CRM is now very trendy. Many respected companies have already built their strategy in accordance with the principles of CRM and have acquired systems that support these principles. Such companies received a serious competitive advantage, providing more comfortable conditions for their customers. But time goes by and the situation changes. What are the changes for the future of CRM? Will the now popular CRM remain relevant in future?
Until now, the companies’ investment in the development of their CRM strategy seemed quite adequate. Companies using advanced CRM strategy could provide more convenient conditions for customers, which positively affected the competitiveness of these companies. If the company front office did not use the CRM system, then the competent implementation of such a system could improve its efficiency by several times by creating a unified information environment and automating business processes. If the system allowed to integrate the front office and back office, then there was an opportunity to improve the efficiency of the back-office.
The technology is constantly developing, and a lot of things are changing. Let’s consider what can change in the world of CRM, and what is already changing.
Will the power of influence of CRM strategy affect the company efficiency? Probably not. Such components of CRM strategy, as the word organization in a single system with a single database, automation of the company business processes, make the company’s work more efficient.
Will the implementation of CRM strategy provide a competitive advantage for the company? This issue is quite disturbing for both companies now using CRM as a competitive advantage, and for companies engaged in the development and implementation of CRM systems. Now, when many more companies are not given the highest quality of customer service, CRM really can provide a serious competitive advantage. Over time, more and more companies understand and accept this. More and more companies are investing in the development of their units responsible for customer service. The number of solutions from the developers of CRM systems is rapidly growing. There are more and more industry solutions already configured to solve common problems specific to these industries.
What all this leads to? The growth in the number of solutions is accompanied by an inevitable decline in prices for software products. In addition, there are excellent free (open source) products with free licenses. This, in turn, makes the implementation of CRM more attractive to more companies. Now, with less investment in the implementation of CRM system, you can get all the benefits of its use.
What is the result of such wide availability of CRM? Now, when even a small company can afford using a CRM system, CRM ceases to provide a competitive advantage! A competitive advantage can be provided by a unique or not widely used technology. When technology becomes widely available and becomes massive, it ceases to provide a competitive advantage.
Does CRM have a future? If CRM does not provide an advantage over competitors in the market, will the use of CRM strategy be relevant? Using CRM strategy and supporting its modern technologies, will not only be relevant, it will be necessary! CRM will soon cease to give a competitive advantage but will be an indispensable element of each company to meet market requirements.