies and software developers are constantly talking about providing the best customer experience for clients and which strategies or solutions play a crucial role in moving businesses forward. However, these trends tend to emerge and disappear quite frequently according to the public’s taste. So, from an organizational perspective, which tools, trends, or directions should you follow, and what should be your main area of focus?
In this article, we are going to look at market expectations of CRM tools in 2021.
Automation via AI
So, if you have read a little about what makes a good CRM and what they do, you most probably know that CRMs use Artificial Intelligence as a tool to manage companies’ relationships with their clients more efficiently. What AI does in advanced CRM systems, in simple words, is that it creates “personalized agents.” Using machine learning, AI discovers clients’ needs and what they want from the seller. This way, the CRM will be enabled to provide more automated assistance for the user.
Most probably, the biggest advantage that AI has brought into business is its capacity to take over mundane manual tasks that would take literally forever if we were to do them by ourselves without the help of “the machine.” Robotic automation has contributed to increasing our productivity immensely.
The other benefit of using AI in CRM is the thorough how CRM analyzes your data. Customers’ calls, conversations, purchase history, patterns, etc., are analyzed by AI to create a profile for each customer that will give the sales agents and representatives a better understanding of the customers. Ultimately, using these profiles, your team will be able to have a more personalized interaction with their clients.
With enough data, AI is even said to be able to predict what questions the agents will be asked during their conversation with current or prospective clients. Now, imagine if you had that tool, how much more efficiently your team would be able to work. So, if you are into CRM and are looking to purchase one for your business, AI is something to keep an eye on.
It has been a long time that almost all software developers are highlighting the importance of mobility of CRM systems. However, this feature has been even more critical in the past couple of years. The Covid-19 pandemic added to this emphasis that we need to adapt ourselves and our CRM systems to become more mobile. At the beginning of the whole world going online over almost one night, some companies were struggling as they were not able to receive the same quality of work from their staff working from home due to the lack of necessary tools which they had access to only at the office.
Nowadays, the workforce in any field and business is scattered across the globe. Accessibility to your clients and also the company’s data from anywhere and anytime is more important than ever.
Our advice as professionals who work in the field of CRM development is that you, as a business owner, should not underestimate the value of mobility.
The Simpler, The Better
In CRM business and development, the prediction for 2021 is that the market will keep going towards making things simpler and easier to use. Over the years, CRM systems have been improved and evolved so much that, at some point, it helps salespeople to use them in the most efficient and quickest way possible. Too many tools and features that are added to some CRM systems have made the platform over-complicated and have become confusing for the users.
In 2021, the change is predicted to be more about the effective utilization of applications rather than the applications themselves. In the near future, almost everyone will have access to the same basic capabilities of CRM systems. Therefore, CRM vendors will need to think about enabling even more customization for the users so that they can use the software in the most convenient way possible.
This is another ability that artificial intelligence has added to CRM systems. Predictive analytics means that AI will improve the ability of a CRM system to anticipate patterns in advance and take necessary actions on its own. A good example of this could be the smart segmentation of customers based on their interests, personality types, shopping history, screen time, and so on.
Artificial intelligence in the CRM system is also capable of identifying patterns of behavior in clients and using them to increase sales opportunities. Predictive analytics can provide real-time insights for your sales reps and agents into clients’ preferences, interests, and what might trigger them to make a purchase. Thanks to these insights, your sales team will be able to readily respond to market dynamics and shift from solution-dependant sales to insight-dependant sales.
If you are searching for a CRM system to purchase and you look at some of the lists that tell you what things you should be paying the most attention to when buying a CRM, chances are really high that integration will be on the top of most of these lists.
Companies and organizations use so many different apps and websites for their business that they do not want the CRM system to be extra software in their work. By implementing a CRM system into their business, they are hoping for a place everything will be centralized. All the data they need, and everything a sales team needs, must be easily integrated with any other tools or software that the company has been using.
And in fact, that is the reality of CRM systems these days. CRM providers already offer a lot of integration with various platforms, and this trend is going to continue growing the same as before. However, as a buyer, it is important to consider which integrations will suit the needs of your company best.