Today, everyone’s connected anywhere they are, and they expect to have information readily accessible at their fingertips. Businesses should focus on providing people with a broad array of insights and actions across internal and external connections by taking advantage of the ever-growing number of channels to connect people with prospects, customers and partners anywhere, anytime utilising popular tools such as Twitter, Facebook or SMSs. A Customer Relationship Management (CRM) solution reimagined to help businesses match, nurture and engage is one that provides massive potential for companies to excel.
The right CRM solution enables organisations to unify their marketing, sales and customer service teams and deliver on their customer experiences. Marketers use CRM to gain a better understanding of what their prospects are doing across digital and social channels, whilst tracking their actions across traditional channels. Sales teams want to identify social buying signals and engage the right person at the right time, establishing processes to increase their success stories. Customer care agents need to connect with customers, proactively resolve, and empower them to be loyal advocates. CRM enables employees to deliver a personalised experience to clients, providing relevant insights into real-time account data, news, social activity and connections.
Acting as a proactive business application, CRM can be deployed as an individual business scenario or as part of a fully integrated business suite that provides scalability for future growth. This makes it an ideal solution for growing companies with changing business needs, since it provides the flexibility to deploy exactly what they need when they need it.
Dominic Scicluna is Head of Business Development at Exigy, a company providing strategic software solutions across multiple industries. Over the past 11 year, Exigy has been entrusted with key Customer Relationship Management projects based on the world-class Microsoft Dynamics CRM.