CRM Trends for 2014

CRM Trends for 2014

Written By: Eric Gjerdevig

from January 14, 2014

Many factors are going to drive changes in 2014.  Old school advertising is becoming less effective, customers are becoming dramatically more sophisticated, and engaging your customer’s (the way they want to be engaged) is more important than ever before.  To start 2014, we offer 4 trends to watch related to CRM (Customer Relationship Management):

Social

Social CRM is an emerging discipline.  Social CRM is most commonly understood to be the use of social media services, techniques and technology to enable organizations to engage with their customers.

Efforts will increase this year to improve the effectiveness of social media marketing and to create more shareable moments.  This includes segmenting your customers by social role, and using social activities to support search engine optimization and a holistic view of the customer.  As client relationships grow, collected details from their social media profiles will help foster long-term relationships.

Engagement

Customers have more choices than ever! This affords them the luxury of demanding more for less. Because we need to focus on the client, consider how your CRM solution can efficiently engage your customers directly. This is the year that CRM will offer a holistic experience across the company and allow for knowledge sharing and smart communication. Let customers update their information with you and provide you more details in their profile. In this social media age, you’ll likely find that many customers respond to this level of engagement. Using your CRM solution to provide loyalty programs, customer portals, and gamification offerings will expand and play an integral role in the customer experience.

Personalization

In order to be effective in 2014, companies will seek to know more about their customers and use that insight to talk, engage and interact with them more often and in more meaningfully ways (including content, mobile, apps, blogs, and social). Consumers are becoming more sophisticated which means that companies need content that is interesting and relevant.  They need to make emotional and rational connections that drive engagement. Consumers want in-depth information, and they want it now. Marketing will become much more targeted because we’ll do less mass mailing of content to everyone and start tailoring messages to people based on their needs and interests.  We’ll use CRM to drive more segmented lists and work to give our customers what they want to receive.

Connected

Having a CRM system with a seamless integration to your email used to be enough…not in 2014. It is now incumbent upon us to guide a holistic strategy and customer experience.  Mobile is now mainstream, and will continue to grow and dominate. We must now start with mobile and evolve from there.  It’s expected by employees and customers alike. We need to ensure we are developing a differentiated value proposition for the organization along the way. A CRM system must be connected to our staff and customers, work from any device, integrated to our ERP solution to provide access to additional information, and connected to social media and various web properties to fully engage clients. In the most successful cases…a CRM system becomes a central hub for any information related to a customer (one stop shop).