On the CRM Technology Horizon
After months of assessing features and functionality, ISM Inc. recently released the winners of its Top 15 CRM Awards in both the enterprise and SMB categories. What is most interesting to me are the trends ISM noted while judging the applications.
Three in particular stood out to me.
1. The democratization of data.
CRM vendors are increasing integrating analytical tools and functionality into their applications. This is giving business users and other front-line employees greater visibility into the data they need to make informed business decisions and better serve customers.
2. Connecting the disconnected.
Mobile CRM is finally giving the accessibility it has long been promising. CRM vendors more and more are offering either natively mobile or bundled mobile CRM applications, compatible with a variety of handheld and wireless devices. As a result, mobile users are gaining improved access to time-sensitive customer and product information, allowing them to deliver better service, improve their productivity, and boost sales results.
3. Thinking multichannel.
Recognizing the value their customers are placing on social media, CRM vendors are offering Web 2.0 functionality that enables online collaboration with customers and partners. A growing number of CRM applications offer links to blogs, online communities, and other social networking sites, as well as access to technologies like widgets.
What CRM technology trend do you think will have the biggest impact on your customer strategy over the next 12-18 months?
