April - 2016 - Special issue > CXO Insights
Customer Relationship Management (CRM) - Your Competitive advantage
Sanjay Dakwale, Vice President- Customer Service Delivery, Tata Teleservices
Companies competing in the real world today are working harder than ever to retain customers. Traditional boundaries are disappearing, and services are getting commoditized. In order to be successful, firms need to gain their customers' trust and create lasting impact. Customers are asking for greater personalization - with integrated services across traditional as well as mobile and social channels, and have an expectation to be served when they want. The general standard of experience has risen to the extent that 'OK' as a response to your satisfaction questionnaire is no longer an acceptable level of service. Customer today looks for the 'Wow' factor. It is therefore imperative for companies to deliver pioneering products and services of outstanding quality & value and delight their customers with great experiences at every touch point.
Considering this tremendous rise in expectations, the bar of 'excellent' customer experience standards will only become higher with time. Let us look at a few trends that are expected to define our industry in 2016:
Mobile CRM to Become Mandatory
In 2016, CRM will go mobile in a big way. So far, most mobile apps have focused on providing a basic phone-ready version of the desktop variant with limited features. In 2016, expect more mobile-first apps, with map and note-taking features. Sales representatives will rely on mobile CRM to keep connected, and real-time data will keep the sales team updated. Mobile CRM will become a powerful sales and service tool.
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