CRM systems have evolved from simple databases to advanced platforms integrating sales, marketing, and customer service. Modern CRM systems support organizations in effectively implementing customer-centric strategies, enabling the building of deeper relationships, personalizing interactions, and continuously improving customer experiences at every stage of collaboration.
This strategy is not just a trend, but a response to market challenges. 73% of customers expect companies to fully understand their needs, and 66% abandon services when they feel that the company's values do not represent their own values(1).
CRM as the key to a customer-centric strategy
Technology helps address the needs of modern consumers. According to a 2023 Forrester report, organizations that leveraged technology to implement a customer-centric strategy saw up to 2.5 times higher revenue growth compared to those that did not(2).
Modern CRM systems are becoming an indispensable tool supporting businesses striving to achieve the highest level of customer centricity.
What characterizes a good CRM system?
To effectively implement a customer-centric strategy, a CRM system should have the following features:
1. Business process integration
Good CRM systems enable synchronization of all activities between marketing, sales, and customer service, ensuring that the entire company works with the same up-to-date data. This approach ensures consistent and personalized service and facilitates quick decision-making. Departments can use data that provides a complete picture of the customer — their purchase history, preferences, and potential expectations.
2. Automation and use of artificial intelligence (AI)
AI in CRM is a powerful tool for automating processes and predicting customer behaviors. Chatbots can handle hundreds of queries in real-time, automating simple tasks and relieving employees. Gartner predicts that by 2027, chatbots will become the primary customer service channel for about one-quarter of organizations(3). Intelligent tools also support data analysis and predict customer needs, providing businesses with critical insights for further development.
3. Personalization of customer interactions
CRM collects and stores data about customers, enabling the creation of personalized messages and offers. According to McKinsey, companies that grow faster through personalization generate up to 40% higher revenue compared to their competitors(4). With such capabilities, every interaction with the customer can be tailored to their individual preferences, building loyalty and strengthening relationships.
4. Omnichannel support
Modern CRM ensures seamless communication across various channels — from traditional phone contacts to social media and live chats. This enables companies to accompany customers at every stage of their "journey" and provide consistent experiences, regardless of the chosen communication channel.
5. Security and compliance with regulations
In the era of GDPR and other data protection regulations, customer privacy must be a priority. A CRM system should offer high-security standards to protect customer data and build trust in the company.
6. Flexibility and scalability
Companies rapidly change their needs, so it is important that the CRM system can adapt to changing conditions. Scalability and the ability to expand are crucial for growing organizations.
The role of AI in CRM systems
Artificial intelligence in CRM enables better matching of offers to customers, task automation, and experience personalization.
Employees can focus on complex issues, thereby increasing productivity and job satisfaction. A survey conducted by Microsoft among early users of Microsoft Copilot showed that 70% of Copilot users felt more productive, and 68% stated that Copilot support improved the quality of their work(5).
Implementing AI in CRMs allows companies to better tailor communication with customers, which directly impacts customer satisfaction and loyalty. 92% of companies surveyed by HubSpot in 2023 reported that the use of AI in customer service improved their response to customer queries, and 83% found it easier to answer questions(6).
Check if your company needs a CRM
Choosing the right CRM system is one of the key steps in building a customer-centric business. Flexibility, scalability, advanced AI features, and full business process integration are important characteristics to consider.
Are you wondering if your company needs a CRM or thinking about switching to a system that better suits your organization’s needs?
Fill out our diagnostic test and find out how a modern tool can help revolutionize customer relationship management and improve the efficiency of the entire organization.
Go to the test https://www.anegis.com/crm-implementation-diagnosis
Sources:
- https://www.salesforce.com/news/stories/customer-engagement-research/
- https://www.forrester.com/press-newsroom/customer-obsessed-growth-engine-alignment/
- https://www.gartner.com/en/newsroom/press-releases/2022-07-27-gartner-predicts-chatbots-will-become-a-primary-customer-service-channel-within-five-years
- https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
- https://www.microsoft.com/en-us/worklab/work-trend-index/copilots-earliest-users-teach-us-about-generative-ai-at-work
- https://blog.hubspot.com/service/state-of-ai-in-service
