How is CRM set to change in the coming years?

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Customer relationship management (CRM) has been a part of the business landscape for a very long time, while automated CRM systems have also gained a great deal of traction over the last few years.

However, the emergence of big data, the mobile revolution, the increasing emphasis placed on social networking and other factors are all coalescing to produce conditions that could see the CRM market change a great deal over the coming few years.

Microsoft Dynamics CRM has recently announced a host of updates that will be made to its software as the company attempts to compete with its rivals in what is an increasingly crowded market. There is little doubt that its counterparts will also be planning new moves as they hope to keep up with the mercurial marketing world.

Christopher Bulchotz, director of content marketing at Relayware, recently suggested that CRM needs to change to keep pace with the shifts seen in communications.

Writing for CRM Buyer, the Relayware chief pointed to the emergence of mobile as a key factor in these developments. In this area, successful and effective integration remains the exception rather than the rule, he explained.

“It should be about the data that’s entered into CRM via mobile devices, with access to some critical content. Determining which data and which content requires some thinking, along with a reassertion of the goals of the organisation’s CRM effort in general,” he declared.

What this means is that organisations purchasing the software – as well as the vendors that supply it – need to take steps to think about how they wish to use their CRM processes to engage with customers.

Business intelligence developments and social CRM are also going to be big in 2014 and onwards, concluded Mr Bulchotz.

“Unless CRM and marketing automation are integrated, running analytics on the two in a way that yields results about the effectiveness of marketing becomes extremely difficult, and finding those insights can force companies back to manual processes,” he said.