Whether you’re an eCommerce-centric business or aim to provide SaaS to a global clientele, adequate customer relationship management (CRM) is essential for long-term success. Salesforce, as a leading CRM platform on the market, continues to provide competitive pro-consumer features to businesses around the world. According to Forbes, Salesforce now has over 19% of the global CRM market, with Eastern Europe (19.7%) and Western Europe (17.5%) showcasing the most growth.
No matter the scale or the niche in which you aim to service B2C stakeholders, integrating Salesforce into your business model can be highly beneficial. Thus, let’s take a closer look at what makes Salesforce so uniquely suited for CRM, as well as the top trends to watch out for.
The Advantages of Using Salesforce CRM in 2020
Let’s quickly address the proverbial elephant in the room and briefly touch on why Salesforce should absolutely be a part of your CRM strategy. With the increased emphasis on cloud-based services, it has become clear that customer servicing and related data analysis needs to evolve.
Nathan Kincaid, Head of Business Development at Best Essay Education and Chief of Customer Relations at Wow Grade spoke on the matter: “Nurture is everything. As long as you take care of existing leads and learn how to attract like-minded customers to your business from them, your brand will thrive. This is what makes dedicated, modern CRM solutions based on customer-centric cloud technologies essential as we move further into 2020.”
Customer expectations grow larger and more complex as time goes on, making local, offline decision making outdated and inaccurate by comparison to SaaS CM platforms. Thus, Salesforce was born out of necessity to provide the highest possible quality of service to stakeholders worldwide. Implementing its services into your business model can lead to several important benefits for your company going forward:
- Highly accessible CRM platform for company-wide use
- More informed customer-centric decision-making
- Better back-office time management and productivity
- Wider coworker collaboration and teamwork opportunities
- High return on investment compared to traditional CRM solutions
Salesforce Trends to Watch Out for in 2020
1. Shift toward CRM Centralization
Developing meaningful, user-centric experiences is the name of the game in 2020. As such, Salesforce has enabled business owners to create sales platforms more easily and intelligently via their Customer 360 service. Customer 360 is a dedicated tool which can effectively transform the way you engage with customers and manage their relationship with your business.
Some of its features include AI-based personalization, voice-enabled communication, data security, as well as community management via its customizable builder. You don’t need to know anything about app development or eCommerce management to successfully integrate Customer 360 into your CRM strategy. This makes the shift toward Salesforce much easier and worthwhile, given that it takes a fraction of time to set up compared to other CRMs.
2. AI-Driven Curation
In order to service as many customers in a meaningful way, streamlining some of your daily activities is a must. As such, the platform has made it possible to introduce AI technologies into the CRM process via its Salesforce Einstein feature. Implementing this solution into your CRM processes will enable you to make faster, more informed decisions for individual customers and segmented groups.
Combined with writing tools such as Trust My Paper, Evernote and Studicus, you can deliver customer-centric, personalized content and service to individual leads. Furthermore, using Salesforce Einstein can lead to better anticipation of customer needs, allow you to place calls to action and FOMO triggers more efficiently. Thus, each customer will have a more personalized experience with your platform as a result of enhanced AI curation, leading to more positive brand advocacy.
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3. Emphasis on Crisis Response Management
Given the recent crisis in regards to COVID-19, social distancing and increased emphasis on eCommerce, Salesforce has enabled business owners to act quickly and precisely. Salesforce COVID-19 Response solution is designed specifically for the world we find ourselves in 2020, making its inclusion in your business model a must. This allows business owners to stay in closer touch with both customers and remote employees who cannot visit the office space during the crisis.
Salesforce allows worldwide collaboration, follower engagement and efficient use of existing data which aims to keep things moving during the current crisis. While it may seem morbid to categorize the current situation as a “trend”, it is a reality we need to take into consideration. Using Salesforce in a smart and effective way will allow your business to bridge the gap between “before” and “after” the situation has been resolved.
4. Mobile-First Optimization
Making sure that your employees have an always-accessible CRM platform to rely on is a must in the digital era we find ourselves in. Salesforce Mobile has made it possible for businesses to collaborate from a centralized, mobile-first feature list centered on customer servicing and cross-platform integration. Advertised as “run your business from your home”, Salesforce Mobile is a true 21st century CRM platform which is suited to streamline your customer management.
Shifting your servicing and monitoring activities to mobile platforms will effectively promote better collaboration and 24/7 vigilance from your coworkers. Fast reactions to customer needs or shifts in expectations can also be addressed more quickly as a result of keeping Salesforce in your pocket. Becoming a business which promotes pro-consumer behavior in their staff is what will undoubtedly make your brand stand out on the market in 2020.
Build on the Foundations (Conclusion)
Mapping out a meaningful, valuable customer’s journey has never been more important. AI, mobile optimization, cloud-based data analysis and the COVID-19 situation management are only some of the trending topics worth exploring as 2020 goes along.
Salesforce is thus uniquely suited to allow for such CRM to take place and allow your business to establish a highly beneficial relationship with customers. Explore the ways in which you can integrate Salesforce into your business model and start building on the solid foundations set by the CRM platform.