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Author's profile photo Bryan Milton

Cloud CRM and the Potential for Engagement

Mobility and cloud technologies are the single best means for companies to successfully enact customer-centric business models.

Retailers in South Africa operate in a hyperconnected world that offers innumerable opportunities for marketing and generating sales leads. However, there are downsides. Customers can express their sentiments in many different digital avenues, and dissatisfaction can spread faster and more pervasively than before.

Now, more than ever, customer satisfaction is paramount. Companies who understand this are making Customer Relationship Management one of their central priorities. This can be a difficult model to get right. Too few channels of communication and businesses could be seen as faceless and uncaring, but management becomes an increasingly convoluted affair the more avenues there are for contact.

Mobile technologies have been gaining popularity as a means to handle CRM. Retailers however need to reconceptualise their thinking and stop seeing these solutions as optional niceties. Rather they need to recognise them as essential components of a successful customer relations strategy.

In order to do this, they need to embrace the cloud fully. Companies who invest in end-to-end mobility will find themselves leading the pack when it comes to customer satisfaction, insight and service.

One issue impeding companies implementing integrated mobility solutions is that customers lack awareness of the cloud as a concept and thus do not wish to engage with it. This can be solved by partnering with a company that understands these issues and knows how to make traction with them. Mobility experts such as SAP have made it a priority to open up customers to the potential of the cloud.

The right mobility package is necessary to take full advantage of mobility-based CRM and take customer service to the next level. Not only does a comprehensive solution empower management to run an integrated customer relations network, but it allows for unprecedented speed and flexibility in responding to issues as they arise.

Mobility offers unprecedented potential for sharing and accessing data, whether it is information on client needs, disruptions in the supply chain that could impede delivery, or sales performance. This enables a personalised customer service based on strong engagement. What’s more, cloud computing allows for near instantaneous response times.

These solutions support more than just customer service teams. A solution such as SAP’s Cloud for Sales is a boon for any sales team, offering them exceptional insights into what customers really want through sentiment analyses, and allowing them to generate sales leads and create new opportunities for business.

In today’s diversified market, customers always have somewhere else they can go if they are not completely satisfied with a retailer’s performance.

Companies can no longer afford to underestimate the importance of personalisation in CRM. Integrated mobile solutions offer companies an unmatched means of engaging with customers and achieving optimum sales success.

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