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Impel CRM to the next Level using Technology Advances

Published on 14 December 15
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Customer Relationship Management is definitely one of the key pivotal areas in business management and has a far reaching impact on the bottom line results of a firm. Every business can capitalize on immense gains through optimizing CRM in the most effective way. It has the power to revolutionize the way a company interacts with clients, handles customer inquiries, advertises its products and establishes long term relationships with its target base.

Today, we all are widely familiar with the imperative role of technology in moulding the way of business functions. Fast paced advances in technology have made CRM software solutions universally acceptable and indeed enable a business to build a strong rapport with existing and potential customers. Some of the most effective CRM processes and strategies have been successful because of the underlying technologies that enable and support them. There has been a recent surge in major technologies which have had a significant impact on how businesses operate by changing the customer-firm dynamics.

Social Media:

We have been witness to the social media boom in the previous decade or so. The way a business interacts with its customers and prospective clients on social media speaks volumes about its perspective on relationship management. Organisations need to adopt strategies which capitalise on social technology (Facebook, Twitter etc.). Today, social networking can help a firm achieve a personal connect with its customer base, where they feel they are being targeted with products or services suitable to their need. Technological advances has made it possible for businesses to be responsive to the needs of a customer by facilitating real time interaction between the two parties.

Impel CRM to the next Level using Technology Advances - Image 1

For example: Many companies are receiving customer grievances through social media, thereby showing their concern towards the customer and also earning goodwill through immediate action. Similarly, social media can be used as a powerful tool to solicit genuine feedback from customers, which can further be used for strategic decision making. Various applications such as UserVoice and GetSatisfaction let software developers enrich the end user experience based on the feedback / criticism given by customers. Firms can ensure customers feel that their opinion is valued by taking prompt action on feedback received through such portals. These tools also help a firm continuously measure outside perception of a company's products or services and help in image management.

Experience Driven Relationship Management:

The latest trend in the business arena is to drive relationship management through providing a holistic experience which will transform a customer’s thought process. A business endeavours to sell a whole rounded experience, which may be personalized for maximum customer delight. A number of CRM providers such as Adobe, Oracle and Salesforce have adopted this philosophy by rendering a number of options to organisations to map their customer journey. This enables firms to map out a customer’s entire experience and incorporate innovations to increase customers’ prime satisfaction levels.

Voice over Internet Protocol (VoIP):

The newest buzzword in business operations is VoIP and this technology is extensively being harnessed by companies for the immense benefits accrued through it. Voice over Internet Protocol (VoIP) technology lets customers use the Internet to make and receive telephone calls between two or more parties. This technology helps businesses transcend beyond the barriers of geographical distance, thereby enabling customers and employees to remain in touch irrespective of location. Service providers such as Ring Central and 8×8 have made the traditional business phone system redundant and there has been a massive and radical adoption of VoIP infrastructure in organisations.

The seamless integration of Voice over Internet protocol technology with CRM processes ensures a number of potential advantages i.e. customer empowerment, reduced operating costs, strategic data collection and overall harmonizing of employee-client relationships. A business firm which operates a VoIP solution with CRM software can also facilitate the gathering of actionable data related to business performance. Specialized analytics incorporated into CRM software can be utilized to analyse customer calls to gain an insight to their preferences. Some firms conduct an in-depth analysis of how long customer service calls take and calculate how long a customer is on hold. This data can serve a mine house of valuable data for firms and enable them to provide a better enriching experience to customers.

Mobile Apps:

In today’s fast paced world, everyone can be seen hooked on to their mobile phone. Mobile devices are most commonly used by customers to access the internet and communicate with businesses. Most CRM vendors are now offering a gamut of mobile friendly solutions, which can help firms remain in constant touch with their customers through their mobile handset. Wireless connectivity will aid firms to facilitate communication with customers in a convenient and cost-effective manner. A business can gain outlook on consumer’s buying habits, volumes and trends through mobile CRM tools, leading to increased productivity.

Big Data:

One of the hottest emerging trends for business operations in the past decade has been the systematic capture and analysis of large volumes of data. Big data CRM refers to the custom of merging big data into a company's CRM processes. A business can accrue a number of advantages through this such as improved customer service, prediction of clientele behaviour and structured decision making. Big Data techniques make it possible to process, store and analyse massive amounts of unstructured data and utilize the information to provide specialized customized service, thereby increasing customer delight.


It is a real challenge for business organisations to sustain a competitive advantage through the use of differential technologies in Customer Relationship Management. In the times to come, only those enterprises will succeed which pragmatically plan to incorporate technology in their long term customer relation strategies and ensure their customers get a complete customized experience. Wireless internet access, improved software development tools, business intelligence and social networking
allow businesses to interact with customers in ways that were previously unimaginable. Hence, it is essential for business models to leverage technology in CRM tools to ensure that it serves as strong revenue driver.


