CRM software has come a long way from simple spreadsheets used to store customer information to client server applications like Siebel and now the leader of the block cloud based solution Salesforce. Salesforce transformed the CRM industry by launching its platform in a software as a service model and shifting the usage of CRM’s from only large enterprise to a product that is used by corporations ranging from Startups to Fortune 500. In the initial days what Salesforce essentially did was to replicate the functionality of a traditional CRM to the cloud. With changing business environment the future of CRM is shifting from being a data repository of customer conversation to a platform that enhances customer experience within it, how Salesforce adopts to these development needs to be evaluated closely.
Salesforce CRM has a direct impact on customer engagement. By reducing data entry and automatically capturing customer records corporations increases lead resulting in higher revenues.
Even with these benefits, research shows that CRM adoption within users is often a challenge, and one of the key reasons being that the end user of CRM did not see any benefit of using a CRM. A key reason behind this is that the requirement of different function from a CRM is different. For example marketers can use CRMs for audience segmentation, lead funnel management and social media integration. Customer service reps use CRM solutions to track issues and communication. For an inside sales rep, predominantly prospecting over phone is important and a CRM that lets that reps make calls seamlessly from the CRM, logs it, and share social intelligence as part of the prospecting exercise would be most suited.
In a SaaS setup, corporations are looking at deploying a Cloud CRM solutions that is cost competitive, easily configurable and delivers value. With a competitive economy increasing workplace efficiency is a priority for enterprises. Collaborating with both external and internal stakeholders is important. Modern communication channels like Telegram, Skype for Business and Slack are used to communicate with potential customers. Corporations understand that employee productivity can be increased by deploying platforms that their employees are using daily, the increased adoption of Gsuite is an indication of this.