The company, employees and its partners can manage the CRM as it is a straightforward process. But there is slight change in the CRM needs as there is change in interaction of customers, employees and partners. There is change in the relation and information of people with the spread of Web 2.0 concepts in everyday consumer activities. The people need applications through which they can get answers instantly and also they need faster interaction. It is important for your CRM that it should understand the new types of relationships broken through the traditional organizational activities in a highly networked world in which people can interact, connect and express their opinions. You should be able to adopt the new ways of interacting and doing business in a better way with the help of this software.

The transformation should be evolved beyond basic and analytical information by this CRM in order to get advantage of the new way. The communications and conversations have become broader and these should be managed by the company with a global reach. Therefore there is requirement of new approach by the organization and people to analyze their business and also to engage these activities.

The changing landscape of CRM

The companies were responsible to control and manage the branding and they influenced over buyer behavior. But these companies find no longer ‘own’ customer relationships with the help of Web 2.0. There is change in the relationships of buyer and seller. Now the communications are being held at the global scale instead of garden or in local community. There are many ways available to customers for finding information and their buying decisions are also influenced by others. The companies have no ways of managing or synthesizing the conversations among the customers, employees and partners for better and faster decision making.

The shift from vendor centricity to consumer and community centricity should be recognized. The consumers normally rely on mix of peers and information sources with the availability of third party information sources, reviews and peer forums to influence their buying decisions. There is significant influence of internet over sales (10%) but still larger portions of sales are offline. The importance of the CRM has increased as it can capture important information across channels can systems to connect with consumers, employees and partners across sale, marketing and service organizations.

The customers, employees, and partners need to engage with these applications for their interaction to have maximum utility. These applications should also automate, capture and manage transactions. The company can gather better information by blending these characteristics successfully and also gather richer data in order to have better interaction and act upon the right conclusion for higher customer experience.

Engage customers and employees at every touchpoint

There are connections of people in this world with the expectations of loyalty leaders experience by the people and quick answers. There are expectations by the customers from the companies about the knowledge. The companies need to have customized customer promotiosn and communications to keep the customers loyalty across all touchpoints and aspects of CRM. The customer loyalty can be due to CRM solutions and strategy. Loyalty is very important for the customer interaction at point of sale, calling customer support or when browsing e-commerce site. It is also important for company’s sales, marketing and services process. There can chances of increasing loyalty with every customer interaction. The employees remain loyal to organization with context aware applications through which company captures transactional and company related information. The employees can get more information if they are engaged with tools to deliver through CRM solutions. There should be following characteristics of these applications.

Task focused, geared around user productivity. Time is very important.

There is need of applications by the CRM users to deal and service customers when they are capturing the transactional data when they go about their daily tasks. You can get information in context-aware focused and intuitive manner with these applications.

Driven from collective intelligence

There are information gathered by each customer touchpoint but this data is confined to employees. The interaction can be improved by analyzing the customer interaction so that customers can employees can get benefit with this intelligence.

Community aware, collaboration ready

The relationships can conversation with the people are strongest asset of an organization with consumers, partners and employees. There should be strong interactions and relationships for a complete CRM solution.