Future CRM in Russia – forecasts of experts

Disappearance of borders between CRM and other systems

The concept CRM will gradually come to naught, Denis Storozhenko, the CEO of Columbus Russia & CIS company is sure.

CRM closely intertwines with other processes therefore in the market there are more and more systems which include automation of tasks not of inherent CRM. I assume that customer relationship management is finally transformed to management of client experience, and borders between CRM ERP, BI and AI will finally disappear, - he explained TAdviser.

For example, close integration (or even consolidation) CRM tasks with opportunities of BI, will allow to keep track of different patterns and trends for the purpose of implementation not only the personified offers, but also transformation of products under requirements of the market.

Approximately also Sofya Totmakova, the Head of Department of CRM of Navicon company adheres to the same position. According to her, integration of functionality of IT systems of different classes is that trend which will define a vector of development of the CRM market in the next 5 years.

Already now the analytical module with instruments of visualization of analysis results can be built in CRM. Besides, integrators and developers quite often integrate several solutions automating related business challenges (for example, management of marketing or sales), within single solution or a solution stack. Peculiar uniform IT ecosystem which in a complex automates business management of the client turns out. For example, in the near future probably the border between customer relationship management and management of all resources of the enterprises will be erased – the first example of solutions on a single complex platform was set in 2016 by Microsoft which started the Microsoft Dynamics 365 platform ecosystem which integrated the modules CRM and ERP, - Sofya Totmakova told TAdviser.

Transformation of CRM in the CEM systems

For a long time develops and the tendency to management of digital experience of the client will continue to grow. One of key trends in the market today – transformation of CRM in the CEM systems (Customer Experience Management, customer experience management).

After business made through CRM convenient the work, it begins to do more convenient life of clients and to study the consumer, to involve his emotions in communication with a brand – the companies begin to create a way of life, the interests of the client. For example, one of the best examples in management of client experience is shown from year to year by the Nike company propagandizing a healthy lifestyle among the clients. For program implementation the company involves consumers in joint trainings, will organize and holds runnings and marathons. As a result not only the customer loyalty to brands, but also interest in the CRM solutions directed to the most effective, "emotional" interaction with each client grows: analysts predict growth of capacity of global market of CEM from $4.36 billion by the beginning of 2016 to $10.77 billion by 2020, - Sofya Totmakova told.

The movement from CRM to CEM is noticed also in Columbus company.

We observe how management model customer relations is replaced by management model client experience, - Denis Storozhenko noted.

SaaS in masses

One more very expected forecast is a formation of cloud model the most mass scheme of providing CRM systems.

Within 5 years we will see what the most mass option will become SaaS. And as in a corporate segment, and a segment of small business. There will be new players and those who will not manage to be rebuilt will leave, - Alexey Chaplygin, the head CRM/BPM systems of 1C-Rarus company explained TAdviser.

Denis Storozhenko notes that for preserving of the positions in the market and a clear understanding of operating expenses the small companies even more often make the choice for benefit of cloud computing. Unlike SMB the large companies have the own park, but the equipment very quickly becomes outdated and depreciates.

I expect that awareness of benefits from use of cloud computing will come also to the companies of a segment of large business, - he told.

The benefit is obvious to the companies – instant connection, lack of costs for infrastructure, an opportunity at any time to connect or disconnect necessary functionality.

More and more organizations move to service model (and both customers, and software developers) and I have no doubts that in the next five years the boom of implementation of the integrated services will be not just a trend any more, and reality. More and more large corporations look in this direction and are ready to change the settled bulky IT processes, - Maria Bar-Biryukova, the deputy CEO of Corus Consulting Group noted.

Intelligent tools

Users wait from suppliers of essentially new systems which will work for them. Therefore in the near future development will be gained by different intelligent tools.

A system for the user will start marketing campaigns, to fill the customer base and to cultivate leads, to prompt to the manager the next step in work with the client, and the service engineer — a method of the solution of an incident. In public there will be only most difficult and uncommon tasks, - Alexey Klochkov, the director of Terrasoft, the region Russia noted in a conversation with TAdviser.

According to him, already today in the products bpm'online intellectual technologies for process management of marketing, sales and service are used.

