CRM as a marketing automation platform
In recent years, CRM systems developers have been actively strengthening the functionality of the marketing block. This is not surprising - in practice, Softline in 2020, up to 90% of customers wanted to manage their marketing campaigns using CRM. Two years ago, no more than 30-40 users were interested in managing all marketing activities through these opportunities.
Customer base segmentation, targeting, the use of various channels from mailings to call centers - all this is possible in CRM, while visible, measurable indicators make it possible to objectively evaluate the conversion of marketing efforts into real deals.
Improving loyalty programs
Tools to customize customer retention scenarios are gaining increasing attention from customers. In the era of coronavirus crisis, everyone has to work in a new way, and the more in demand are technologies that allow targeting offers and discounts, thinly segmenting the customer base, analyzing each purchase.
Retailers want to get to know each customer online and offline, to understand the maximum about the preferences of each customer and their financial capabilities. Catering needs to develop customers in delivery, and flexibly personalize their remote experience using CRM.
The share of the cloud as a platform for CRM has exceeded 50%
If two years ago, almost all of our customers preferred the "ground" placement of the CRM-system. Now people are less and less afraid to look towards cloud platforms, they understand their advantages, and at least half of CRM implementation projects Softline is already performing in the clouds, both global (Azure, AWS) and local, including providing special ones that meet the requirements and the regulations for the storage of important data.
Big data analytics and artificial intelligence
CRM systems developers are actively developing the analytics and artificial intelligence capabilities inherent in them. Indeed, in these systems, data arrays are processed, from which useful and statistically reliable knowledge can be extracted, allowing to develop cross-selling and accurately target marketing activities. CRM is a smart salesperson who knows everything about every client!
We managed to implement an interesting scenario of robotization of business processes in one of the non-state pension funds. Processing incoming requests - their automatic classification and routing to performers fell on the shoulders of the CRM system. The system automatically analyzes requests received through various channels and reduces the workload of employees for the initial analysis of requests by 90%.
Our other customer, a retailer, previously provided customers with regular volume discounts. They had a blurry, poorly measurable marketing effect and lowered margins. With the help of CRM, we were able to implement a mechanism for the customer for the formation of individual, targeted bonuses for specific offers for specific customers, which made it possible to earn more through loyalty programs and spend less on them.
Another customer, a manufacturer of trucks and buses, used CRM in an unusual scenario - inviting all dealers to use the system. In addition to making all processes of working with dealers transparent, it became possible to more accurately predict the receipt of orders for production or analyze the effectiveness of channels for attracting customers. Dealers are happy to use the manufacturer's CRM system and lead their customers there.