CRM Digest: Be Aware of 2018 Novelties
The CRM market is constantly developing, so it is essential to keep up with its changes and innovations. Nearly every day the new tools appear, the collaborations are being made and the old solutions are upgrading. So, this CRM digest from Trujay team is created to help you to keep abreast with new trends and major news of this mutable field.
#1 AI implementation in security
As the GDPR (General Data Protection Regulation) implementation is becoming more closer, many organizations are starting to look for the ways to secure their data more.
“I think companies will begin looking into AI functionality to help marketers manage this regulatory compliance,” said Cindy Zhou, principal analyst for Constellation Research. “AI can help alert you of notices of consent that are expiring and [for which] you need to take action. Or you might have some exposure because a group of customers moved to another country with different regulations”.
#2 Salesforce and IBM Immerse Artificial Intelligence into CRM
Since establishing of the partnership between Salesforce and IBM, everyone was waiting what such alliance will bring to their customers. Thus, there is the combination of the cognitive platform Watson with Einstein artificial intelligence for CRM. (Watson’s application program interface will integrate into Salesforce’s cloud-based CRM system to work together with Einstein AI. )
Such an innovation would allow improving the customer service of the companies by sending personalized automated emails to potential shoppers near a store.
The new Einstein Vision capabilities can help the businesses provide smarter services through the visual searches, better product identification and brand detection-based marketing, Salesforce chief scientist Richard Socher said today in a blog post:
"For example, a leading retail and self-service wholesaler is using Einstein Vision's image recognition technology to improve their lead qualification process for its hotel, restaurant and catering division," Socher noted. "With Visual Search capabilities, the group's 50-person sales team determines which leads are most likely to buy digital hospitality tools by classifying restaurants' interior, menu and layout."
#3 Augmented Reality (AR) is Stepping on a Stage
AR was becoming more and more popular in 2017 and was implemented in many fields. So, in 2018 the time has come to CRM market to start using it.
"This year it was a lot of education and experimentation with AR," Cindy Zhou said. "There are use cases on sales, marketing and service for AR. It's just a matter of time before companies start using it more."
Service departments are already using AR to improve the maintenance training. Also, sales can use a technology to allow the customers to preview design of the large items, like apartments or furniture. The novation would increase the number of purchases because clients will know for sure what to expect. Marketing can use AR to visualize the campaigns and complement them with interaction stuff.
#4 Salesforce and Google Collaboration
Google Cloud is becoming the preferred cloud services provider for Salesforce, while Salesforce integrated Google's G Suite productivity services into its own customer relationship management (CRM) platform. Salesforce customers that haven't previously used Google's paid enterprise services will be able to use G Suite for no additional cost for up to one year.
For example, marketing professionals will be able to "create customized audiences in Analytics 360 and easily push them to Marketing Cloud for activation in direct marketing channels such as email and mobile," Ryan Aytay, Salesforce executive vice president of strategic product alliances said. "In addition, Analytics 360 data will be available directly within Marketing Cloud, delivering marketers one holistic dashboard of consumer engagement data."
#5 MS Dynamics 365 and Dun & Bradstreet alliance for CRM
With this data integration, Dun & Bradstreet customers that are also Microsoft Dynamics 365 customers will benefit by having D&B data integrated directly into the CRM system. The D&B database comprises information on more than 265 million businesses around the world. It makes this collaboration particularly useful for B2B sales teams and lead scoring.
"We want our customers to have the most up-to-date data when they need it and where they want it," said Joshua Peirez, president and chief operating officer of Dun & Bradstreet.
#6 Gamification in CRM is Developing
With the announcement of an updated myTrailhead platform from Salesforce that lets companies create gamified resources for skills, onboarding training, and many other innovative features, CRM world started to consider its implementation in the software. There are already some practices of gamifying the sales process, yet the branch is still developing. Such a feature encourages the competition and collaboration in sales teams and, by this, increases revenues.
The modern world is a very changing place where it is crucial to keep your finger on the pulse of the IT novations. Hope our CRM digest enriched you with insightful and helpful information. As a software industry analyst, Denis Pombriant says:
"I think that's a major growth opportunity in the years ahead; the day is over where you can be a startup and build something starting with your own platform."
P.S. If you have any questions regarding CRM systems of Trujay service, feel free to contact our expert.