CRM's New Normal: It's Complicated
CRMBuyer, March 29th, 2021
As we slowly climb out of the Covid anis horribilis, advocates of the new normal (whatever that is) may wish to temper their prognostications about working from home or working from anywhere

"While those are good ideas, and the new crop of CRM apps that support such hybrid work lives are genuinely cool, they might only demonstrate the deep functionality of CRM companies' platforms and not a social movement.

In other words, they may not be predictive of long-term approaches to business. Let's not put all of our eggs in that single Easter basket -- don't cancel your lease on high rises in your favorite city because you might still need most of the workspace..."

For a 30-year-old technology category, it is amazing to see the CRM (customer relationship management) industry continue to grow at a staggering rate. Why?

"Because CRM is at the heart of every business that wants to compete on customer experience. It enables companies to access 360-degree views of customers in real time to drive reliable, trusted, personal, and in-context experiences along customer journeys.

Here are three trends that are particularly important these days:..."

Over the course of the past year, adjusting to the challenges of the pandemic on business has made the customer relationship management system an essential tool for maintaining and growing a customer base

"As a result, CRM platforms have evolved into something more than just a digital Rolodex to manage customer contacts.

A key aspect of succeeding in customer management tasks involves addressing the customer experience. Brands and retailers need to become customer-obsessed in 2021 in order to improve the customer experience, suggested Jennifer Conklin, sector lead of unified commerce at Capgemini North America..."

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