Technology is Rocking CRM

I was recently asked how technology is changing CRM. I hadn’t thought about that specifically, but when I did, I realized that technology has brought about sweeping changes in CRM with the most noticeable being how pervasive and fast it is.

We’re now seeing technology innovations constantly driving the evolution of CRM, pushing us from what was largely an outward-facing strategy to a strategy shaped more by our customer’s actions about the brand itself. We used to use a linear process of systems measured on their effectiveness to drive consumers down a sales cycle. That has morphed into a system where consumers now are the focus of a three-way engagement with the brand—the third being the consumer’s advocacy based on experiences being shared with their peers. The speed and pervasiveness of the spread of that information is driven by technology, with certain innovations driving most change in CRM programs.

Behavioral Tracking and Targeting (aka – Lead Scoring & Nurturing) in CRM

CRM systems now are capable of capturing real-time data about customer and prospect actions as they engage with your brand. An email open, a click on a graphic, watching a video – they can all be tracked and recorded to a user record that can introduce an automated action, or series of actions, based on that user behavior. This is an important ...