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CRM for the Next Generation Customer Experience

Published on 01 May 18
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“The use of internet communication channels and technology for enhancing the customer relationship management and customer experience management.”

The major task that CRM helps organizations to do is to make personalization and automated messaging to the customers easier. Yes, CRM’s are used for providing a 360-degree picture of customer preferences and their buying habits.

The study of Customer experience has become a very crucial tool for maintaining a certain quality of relationship with them. The digital platform has recently experienced a transformation which has resulted in a customer revolution where customers love to stay informed and socially engaged with other customers and brands they do business with.

There was a time when price and brand name made a difference to customers purchasing habits. Today, experiencing something extraordinary with their engaged brand has taken the center stage and this is where businesses need to focus.

But how can businesses go beyond the expectations of the digitally enlightened customers?

Yes, why not! Every business owner wants to have a competitive edge over the competition. The answer is hidden in the title of this article only! However, we are not here to play a game of riddle with you.

You need to take the digital world on your side to gain an advantage over your competitors. And how can you do so? What can you use from this digital repository that will help your business in providing the kind of experience your customer wants for creating a long-lasting relation with them.

Today, your customers have become tech-savvy and it’s not a terrible thing. If you want to make effective use of the digital world in creating your brand image, then you will require an audience that is already booming in that department.

“93% of B2B buying begins with an internet research. - Research
The above stat makes it evident that internet research is the priority that comes to the customer's mind when they are deciding to purchase something. This way they can list out and decide with whom they want to do business with.
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“76% of customer management executives and leaders agree that customer experience is a high priority to their business – Customer Management IQ ”
In another study, Walker mentioned that by the year 2020, customer experience is going to become the major differentiator for customers; around 50%!

Let’s give you some more insights on how you can make appropriate use of the NextGen CRM tools for creating a better and complete customer experience.

Back in 2012, only 30% of the companies interviewed by Gartner wanted to compete on the basis of providing superior customer experience. Last year the percentage jumped to a whopping 90%.
This only proves the fact that superior quality of customer experience will provide the competitive edge to the businesses in the times to come. These businesses will also need to become more proactive in their approach towards interacting with the customers.
How can you become proactive while interacting with your customers?
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The answer is straightforward; by anticipating their current and future needs and catering to it without any fail.

There are various technologies available in the market that can help you out in doing the above-mentioned thing, but a next generation CRM that can provide you reports using

  • AI (Artificial Intelligence)
  • Digital Behavior
  • Various Online Patterns

A CRM system is generally known as customer relationship management system but nowadays it is also called customer relationship marketing.
  • The next gen CRM can help you out in your marketing and sales campaigns.
  • They can provide you various type of assistance when it comes to managing the customer data.
  • The intuitive sales pipeline lets businesses keep a tab on the latest occurrence in the sales funnel.
All these factors matter a lot in providing the customer with the best experience so that he keeps coming back to a business.
So how does the next gen CRM help you

Anticipating Customer Needs

With the digital revolution, customers today are more informative and keep research as their priority before making any kind of purchase.
  • They are also in diverse types of forums, keeping a closer look at their favorite brands and products.
  • They are like an unstoppable chatterbox that holds talks over the online segment in case a brand mistreats them.
  • Staying in the loop of the customer's online activity has become even more important for businesses.
CRM suites have various marketing automation features that let you stay vigilant and on top of the priority of keeping your customer happy and engaged.
One way of anticipating and listening to the needs of your customer is to send the survey and ask them about their feedback on your products or service.
This can be smartly done under your email marketing strategy where the customer will not mind interacting with you for discussing the pros and cons of your service or products.
Offering Customer What They Actually Want
Today, your customers are not just the average brad earners. Even businesses serve as customers for other businesses.
Many CRM has been developed keeping such a fact in mind that business professionals look forward to an all-in-one solution that can keep that connection to their business data, colleagues, customers, and social trends.
Many CRM comes with in-built invoice creator, many serve as project management tool, apart from serving as a sales forecasting software.
Staying in Touch with Customers
“Every contact we have with a customer influences their decision as to whether they’ll come back. We have to be great every time or we’ll lose them. ”
An ongoing and meaningful communication is the key to the great customer experience.

A next gen CRM system can provide:

  • a wide range of information about your customers
  • past activities and interactions with your business
  • conversations and purchases done

You can utilize such data to lure the present customer's bases with company news, offers and sales campaigns.
With a next gen CRM, segmentation of your existing customer base becomes easy. Doing so lets you send out personalized and well-segmented campaign messages; helping you stay in touch with them.
Responding to Customer Requests

Social CRM is developed with a vision of replying quickly but with facts to the next gen customers. Today, the new age of customer has many queries about pricing of products and services, their features and usage and the value they derive after making such a purchase.

If they do not get an immediate response, then you can be sure that they are not coming back to your site or to your product any time soon.

CRM are integrated with various third-party apps that provide such unique features for your business to stay in touch with your customer and prospects 24/7/365.
The Best Customer Support

As we have focused throughout the article, the new age customer favors online communication for seeking a solution to their problems and lodging their complaints. A CRM enables businesses to stay in touch with their customers and mitigates the issue of communication barrier.

As a customer support software, the CRM lodges each customer query and generate a unique number pertaining to that complaint. It also sends out an automated response to the customer, informing them that their complaint has been lodged and someone from the organization will soon get back to them with a solution at the earliest.

All these complaints are lodged and managed in the central database for future references, so even if the person handling the customer leaves the organization, the new one can refer to the old data and get up-to-speed with the situation and provide the best solution available to the customer.

The email that is generated by the system contains details such as

  • complaint number,
  • information about the inquiry and
  • helpful FAQs.

The Mobility Factor

We are living in the digital world that is constantly on the move. Customers like to use the mobile device that allows them access to many resources.

Even CRM vendors have understood the fact and have launched mobile versions of their CRM for the ever-famous Android and iOS platforms.

With accessibility to crucial customer data on-the-go, businesses can make critical decisions quickly. This way you do not keep your customer waiting. If they are not idle, they will not have the thought of checking out some other competitors and will stay loyal to you based on the customer experience you provide.


Being a business in this digitally-driven market is not easy. You are heavily dependent on customer relationship management as it is one of the most efficient methods of developing and maintaining an everlasting relationship with customers.

The digital age will evolve more in the years to come.

We will witness many technological advancements and for staying ahead of the competition, you will need to focus on strategies that are designed for engaging the digital customer base and keep them satisfied by providing a better experience.

This blog is listed under Development & Implementations , Enterprise Applications , Mobility and E-Commerce Community

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