Investments into self-serve technologies by brands could increase

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 10:04 AM UTC

This can help companies track marketing outcomes.

This piece highlights top customer relationship management (CRM) trends that can help deliver customer experiences in 2020. Companies are expected to up their investments in self-service technologies since the number of consumers using self-serve as first point of contact with organisations is going up.   

To meet customer’s expectations of hyperpersonalisation for engagement, CRM systems could make use of customer intelligence derived from unstructured interaction data. This data could include demographic data, conversational styles, social data, life events and relationship graphs.

An increasing number of brands are moving to subscription models, where renewals and expansions are crucial for success. Blurring of success, onboarding and CRM technologies is predicted. This can provide frontline personnel with better visibility of the customer’s value of the company.   

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