In the march toward a leaner technology stack that fuels greater customer centricity, you’ll notice your CRM platform naturally playing a critical role. That’s because it:
- Consolidates the number of tools needed for your workforce to do their work.
- Empowers employees closest to customers to deliver the right experiences at the right time.
- Delivers insights and recommendations, not just data.
- Makes customer data easily shareable.
- Keeps you flexible and connected in an age of APIs, IoT, and the platform economy.
Many businesses still have a product-centric architecture, with CRM used tactically, department by department. This is changing quickly, as CRM becomes the single source of customer truth, including unified collaboration tools and omni-channel customer engagement workflows and process automation.
In a recent Salesforce-commissioned study of nearly 500 business leaders, Forrester Consulting found 80% agreed that a single source of customer truth would create “significant” or “indispensable” value for their company.