Action packed future predicted for CRM in 2015

Market experts from the CRM domain are hoping that big changes will be witnessed next year along with good reason. 

According to recent study, the altering client needs, restive personnel and also an essential requirement to retool. There were certain other predictions made on the basis of the findings of the study such as 

- Restive clients 

It has been found that the clients are not really satisfied with their experiences in regard to contact center. This is true when the Generation Y members, who are demanding a choice of varied interaction points apart from the phone comprising of web chat, smartphone applications and social media. 

In fact, it recently came to light that the Generation Y clients are currently reporting that telephone is their fourth choice when it comes to interacting with customer care professional. 

- Staff turnover rate 

With the movement of contact centers to new communications platforms, the front line client service staff are increasingly leaving these positions at an increasingly rate. 2015 is likely to witness the stress on offering proper CRM training, support along with state of the art tools used for recruiting and retaining CRM staff. 

- New interaction modes 

It has been found that the web chat communications system is likely to be the solution for rising end-user dissatisfaction as clients aim for seamless interaction transitions from one channel to the next. Many experts have expressed their prediction for the short term future of CRM. 

- Experimenting and reacting to mobility 

2015 is likely to see a series of retail experiments taking place with location-based mobile apps, mainly with in store offers to push the impulsive purchases in every section. As most of the smartphone and tablet browsers can now offer location details to HTML5-based Web apps, most of the location based apps will be downloadable so that the app will enjoy a seamless, constant awareness about the exact location. But large chunk of the purchasing public will offer reactions such as annoyance and fear both, so the retailers need to take careful step. 

- Convergence

It is being envisioned that the activity revolving around convergence and integration of the marketing automation with CRM will hog limelight next year. As most of the CRM service providers are eyeing to acquire digital marketing vendors, more activity is likely to be seen in the coming few days.

- Increasing monitoring of social media 

It is likely that there will be a rise in the count of firms that will want to carry out social media monitoring in conjunction with CRM in 2015. This trend is likely to become huge in 2015. Although, it may take some time for the tools to be completely integrated, clients are now starting to make use of the varied set of technologies together to locate the influencers and also leads through social media monitoring and make them part of their CRM tool for further action. 

- Privacy and permissions 

Experts are hoping that there will be growth in the information known about the clients from their digital interactions to continue their growth. It can be helpful only when used properly as organizations should invest in strengthening relationships in the same way they have opted for investment in collecting and organizing data. Users to an extent are ready to let go of their privacy concerns for attaining their target. 

Hence, companies are required to inculcate a trustworthy relationship if they want their clients to freely share their personal data. 

- Gmail Integration 

There are currently varied CRM vendors who have created integration for the Google apps. As no vendor comes with the perfect approach, hence the ability to bring Gmail into a CRM environment is appealing. 

- Making use of data cleaning tools 

It has been found that the firms are opting for investments in cleaning up the CRM data, which acts as a constant weakness for various organizations. Wrong and duplicate details can add cycles to the work of call center and sales professional and also lead to both the errors and missed opportunities. Data cleansing continues to be a challenge. But with the increasing number of tools are powerful and cost efficient which is again pushing firms to display commitment to this process. 

- Implementing the workflows

As more firms have started to display interest in CRM workflow automation, which offers a firm with the right opportunity to pen down their own rules in connection to how CRM is applied to the sales and support functions, moving of data to the right people at the appropriate time, generating notifications and alerts and general enhancement of CRM efficiency. 

So, 2015 will witness a lot of action in the CRM domain with a series of challenges and opportunities to take count of and reviewing them. 

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