In the digital age, almost all enterprises have been baptized by digitalization. As one of the indispensable business systems in the digital transformation of enterprises, CRM has also attracted more and more attention from enterprises.
Throughout the development trend of CRM, the current CRM system has extended from the early single-point management that mainly records & collects customer information and manages sales to the business scope that covers the entire customer journey that integrates "marketing, sales, and service" . This article will also discuss with you the 6 major development trends of CRM in the future.
1. Connection
At present, the marketing of enterprises is no longer limited to internal sales process management, but pays more attention to internal and external connections such as marketing business, data, application empowerment, and communication collaboration. This will inevitably connect the R&D, production, marketing, service, administration, HR, finance and other departments within the enterprise with external partners, customers, services, commodities, suppliers, etc., thus evolving into an interactive business tool. Thereby expanding the sales value.
Especially in the context of the industrial Internet, CRM will also be redefined. CRM will no longer be a sales tool for managing customers, processes, sales personnel, and sales resources, but will evolve into a customer-centric and internal marketing collaboration. operating platform. Make R&D, production, marketing, service, and even finance and other departments better collaborate, and drive more efficient collaboration between the entire business and customer centers. Therefore, there will be a big gap between the "connection" of CRM in the future and the "connection" of the Internet era.
2. Intelligent
Every customer journey is unique, and every customer touchpoint matters. Therefore, CRM intelligence will also be an important topic and development trend, especially with the development of artificial intelligence technology, the system can undertake most of the low-value work through efficient workflow automation, so that salespeople can focus on In high-value tasks such as customer follow-up and formulation of communication strategies, sales staff can be more efficient and work more conveniently. In addition, the intelligent capabilities of the CRM system can be used to analyze potential customers or customer behavior or needs, so as to push more personalized content, provide better customer experience, and promote customer transactions.
3. Integration
In the past, toB companies mainly carried out digital construction through outsourcing and customization, which led to a very serious problem of enterprise information dispersion. Different point systems such as marketing systems, sales management systems, financial systems, and customer service systems were deployed. Each independently constructed The system has its own small closed loop, the data layer is broken, and no end-to-end closed loop data is formed. Therefore, if an enterprise needs to analyze the overall operation and management data, there are very large limitations, and the overall collaboration efficiency is low.
Therefore, integration has also become the key layout direction of major CRM manufacturers. It is used to break the problem of data islands in the entire sales business chain, and to connect all valuable data, so that enterprises can truly achieve business goals. Automated management and forecasting of marketing. It is understood that Fenxiang Sales is relatively early in the construction of integrated capabilities, and now has relatively mature integrated capabilities.
4. Platformization
Due to the rapid iteration of the market environment and the diverse scenario and individual needs of enterprises, standardized CRM products cannot fully meet the needs of users. Product integration and application platform capabilities have also become one of the key capabilities of domestic and foreign CRM manufacturers. The low-code PaaS platform emerged as the times require, and it has also become the core consideration index for enterprises in the selection of CRM.
As customer needs and business scenarios continue to change, many companies will use CRM according to their own unique insights and operating methods, and will also put forward some personalized requirements. Especially for medium and large enterprises, they have many years of industry experience and enterprise management and operation systems, and they need CRM systems that can be customized to meet the development needs of enterprises. In order to realize the personalized customization needs of enterprises, the CRM system needs to use powerful platform capabilities to expand functions, optimize processes, and integrate peripheral systems through low-code methods, so as to establish a more efficient and smarter operation management system.
5. Industrialization
As we all know, different types of CRM customer groups, due to different attributes such as business nature, industry, scale, and development stage, will lead to large differences in the characteristics of customer management needs, and the requirements for CRM are also very different. Therefore, the industrialization of CRM is very important. Industrialization means being more exclusive. Through the collection of industry wisdom and in-depth insights and analysis, we can understand customers better. For example, Funshare has been taking the road of industrialization in recent years, and has been deeply involved in the manufacturing, high-tech, modern enterprise services and fast-moving consumer goods, agriculture and animal husbandry industries, and has served more than 5,000+ large and medium-sized enterprise customers.
6. Ecological
From the perspective of the development of the entire SaaS industry, open connections are inevitable for the development of enterprises. The complexity and particularity of the Chinese enterprise market determines that it is impossible for any enterprise to solve all the problems of customers by itself. Therefore, in the digital age, integration among multiple systems becomes inevitable. Through the connection between multiple business systems, it helps enterprises realize business automation processes, so as to improve the overall efficiency.
As a "connected CRM", Fenshare has always been an advocate of connection and openness. Based on the support of its own connection gene and product technology, it not only helps enterprises to open up the connection between internal and upstream and downstream enterprises, but also realizes cooperation with Ali DingTalk, Enterprise WeChat, Kingdee, Huawei Cloud, Wisdom Teeth, Fenbeitong, Yikuaibao, etc. Multi-heterogeneous interconnection and intercommunication meet the product needs of enterprise integration.