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Kate Leggett, Vice President, Principal Analyst
WEBINAR Ten CRM Trends For 2016 And Beyond That Will Earn You Loyal Customers Kate Leggett, Vice President, Principal Analyst March 21, Call in at 12:55 p.m. Eastern time
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Agenda The current state of CRM Ten CRM trends for 2016 What this means
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Agenda The current state of CRM Ten CRM trends for 2016 What this means
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Customers control the conversation that they have with businesses
Source: “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report
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Good customer experiences are good for business
Retention loyalty Enrichment loyalty Advocacy loyalty The likelihood that a customer will keep existing business with the company. The likelihood that a customer will buy additional products and services from the company. The likelihood that a customer will recommend the company to others. Source: “What Drives A Profitable Customer Experience” Forrester report
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The CRM software category was a $24B category in 2015.
Two thirds of companies use CRM as a foundation for customer engagement. The CRM software category was a $24B category in 2015. It is projected to grow by 20% in 2016 and 13% in 2017. Source: “The Business Applications Landscape 2016 To 2020: SaaS Disruption And Vendor Proliferation” Forrester report
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But, CRM success can be elusive
Source: “Benchmark Against Best Practices To Optimize CRM Performance” Forrester report
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CRM is purchased for the wrong reasons
CRM provides: Better customer visibility Better pipeline management More efficient service Better campaign targeting Better management reporting CRM is sold: As a list of features and functions To better support an organizational silo How is CRM supporting a customer trying to get something done?
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What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report
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What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report
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Agenda The current state of CRM Ten CRM trends for 2016 What this means
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No. 1: Companies will make self-service easier
75% say that buying products or services for work from a website is more convenient than buying from a sales representative. Source: “Brief: Systems Of Engagement Take Center Stage” Forrester report
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84% use help or FAQs on a company website or mobile website — more than any other channel.
Source: “Brief: Systems Of Engagement Take Center Stage” Forrester report
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No. 2: Companies must support the customer through their journey
CRM categories are blurring Source: “Death Of A (B2B) Salesman” Forrester report
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No. 3: CRM is componentized
Marketing Customer service Sales
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Example: An ecosystem of tools is used by sales
Source: “CRM Sales Automation Software For Every User” Forrester report
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What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report
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No. 4: Companies will tackle untamed processes to influence outcomes
Source: “Smart Process Apps — One Year Later” Forrester report
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No. 5: The CRM ecosystem verticalizes and fragments
5,000+ users 1,000 users 500 users 100 users 10 users Enterprise Increased verticalization Increased fragmentation Midsize Small
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No. 6: Analytics power offers, decisions and connections
Predictive engagement Understand the quality of leads Pinpoint the right prospects Recommend effective sales collateral Streamline the sales process Connect the salesperson to the right contact
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Pinpoint the right hire
Pinpoint target market Predictive engagement Understand the quality of leads Pinpoint the right prospects Recommend effective sales collateral Streamline the sales process Connect the salesperson to the right contact Identify cross-sells and upsells Pinpoint discounting thresholds
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No. 7: Companies will operationalize insights from connected devices
Image source: SlideShare (
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What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report
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No. 8: Our world is tipping to a subscription economy
Relationships are becoming more important Image source: Zuora ( Product focused Relationship focused
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Companies must support the customer’s journey with your product during their life cycle
Recognizing expansion opportunities Converting trials Onboarding Driving adoption
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No. 9: Companies will use feedback to strengthen the customer bond
Forums Phone Web Social Customers and agents work virtual bookmarks Linked In activity Forum Posts Service manager Derive Insights Analyze Collect Improve Behavioral data Interaction Content utilization People performance Experience effectiveness
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No. 10: CRM will empower workers to concentrate on relationships, not tool sets
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Agenda The current state of CRM Ten CRM trends for 2016 What this means
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What this means
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Kate Leggett Vice President, Principal Analyst
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Selected Forrester Research
February 3, 2016, “Navigate The Future Of CRM In 2016” February 1, 2016, “The Business Applications Landscape To 2020: SaaS Disruption And Vendor Proliferation” January 19, 2016, “Benchmark Against Best Practices To Optimize CRM Performance” September 12, 2014, “The CIO’s Blueprint For Strategy In The Age Of The Customer” June 27, 2014, “What Drives A Profitable Customer Experience” May 16, 2014, “Brief: Systems Of Engagement Take Center Stage” December 10, 2013, “Smart Process Apps — One Year Later”
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