Predictions 2017 from Workbooks CEO John Cheney: CRM at the heart of Customer Experience (CX).
Increasingly consumers and businesses alike are assigning real value to exceptional Customer Experience. If you have a great experience with a supplier, you develop trust and brand loyalty; if not, you don’t buy more and you’re likely to tell friends and colleagues.
By 2020, it is predicted that Customer Experience will be the leading brand differentiator when it comes to a buying decision, leaving behind criteria such as product and price. Customer Experience is not the latest hype, it drives revenue growth and is slowly taking centre stage.
"CRM is moving towards a true suite of capabilities that can support the ‘Customer Experience’ and bring sales, marketing, service and customer support together. Vendors will need to evolve and if they don’t, their value will diminish and they will soon become irrelevant. CRM must evolve to ‘Customer Experience’ or become a mere back-end database."
John Cheney, Workbooks CRM CEO