Unified CRM systems are inevitable for business resiliency: Forrester Study
In recent research by Forrester Consulting, it has been found that companies are tapping into CRM platform deployment to meet the rapidly changing customer expectations and flexible working environments.
Businesses across all industries, in the present scenario, rely on technology including the use of CRM systems to drive personalization, automate and streamline work processes, productivity, business resiliency, and market differentiation.
Let us find out about the various revelations in the research in the upcoming segments.
Findings of the Study
The findings of Forrester’s report also revealed that the usage of CRM systems over the last couple of years has mainly remained low.
According to the study, less than half of the professionals participating in the survey realize that CRM systems have the potential in supporting their whole customer lifecycle.
Also, 73% of the professionals said the CRM use in their organization is fragmented and 50%of employees stated that they cannot access the information easily as all departments do not use the same CRM.
Hence, CRM systems are not exactly delivering on expectations because of the wrong approach of its adoption.
But many organizations are doing it right and are deploying a Unified CRM to Seize the maximum benefit of CRM Implementation so that everyone in the organization can have a single source of truth for their business.
The strategy adopted for CRM use to drive Resiliency
Adoption and Usage of CRM across teams
It has been established that when CRM is used across various teams to support the entire lifecycle of customers, businesses derive tangible benefits.
A survey comparing the usage of CRM across teams versus usage in siloed departments revealed that 83% compared to 67% feel they support the customer lifecycle better. 76% of executives feel they have a better source of customer truth compared to 59%. Also, 72% of them shared that gained a higher rate of their customer experience as compared to the other 58%.
Understanding CRM as the engine of growth
Many organizations are seeing CRM systems as the engine of growth across their whole customer lifecycle. Hence they are adopting Strategies to deploy CRM most productively.
In this context, here is another data from The state of CRM survey that says 81% of business decision-makers believe that their use of CRM technology will expand beyond sales and service/support in the upcoming 5 years.
Unified CRM providing remote flexibility for more resilient teams
As many as 55% of employees fail to provide a better customer experience because of lack of a well-integrated accessible CRM System.
A CRM system when unified is accessible and becomes an essential tool for employees to navigate through a remote workplace while providing great customer experiences to their customers.
To cut a long story short, Unified CRM systems offer organizations a single source of truth for businesses to offer exceptional customer experiences.
Trust and Security
As customers expect to have a trusted relationship based on their consent and privacy, businesses evaluate and implement CRM on the trust and security factors.
Automation powered by AI
It has been estimated that by 2023 around 78% of organizations will be setting AI-powered automation to ease the day-to-day complex work processes of employees, resulting in more productivity.
Hence, It can be concluded that Implementing a Unified CRM is essential for a resilient business. If you have also decided to implement Salesforce into your business, we at Outsource Salesforce can help you zero in on the best Salesforce Consulting services. We would love to discuss your project!