Today use of modern technologies allows business easier to cope with calls of the market and to remain competitive. Therefore, certainly, intellectual the CRM system, technologies of business process management and tools for decision support will actively develop further, - Alexey Klochkov concluded.

Machine learning, predictive analytics and artificial intelligence is what to a large extent will have an impact on development of CRM, - Aurika Savchuk, the director of the department of multifunction client solutions and Maykor-GMCS services considers.

Aggregating in itself a set of client data (the history of relationship, purchases, uses of cards of loyalty, etc.), the CRM system is a source of the most valuable data for the company. According to Auriki Savchuk, ability not only to take these data, but also "read" them correctly and also, having integrated these data with data from other business applications, make forecasts of rather client behavior, sales, to build the correct marketing campaign, to increase command performance, etc. – here the fact that any business wants.

Omnichannel interaction

The number of possible channels of customer interaction will only increase. Not all companies still fully mastered usual communication channels, such as calls and email, SMS, chats on websites, messages in social nets. However also new methods of customer relation during this time appeared.

Mobile applications – the trend which mentioned several years ago continues to gain steam that is connected with constantly growing rhythm of life of consumers. It is impossible to forget also about different messengers (Telegram, WhatsApp, Viber, etc.) without which we do not think of interaction with colleagues, friends and family any more. Besides, the growing trend regarding channels of interaction with consumers is the natural synergy with AI, emergence of chat-bots and personal assistants, - Denis Storozhenko from Columbus Russia & CIS told.

Behavioural analysis

Other perspective direction – the behavioural analysis, or the analysis of digital experience of the consumer.

The history of digital interaction of the client with resources of the company and also any digital experience is same unique information as fingerprints or the picture of a retina. With one difference: it is possible to obtain and use information on behavior in Network for increase in efficiency of any customer interaction.

Modern tools, such as machine learning and retrospective analysis of network traffic, will help to see what was digital activity of the client a year ago, prior to interaction with business and as it changed throughout this time. According to the results of the analysis it will be possible to adjust the program of communications with each specific client and without special costs of time and trudoresurs to do it effective target offers, - Sofya Totmakova from Navicon is sure.

Cognitive services

One more approach to management of client experience - use of different algorithms of recognition of buyers at an input in sales points or even at their stay near shop.

Such style of communication is more preferable as it allows to do personal offers while the person is interested in purchase commission. The probability of the last will be higher when the client appears near the offered goods or service, but not when he sits at a meeting and receives the next SMS with information on discounts, - Denis Storozhenko noted.

Market forecasts

In 5 years we should see whose strategy was correct. Having passed through millstones of digital economy, in the market there will be those functional platforms which will help to organize unostentatious and efficient customer service, to make the client happy, so and more loyal to the company and a brand. Aurika Savchuk, director of the department of multifunction client solutions and Maykor-GMCS services

Many local players will be absorbed by larger vendors and there will be consolidation of solutions. World vendors will show further technological effectiveness of the solutions, but will lose also actively in the market of SMB Nikolay Savelyev, director of business development, Department of CRM of NORBIT company, (Lanit Group)

We expect growth from the market of CRM. However already tomorrow it will be heavy to us to separate development of the sphere of CRM solutions as separate software from growth of other technologies. Process of interaction of the client (consumer) with a brand or the supplier for receiving service (product) will accept more and more indistinct outlines. At any time business should provide to the client everything that that will want, and it is even more. Not to lose the customer, it is important to offer popular additional service with the maximum level of comfort and quality. As for products, approach to them will also change. The consumer selects already now not separate goods, but an opportunity of obtaining infinitely growing number of services which important timely and correctly offer the client. Denis Storozhenko, CEO of Columbus Russia & CIS company

We expect increase in demand for solutions which are aimed at automation of omnichannel customer interaction, the analytical CRM, boxed industry CRM solutions allowing our client "fast start" taking into account their unique specifics. The modern companies want to foresee needs of the clients and to quickly provide them necessary service or a product. Without the correct tools allowing to analyze demand quickly to react to the arising requests or changes, it will be extremely difficult to organization to compete with those who took care of such tools beforehand. Maria Bar-Biryukova, deputy CEO of Corus Consulting Group