Customer Relationship Management is definitely one of the key pivotal areas in business management and has a far reaching impact on the bottom line results of a firm. Every business can capitalize on immense gains through optimizing CRM in the most effective way. It has the power to revolutionize the way a company interacts with clients, handles customer inquiries, advertises its products and establishes long term relationships with its target base.

Today, we all are widely familiar with the imperative role of technology in moulding the way of business functions. Fast paced advances in technology have made CRM software solutions universally acceptable and indeed enable a business to build a strong rapport with existing and potential customers. Some of the most effective CRM processes and strategies have been successful because of the underlying technologies that enable and support them. There has been a recent surge in major technologies which have had a significant impact on how businesses operate by changing the customer-firm dynamics.

Social Media:

We have been witness to the social media boom in the previous decade or so. The way a business interacts with its customers and prospective clients on social media speaks volumes about its perspective on relationship management. Organisations need to adopt strategies which capitalise on social technology (Facebook, Twitter etc.). Today, social networking can help a firm achieve a personal connect with its customer base, where they feel they are being targeted with products or services suitable to their need. Technological advances has made it possible for businesses to be responsive to the needs of a customer by facilitating real time interaction between the two parties.

Impel CRM to the next Level using Technology Advances - Image 1

For example: Many companies are receiving customer grievances through social media, thereby showing their concern towards the customer and also earning goodwill through immediate action. Similarly, social media can be used as a powerful tool to solicit genuine feedback from customers, which can further be used for strategic decision making. Various applications such as UserVoice and GetSatisfaction let software developers enrich the end user experience based on the feedback / criticism given by customers. Firms can ensure customers feel that their opinion is valued by taking prompt action on feedback received through such portals. These tools also help a firm continuously measure outside perception of a company's products or services and help in image management.

Experience Driven Relationship Management:

The latest trend in the business arena is to drive relationship management through providing a holistic experience which will transform a customer’s thought process. A business endeavours to sell a whole rounded experience, which may be personalized for maximum customer delight. A number of CRM providers such as Adobe, Oracle and Salesforce have adopted this philosophy by rendering a number of options to organisations to map their customer journey. This enables firms to map out a customer’s entire experience and incorporate innovations to increase customers’ prime satisfaction levels.

Voice over Internet Protocol (VoIP):

The newest buzzword in business operations is VoIP and this technology is extensively being harnessed by companies for the immense benefits accrued through it. Voice over Internet Protocol (VoIP) technology lets customers use the Internet to make and receive telephone calls between two or more parties. This technology helps businesses transcend beyond the barriers of geographical distance, thereby enabling customers and employees to remain in touch irrespective of location. Service providers such as Ring Central and 8×8 have made the traditional business phone system redundant and there has been a massive and radical adoption of VoIP infrastructure in organisations.

The seamless integration of Voice over Internet protocol technology with CRM processes ensures a number of potential advantages i.e. customer empowerment, reduced operating costs, strategic data collection and overall harmonizing of employee-client relationships. A business firm which operates a VoIP solution with CRM software can also facilitate the gathering of actionable data related to business performance. Specialized analytics incorporated into CRM software can be utilized to analyse customer calls to gain an insight to their preferences. Some firms conduct an in-depth analysis of how long customer service calls take and calculate how long a customer is on hold. This data can serve a mine house of valuable data for firms and enable them to provide a better enriching experience to customers.

Mobile Apps:

In today’s fast paced world, everyone can be seen hooked on to their mobile phone. Mobile devices are most commonly used by customers to access the internet and communicate with businesses. Most CRM vendors are now offering a gamut of mobile friendly solutions, which can help firms remain in constant touch with their customers through their mobile handset. Wireless connectivity will aid firms to facilitate communication with customers in a convenient and cost-effective manner. A business can gain outlook on consumer’s buying habits, volumes and trends through mobile CRM tools, leading to increased productivity.

Big Data:

One of the hottest emerging trends for business operations in the past decade has been the systematic capture and analysis of large volumes of data. Big data CRM refers to the custom of merging big data into a company's CRM processes. A business can accrue a number of advantages through this such as improved customer service, prediction of clientele behaviour and structured decision making. Big Data techniques make it possible to process, store and analyse massive amounts of unstructured data and utilize the information to provide specialized customized service, thereby increasing customer delight.

It is a real challenge for business organisations to sustain a competitive advantage through the use of differential technologies in Customer Relationship Management. In the times to come, only those enterprises will succeed which pragmatically plan to incorporate technology in their long term customer relation strategies and ensure their customers get a complete customized experience. Wireless internet access, improved software development tools, business intelligence and social networking allow businesses to interact with customers in ways that were previously unimaginable. Hence, it is essential for business models to leverage technology in CRM tools to ensure that it serves as strong revenue driver.

This blog is listed under Development & Implementations and Enterprise Applications Community

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