2. 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

4. Agenda
The current state of CRM
Ten CRM trends for 2016
What this means

5. Agenda
The current state of CRM
Ten CRM trends for 2016
What this means

6. Customers control the conversation that they have with businesses
Source: “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report

7. 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

8. 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

9. But, CRM success can be elusive
Source: “Benchmark Against Best Practices To Optimize CRM Performance” Forrester report

10. 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?

11. What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report

12. What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report

13. Agenda
The current state of CRM
Ten CRM trends for 2016
What this means

14. 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

15. 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

16. No. 2: Companies must support the customer through their journey
CRM categories are blurring
Source: “Death Of A (B2B) Salesman” Forrester report

17. No. 3: CRM is componentized
Marketing
Customer service
Sales

18. Example: An ecosystem of tools is used by sales
Source: “CRM Sales Automation Software For Every User” Forrester report

19. What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report

20. No. 4: Companies will tackle untamed processes to influence outcomes
Source: “Smart Process Apps — One Year Later” Forrester report

21. 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

22. 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

23. 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

24. No. 7: Companies will operationalize insights from connected devices
Image source: SlideShare (

25. What is the future of CRM?
Source: “Navigate The Future Of CRM In 2016” Forrester report

26. No. 8: Our world is tipping to a subscription economy
Relationships are becoming more important
Image source: Zuora (
Product focused Relationship focused

27. Companies must support the customer’s journey with your product during their life cycle
Recognizing expansion opportunities
Converting trials
Onboarding
Driving adoption

28. 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

29. No. 10: CRM will empower workers to concentrate on relationships, not tool sets

30. Agenda
The current state of CRM
Ten CRM trends for 2016
What this means

31. What this means

32. Kate Leggett
Vice President, Principal Analyst

33. 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”