“CRM arose to support people and organizations to generate a database to store relevant information from their customers.” By Jennifer Sanchez
One of the fundamental tools in the business world that has undergone a notable evolution over the years is the CRM (Customer Relationship Management) or Customer Relationship Management.
Walter Hildebrandi, CTO of Zendesk LATAM has been aware of the evolution of this sector, which is why he believes that modern CRM must be omnichannel, open to integrations and scalable. He reiterated that previously the companies chose the channels, but over the years, with the expansion of contact channels, the customers themselves began to decide.
Currently, many of these channels are digital, which helps to select the customer’s profile regarding their interactions, such as in e-commerce or social networks. “In this sense, there was an important technological advance where very specialized niche solutions appeared,” as stated by Walter Hildebrandi.
Especially since new technologies, such as AI, have contributed in this regard. “They have had an influence in three main ways: process automation, analysis and classification of data in real time, and agility of response.”
Nowadays the AI it can automatically analyze customer requests, identify their language, and even determine intent and insights to route and prioritize cases, enabling service agents to resolve more efficiently.
On the other hand, Victor CastanedaDirector of Consulting in salesforce of KPMG in Mexico, highlighted that customer relationship management has existed since man established his first business relationships.
“CRM arose to support people and organizations to generate a database to store relevant information from their customers. As the number of clients increased and technology evolved, this database became a system and its capabilities became more sophisticated, until it became a platform of transcendental importance”. The accelerated development of Artificial Intelligence and Machine Learning technologies (IA&ML) is significantly transforming business processes, customer service and marketingallowing organizations to improve the customer experience and reduce their operating costs.
Victor noted that “Organizations must be able to use AI & ML to transform their customer interactions into agile, simple and intelligent experiences”.
And it is that customers have become more demanding, their expectations have changed when interacting with organizations as they expect hyper-personalized experiences.
For Shelley PursellHubSpot Sr Marketing Director for Latam & Iberia, customer relationship management has evolved over time.
“More than 35 percent of companies use AI, while 85 percent consider it a priority investment in their business strategy.”
The platforms of CRM They help build quality databases and strategically classify each client. “It is clear that this improves the user experience, raising the levels of customer satisfaction.”