siliconindia | | December 20188IN MY opinionBy Saurabh Kumar, Associate Manager, Accenture IndiaAccenture is one of India's leading professional services company offering a broad range of services & solutions in strategy, consulting, digital, technology and operations.CRM TRENDS TO WATCH FOR IN 2019!A s we enter a new year, in-advertently thoughts move towards what new trends we may get to see evolv-ing in the CRM space in the recent future. Trying to read the crystal ball on this front is not something new. However, as someone who has been a CRM practitioner for more or less than 15 years, we have been spectators to a huge transforma-tion in this arena. Some of it maybe speculation, some wishful thinking and some could be more of a hope to see the impact of the brewing efforts over a period of time. The fact is, we succumb to making this watchlist of the upcoming features in CRM year after year. Some of the features like cloud CRM and mobile CRM are not included in this list as they have now reached a stage where they are taken as a given for any CRM solution. An on-premise solution today is more of an exception, while cloud CRM has become the norm!Customer FocusThe literal full form of CRM is cus-tomer relationship management. To begin with though, the CRM support-ed our sales teams more than it catered to the needs of a customer. Over the years though it has changed and CRMs have become much more inclusive. In addition to the KRA of monitoring and increasing sales, CIOs have realised that the CRM solutions have the po-tential to engage and build a long-term relationship with their clients. Hence, the efforts are being made to develop comprehensive and integrated systems for sales, service and field service functions. All these functions work-ing in tandem allow organisations to achieve customer delight.360-Degree ViewIn a world where customer is the king and spoilt for choices, data is power. When it comes to understanding the patterns and behaviours of the poten-tial customer, a 360-degree view is the need of the hour. While maintaining
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