The importance of connected CX technology.

Data is everything.

In the past, CRM tools and technology were considered to be only relevant to sales and marketing, but increasingly other departments such as customer support, supply chain, HR, and partner management have come to rely on the same customer data. A common customer data profile is critically important when sharing information across front- and back-office operations. It also heavily influences a company’s overall CX strategy and how effectively the business can meet modern customer expectations.

In the beginning, there was CRM.

Using software to manage customer data, build relationships, and drive sales has its roots in the 1970s when organizations began to store and track increasingly complex customer data. But it wasn’t until the twenty-first century that online CRM took hold. As mobile technology gained popularity, Siebel, Oracle, and other companies developed mobile CRM and cloud-based solutions. By 2010, there was a plethora of point CRM systems and CRM quickly became the center of front-office activity and customer knowledge at companies large and small.

The problem with CRM silos.

Businesses today leverage a wide array of cloud-based CRM software for multiple lines of business including sales (sales force automation), service (customer service automation), and marketing (marketing automation). This proliferation of point CRM solutions is due to isolated decision-making at the line of business (LOB) level. In fact, it’s not uncommon for a company to have several CRM technologies harboring multiple versions of customer data. Today, modern organizations now realize that this tactical cloud adoption is a costly inhibitor to reaching future digital growth goals. Which is why many organizations are now looking to consolidate point CRM solutions and partner with leading all-in-one technology vendors.

The case for intelligent, integrated CRM.

Our digital lives increasingly mandate more from CRM software. There are more customer channels and more data than ever before. The sheer amount of data created today outpaces the capabilities of many CRM systems that were developed years ago. Instead of adopting more point solutions from multiple vendors, businesses are considering a single technology and innovation partner who can deliver a complete customer experience platform that connects all LOB applications, consolidates customer data, embeds analytics and artificial intelligence, and offers preferred experiences at scale. This is otherwise known as CX technology.

What Is Sales Force Automation?

CRM for Sales Teams

As part of a connected CX ecosystem, modern sales force automation (SFA) gives sales teams a clear advantage. Today's mobile sales force needs to leverage a solution that’s modular as an application yet connected to a larger CX platform. It needs to be easy to use and provide the relevant information needed to progress and close deals. Sales management needs real-time insight into pipeline opportunities and sales numbers and an efficient way to manage sales reps on the go.

• Deploy quickly and take advantage of an intuitive user interface
• Drive sales results via complete mobility and multiple screens
• Optimize sales performance with powerful analytics
• Drive productivity via integrated communication, coaching, and team selling
• Drive demand across all channels with modern selling tools

What Is Marketing Automation?

CRM for Marketing Teams

Marketing automation refers to the technology and processes that deliver the right message to the right person at the right time. This is accomplished using a variety of communication channels and requires the ability to quickly collect customer data, gain insight, and parlay that insight into action. Just like SFA technology, connecting this data is key. As part of a connected CX platform, modern marketing automation technology enables marketers to create personalized, meaningful experiences for customers, turning casual prospects into passionate advocates and achieving more revenue faster.

• Aggregate marketing data and target the right customers to simplify and streamline the customer experience
• Orchestrate individualized, relevant customer experiences across channels
• Analyze marketing performance, attribute revenue, and gain better insight into the customer experiences you provide

What Is Customer Service Automation?

CRM for Customer Service

A modern, integrated customer service CRM leverages a multichannel CX environment to provide better service at a reduced cost, monitor social media to identify and address potential service issues, and help drive higher sales conversions. When service and support are required, understanding the complete customer journey is critical. Bottom line: customer service is better when reps leverage a complete customer profile shared by sales and marketing.

• Make it easy for customers to engage with businesses—and get the information they need
• Make it easy for businesses to serve customers more efficiently through self-service content, online chat, click-to-call, and virtual assistants
• Easily adapt to business needs by bringing flexibility to the customer service organization

Rising Expectations Turn Customer Experience into a Competitive Advantage

Customers expect consistent experiences regardless of where the interaction takes place—on social media, in-store, on a mobile app, or through a call center. Businesses that fall short of these modern CX expectations stand to lose revenue. In hypercompetitive, commoditized markets, customer experience is a competitive advantage and businesses need more than siloed CRM solutions. They need a complete CX platform of modular, yet connected, CRM systems across sales, marketing, customer service, and ecommerce.