The CRM

CRM (Customer Relationship Management) has revolutionized the way businesses interact with their customers. But the rapid evolution of technologies and consumer expectations is pushing CRM to new horizons. This article explores the trends and innovations that are shaping the future of CRM and its ecosystem, offering businesses an overview of tomorrow's solutions for ever more efficient and personalized customer relationship management.

Always in order to remain competitive, CRM is an indispensable tool. More than ever, it is important to centralize your customer data and to be in a position to capitalize on it, to take action! To support you in this process, Lakhos offers you an implementation approach adapted to your specific needs.

CRM Automation and Integration: a Powerful Tandem in the Age of Technological Change

CRM systems have long served as data repositories, but the rapid evolution of technology is driving us today towards proactive customer management based on intelligent automation and seamless integration. This transition from a simple database to a dynamic tool is part of a context where customer expectations have radically changed.

In an age of timeliness and personalization, businesses can no longer just respond to demands; they need to anticipate needs, deliver tailored experiences, and build lasting relationships.

This is where automation and integration come into play, turning CRMs into real drivers of growth. By automating repetitive tasks and integrating data from multiple sources, businesses gain efficiency, agility and a global view of their customers.

This transformation is not only a question of tools, but also of strategy: it marks a paradigm shift, where data becomes the heart of customer relationships, and where artificial intelligence opens up new perspectives for personalization and prediction.

Automation: Operational Optimization and Customization on a Large Scale

Automation has transformed CRMs from painstaking manual processes to performance tools. Modern CRMs automate interactions and follow-ups, such as sending personalized emails based on the online behavior of prospects.

This automation frees up teams and increases efficiency. For example, abandoned cart reminder emails can generate up to 69% recovery (Barilliance). CRMs also update customer data automatically. These automations, while powerful, must be complemented by integration with other tools for maximum efficiency.

Integration: A Panoramic View of the Customer

Integrating CRMs with other business applications is the key to drawing up a complete picture of the customer. More concretely, let's think of a financial services company that has harmonized its CRM with its system of Helpdesk. When a customer requests support, the agent has instant access to a comprehensive history of interactions, including past conversations, transactions, and account information, allowing for expedited and tailored customer service.

The Cloud and the Evolution of CRM: An Orchestration of Scalability and Intelligence

The evolution of CRM systems has seen a reversal of trend, from a predominance of “on-premise” solutions to the massive adoption of the “cloud”. Initially, CRMs were installed and managed directly on company servers, giving them total control, but entailing high costs and maintenance complexity.

The cloud revolution then transformed this landscape, offering CRMs accessible via the Internet, hosted by suppliers. This transition has brought increased flexibility, reduced initial costs, easier scalability, and remote accessibility, making cloud CRM the norm for many businesses.

Cloud Adoption

Cloud adoption has transformed the CRM landscape from isolated tools to flexible and intelligent ecosystems. This transition has not only increased operational flexibility, but has also opened new perspectives for the integration of various third-party technologies, reinventing customer relationship management and its ecosystem.

At the center of these revolutions is: the migration of CRMs to the cloud. This migration allowed businesses to free themselves from the barriers associated with local IT infrastructure. The cloud has also facilitated the integration of CRMs with other applications and services, creating interconnected technological ecosystems. According to a study, the global cloud-based CRM market is expected to reach 145.79 billion dollars by 2029.

Unparalleled Agility

In today's economic landscape, the cloud is emerging not only as an option, but as an imperative, especially for CRM and ERP systems. It offers unparalleled agility, allowing businesses to adapt to market fluctuations in real time, by modulating IT resources as needed. Seamless application integration is becoming the norm, offering a holistic and real-time view of operations. Indeed, integration with powerful BI data analysis platforms, such as Table Or PowerBI, makes it possible to optimize data processing and to generate more detailed and in-depth reports

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The Metamorphosis of Data into Strategic Actions

Traditional CRM, dependent on manual data entry, although fundamental to centralizing customer information, was struggling to provide in-depth analysis, especially in the field of prospecting. Artificial intelligence has radically changed the situation, offering the ability to analyze huge volumes of data with unparalleled precision and speed.

Before diving into the heart of this evolution, it is crucial to note that the rise of conversational AI tools, such as ChatGPT, Gemini, and Claude, has already transformed the way we interact with technology. These platforms are no longer limited to simple text generation; they act as valuable assistants in writing effective prompts, improving daily communications, and optimizing tasks, paving the way for further integration of AI into CRM systems.

Indeed, the AI integrated directly into the CRM goes far beyond the functions mentioned above. It makes it possible to merge advanced analyses with the wealth of databases, thus generating personalized and predictive recommendations.

Concrete Example

Take the concrete example of the HubSpot Operations Hub: this tool is a perfect example of how AI can ensure optimal data hygiene, by automating the cleaning and validation of information. No more “garbage in, garbage out” problems! Of course, the effectiveness of this approach is based on a rigorous CRM configuration, consistent use by all teams, and above all, clearly defined processes.

Machine learning algorithms can now detect subtle patterns in behaviors Of purchase allowing businesses to predict future customer needs.

For example, predictive analytics enabled by AI can identify customers who are likely to unsubscribe, allowing businesses to take proactive steps to retain them, or identify prospects with high buying potential. As explained in this article, AI can analyze customer interactions across channels to identify recurring issues and improve the customer experience. These analyses also make it possible to personalize offers and communications, increasing customer engagement and satisfaction.

