The Hottest Trends in CRM Technology for 2022  

Rebekah Carter

Trends driving major changes in CRM technology for 2022 

Insights
The Hottest Trends in CRM Technology for 2022  

In the last few years, the CRM (Customer Relationship Management) tool has evolved at an incredible pace. As demand for exceptional customer experiences continues to increase, the CRM has emerged as a tool for not only managing contacts but analysing the customer journey and supporting sales teams wherever they are.  

Around 64% of companies believe CRM solutions have a significant impact on their operations.  

As companies continue to embrace CRM technology as a way of understanding their customers and building more meaningful client interactions, we’re seeing some new trends emerge in the industry. Here are just some of the hottest trends to be aware of if you’re investing in CRM tech this year. 

1. The Growth of Hyper-Personalisation 

CRM solutions aren’t just tools for contact management anymore, they’re a behind-the-scenes insight into your target audience. With the right analytical tools built-in, it’s possible for business leaders to learn everything they need to know about what factors influence customer sentiment, loyalty, and even average order value.  

The incredible volumes of information moving through the CRM each day, collected from omnichannel integrations with the tools you use to reach your audience, offer excellent opportunities for personalisation. The more data you collect, the more easily you can segment your customers and deliver the kind of meaningful experiences they’re looking for.  

AI solutions will be particularly useful at helping users to deliver a more personalised experience with their CRM, with bots capable of instantly providing agents with all the information they need about a prospect before a conversation even begins.  

2. CRM in the XaaS Environment 

The pandemic has accelerated the transition towards a “XaaS” (Everything as a Service) landscape, where we can access more of the tools we need for everyday productivity in the cloud. Already, companies are rapidly moving their contact centre environments into the cloud using CCaaS to ensure the continuity of customer service strategies in any situation.  

CRM solutions are likely to become a part of this overarching cloud environment for CX and communication management. These tools are increasingly becoming more flexible and adaptable, integrating with a wider range of tools for the modern sales rep or service agent. Today’s solutions are built to work seamlessly with everything from contact center tools to UC systems for communication.  

We’re even seeing an increase in the number of tools available with code and API access, so developers can build their own custom connections. 

3. Multiple Channels for Digital Engagement 

In the past, CRM solutions used to exist primarily as a way for keeping track of information about a customer gleaned from emails and phone calls. Now, the best CRM tools need to be able to track information form a host of different channels, ranging from SMS, to live chat, and video.  

The best solutions will be able to record conversations in any environment, whether you’re giving your customer a video demonstration or responding to a query on social media. The better aligned all of the channels in your CRM system are, the easier it will be to get a clear view of the customer journey and the different steps involved in a conversion.  

A cloud-based CRM environment capable of scaling to suit your business needs will be extremely useful in this omnichannel environment. The more flexible tools will allow you to add new sources of data to your insights whenever they emerge, whether that means connecting your CRM to your video conferencing tool or linking it to a new channel in your contact centre.  

4. Self-Service and Automation 

Automation is one of the most important trends in the CX landscape right now. Automation solutions and workflows help to improve the productivity and efficiency of distributed CX teams, while boosting the overall outcomes of various business processes.  

Many of the top players in the CRM landscape have begun investing more into the automation world over the last couple of years, allowing teams to build ever-more unique and customized pipelines. As automation becomes more of a central part of the CRM environment, we’ll also see more bots completing contact management tasks, allowing human staff to focus on the right jobs.  

Chatbot solutions and self-service portals built into CRM solutions will make it easier to filter through some of the more common queries asked by customers on a regular basis.  

5. Increasingly Sophisticated Features 

We’ve come a long way from the first CRM systems, essentially used to keep track of basic customer profiles and contact details. While the most requested CRM features are still the basics, like contact management, interaction tracking, and schedule creation, we’re also seeing an increasing demand for more advanced functionality too.  

In a cloud environment where it’s easy to roll out new features to hybrid employees around the world, the CRM landscape can be as advanced or simple as you choose. This could include providing teams with access to sales automation, AI analytics with predictive insights, and sentiment analysis.  

We could even see new tools emerging in the CRM environment to support companies collecting information from new kinds of interactions with customers. For instance, you may collect eye-tracking data from an experience hosted in an XR environment. 

6. Stronger Focus on Agent Experience 

Finally, like most tools focused on CX today, CRM solutions are also beginning to concentrate more heavily on delivering excellent experiences for agents and employees too. The best CRM solutions are the ones your agents feel comfortable and confident using in any environment.  

Particularly in today’s hybrid environment, where team members might not have access to IT support, it’s important for software to be simple and streamlined to use. The biggest barriers to adopting CRM technology often revolve around budget, and concerns about ease of use. Taking the time to find a solution your agents can easily leverage will definitely pay off in the future.  

Many CRMs are even beginning to include tools specifically intended to improve customer experience, like built-in support bots to answer any questions team members might have when they’re working.

 


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