It’s no secret that CRM software has become more than a trend—it’s a crucial part of the operating structure of more and more businesses. From traditional corporations to law firms to healthcare organizations, all industries are being impacted by CRM adoption. Often, those who are unable to keep up are left behind.
But what’s the anatomy of the new shift toward CRMs? The fascinating part about it is the diversity of ways that solutions are adopted and implemented in various industries. Perhaps the biggest draw of CRM for any sector is its scalability. Solutions should involve both tools to retain existing clients and draw in new ones—a task that can seem insurmountable for a smaller business looking to expand. After a certain point, it simply becomes too difficult for a business to manage every aspect of their customer lifecycles manually. As it turns out, businesses have jumped on the CRM bandwagon for a number of reasons.
There’s an important distinction between CRM and marketing automation software. The biggest difference is that CRM solutions focus on the bottom of the sales funnel—closing deals and retaining customers.
That’s not to say that CRM software can’t automate some important aspects of customer communication. Potential solutions include automatic chat systems to help customers get in touch as soon as possible, automated reminders about appointments, and insights based on a company’s social media.
The versatility of CRM software is a big part of its recent success. In one respect, the scalability of various solutions makes it easy to find an option that works for a large corporation or a smaller business. For the latter, CRM software might just be used to manage part of the sales funnel.
Additionally, CRM has distinguished itself on multiple platforms, and mobile- and cloud-based solutions are gaining in popularity. More and more professionals are accessing CRM solutions through a myriad of devices, necessitating a seamless transition wherever they find themselves. In fact, mobile CRM options have been found to improve adoption among employees that may otherwise find the software obtrusive or unnecessary to use.
The cloud is also not to be underestimated when it comes to trends of CRM adoption. What may have required a costly shift in infrastructure a decade ago is now far easier to incorporate into a company’s operating structure. As a result, costs are more manageable and accessing a company’s CRM is far easier.