Buyer Intent

Take the case of a B2B software company. AI can spot a prospect who regularly visits blog posts comparing different solutions, downloads a detailed case study, and signs up for a webinar on advanced features. Taken together, these signals indicate a strong “Buyer Intent.” The sales team is then alerted, which allows them to personalize their approach and offer a targeted offer at the right time.

This predictive analysis is not limited to prospecting. It also makes it possible to identify customers likely to unsubscribe, thus allowing proactive interventions to retain them. As explained in the HubSpot article, AI analyzes customer interactions across channels to identify recurring issues and improve the customer experience.

These analyses also make it possible to personalize offers and communications, increasing customer engagement and satisfaction. Imagine a customer who repeatedly reports issues with a specific feature. The AI can not only identify this problem, but also automatically trigger the sending of a personalized tutorial or offer a dedicated support session. This personalization, based on a thorough understanding of “Buyer Intent”, is the key to a lasting and successful customer relationship.

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HubSpot and AI Agents: Operational Excellence

HubSpot perfectly illustrates this evolution with the integration of its AI Agents: the Prospecting Agent, the Customer Success Agent, the Sales Agent and the Content Agent. These agents aren't just automating repetitive tasks; they're redefining operational efficiency by taking on key aspects of the customer cycle. According to a study by Canadian Newswire, 75% of customer service managers say that AI has improved the productivity of their teams. That being said, this technology does not replace the human behind the role of sales and business development, but a tool that allows you to do your job better and accelerate growth, increase the volume of bellies, and increase the personalization of interactions.

• The Prospecting Agent identifies and qualifies leads with greater precision, allowing sales teams to focus on the most promising prospects.
• The Customer Success Agent personalizes customer support, anticipating needs and resolving issues more quickly.
• The Sales Agent optimizes the sales process by providing real-time insights and personalized recommendations.
• The Content Agent assistance in the creation of relevant and personalized content for each customer and prospects.

These AI Agents free up teams to focus on high value-added interactions, significantly improving service performance.

Increased Performance thanks to HubSpot AI Agents:

• Automating follow-up tasks reduces lead response time by 30%, improving conversion rates.
• Data-based insights help identify dormant sales opportunities, leading to a 5 to 10% increase in revenue.
• AI customer support reduces problem resolution time by 25%, increasing customer satisfaction.

Today, a new revolution is emerging, driven by augmented and virtual reality, and innovative companies like VISAO are at the forefront.

VISA: Transform your technical drawings into 3D visualizations

VISAO transforms engineering designs into interactive 3D visualizations directly on the web, offering a powerful tool for sales, marketing teams, and customers. Their technology makes it possible to integrate 3D models on the company's website, via a specific URL, on landing pages and even to use it from the outset in the HubSpot CRM

Integrating VISAO into HubSpot CRM

• Integration of dynamic URL links: VISAO allows you to integrate 3D models directly into HubSpot entity cards via dynamic URL links to access models hosted on the cloud.
• Interactive 3D Product Configuration (CPQ): Users can configure complex products in 3D, visualize changes in real time, and generate custom quotes. Added: CPQ, Configure-Price-Quote System, a tool integrated into the CRM or via a related tool such as Centralio  And Dvore. These third-party solutions can integrate VISAO's 3D viewers and be integrated into the CRM, which makes it easier to configure products and create quotes.
• Technical Data Visualization: 3D models can be enriched with technical data, allowing users to explore product details, access maintenance information, and visualize technical drawings. Sent directly by email via a specific URL.
• Training and Technical Support: 3D models can be used to create interactive training guides, maintenance manuals, and troubleshooting tools, improving technical support efficiency. Use of a knowledge base integrated into the CRM that allows the integration of VISAO 3D viewers into it to improve technical understanding related to repairs, maintenance, etc.

The Future of Interactive CRMs

CRMs are entering a new era, where 3D visualization is becoming an essential tool for sales, marketing, and customer support. Their web platform allows a smooth integration with HubSpot CRM, offering an intuitive and efficient user experience.

The Future of CRM: a Horizon of Advanced Intelligence and Automation

We may think that it is a bit pushed, but we are talking about the future! The future of CRMs is inexorably intertwined with the Internet of Things (IoT), transforming customer relationship management into a proactive and ultra-personalized experience. Beyond the collection of operational data in production, IoT could make it possible to forge new links between production chains and sales strategies.

Imagine CRMs that can integrate machine performance data in real time, giving sales teams precise visibility into the status of production. This transparency will make it possible to refine forecasts, anticipate deadlines and inform customers with unparalleled precision. Ultimately, IoT could even power CRMs capable of detecting predictive maintenance needs, automating spare parts orders or offering personalized upgrades, all in order to optimize customer satisfaction.

Concrete examples to fuel this vision:

• A company manufacturing industrial equipment could use IoT to monitor the use of its machines at its customers. The CRM could then automatically alert sales teams when customers are nearing the end of their equipment's life, allowing them to suggest upgrades or replacements.
• A food and beverage company could link data from these smart warehouses with sales data to ensure that products are available and to avoid stockouts.
• A heavy machinery maintenance service provider could, thanks to IoT and a CRM, pre-emptively notify their customers of certain upcoming maintenance, and thus automate the taking of appointments and the ordering of the necessary parts.

Conclusion

In the future, IoT will create ultra-personalized customer profiles for a real-time view. CRMs will anticipate needs, offer personalized offers, and automate interactions. In healthcare, IoT will monitor patients and trigger alerts. In industry, it will optimize maintenance and reduce costs. That said, start at the bottom, and optimize your current ecosystem to be able to follow trends.

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