What modern opportunities of CRM are necessary to customers?

As of 2017 in the field of CRM systems customers are interested in such opportunities as omnichannel, the analysis of Big Data, personification of programs of loyalty, artificial intelligence technology, mobile and cloud computing, convenience of the interface, etc.

The interface – the main objective, speaks Savelyev Nikolay, the director of business development of department of the CRM company NORBIT"Lanit(Group).

The modern user becomes selective against the background of convenience of mobile applications, online stores and game interfaces. Users want to obtain information quickly and conveniently that not always corresponds to the existing interfaces of many "deserved" vendors. Local players succeeded in it much more since they are capable to switch focus to "trend" tasks quickly. World vendors should "catch up", - Nikolay Savelyev told TAdviser.

According to Alexander Niznik, the CEO of Novardis, among expectations of customers: Big Data (cathedral, consolidation and data analysis of the client), focusing on the personified goods offerings and accessories to them which are based on activity of clients on the Internet, social nets. Besides, the important direction is increase in number of the identified purchases which would allow to reveal preferences of clients and created premises for the offer of consumables.

Regarding programs of loyalty - the maximum personification and mechanics allowing select and "push" to purchase of the interested client (who watched goods, studied responses or showed activity in polls).

Denis Storozhenko, the CEO of Columbus Russia & CIS company, as the main trend at customers selects business process automation using artificial intelligence technologies (AI).

This requirement most often is noted today by our current and potential customers, - he explained. - Also several years the popularity of mobile business applications and cloud computing grows. The solutions automating problems of relationship marketing and implementation of omnikalny strategy using messengers, chat-bots, personal assistants are in demand. I cannot but note also the fact that the companies began a thicket to be interested in the BI tools, predictive analytics and opportunities of use of cognitive calculations at customer interaction.

Alexey Chaplygin, the head CRM/ BPM- the systems of the company "1C-Rarus", fixes a further trend on "ease" of systems, use of "robots" for routine transactions and at communications and also openness to external services. Besides, according to it, customers wait for emergence of functionality. similar to "artificial intelligence": for forecasts, control of indicators.

Sofya Totmakova, the Head of Department of CRM of Navicon company, notes that requirements depend, first of all, on an industry profile of the company. For example, in the pharmaceutical industry, according to it, the solutions allowing to manage most effectively distribution and retail of products of pharmproizvoditel are demanded. Such systems require continuous processing of huge data arrays about primary, secondary and tertiary sales and also progressive instruments of visualization of analytical calculations.

At the same time the need for technologies which as fast as possible and productively process large volumes of diverse data grows in the banking sector. For example, solutions based on neural networks which are historically used in banks for increase in efficiency of scoring and profiling of clients are improved.

Besides, banks experiment with such technologies as artificial intelligence, machine learning, the distributed register – blockchain, identification of users by biometric parameters directed to creation of the comfortable atmosphere for clients. Many financial services behind which it was necessary to go to office earlier can be received far off, by means of systems online or mobile banking already now, - Sofya Totmakova added.

See Also

• Geography of CRM projects
• Industry specifics of implementations of CRM
• Main trends of the Russian market of CRM systems
• CRM (market of Russia)