Here at Aurea, we’re closely observing happenings in the CRM space as we continue to evolve and build out our differentiated product vision for Aurea CRM. Recently, I was asked to share some of my perspectives on the future of CRM in an article for a German publication called Big Data Insider. For those of you who read German, feel free to take a read and let me know your thoughts.
For the rest of you, I’ll summarize my key points here. Two of the biggest trends we’re seeing in CRM these days surround mobile and big data. Mobility (and in particular, offline enablement, which we offer through Aurea CRM’s mobile clients) is especially key for driving sales adoption amongst reps who are always on the road, often in areas with poor Internet connections. In addition, intelligent CRM capabilities are becoming more and more critical for modern solutions, as buzzwords like artificial intelligence and machine learning start delivering real value. Every business is looking for ways to increase work productivity, and CRM systems of the future will enable this through more sophisticated customer intelligence that proactively detects important patterns in your customer activity, relationships and networks.
Of course, with all this data, security is increasingly critical for CRM systems, especially here in Europe where GDPR is top of mind. And finally, social is an area that no sales team should overlook, since these channels contain a treasure trove of valuable information about your customers that can be leveraged to inform and accelerate sales cycles.
What additional trends are you seeing in your business? I look forward to discussing these topics and much more with those of you who are joining us at Aurea Experience 18 in Munich next month.