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3 CRM trends that will enhance customer experience in 2018

5 January, 2018
CRM trends

Traditional CRM solutions are a thing of the past with modern systems delivering the full spectrum of applications; a strong all-round CRM solution is capable of delivering everything needed to develop and retain customer relationships.

As customers continuously expect more, we look into the top CRM trends for 2018 that will help streamline business processes and help better customer experience.


What to look out for in 2018


General Data Protection Regulation (GDPR)


As you all will know by now, GDPR comes into force on the 25th May 2018. The new act will replace the Data Protective Directive (DPD), since the DPD was enforced in 1995 it is now considered outdated and adjustments needed to be made. The new regulation is seen to be an important step forward for individual’s privacy rights, giving greater control over their personal data and how their data is being used.


GDPR will inevitably have an impact on CRM solutions. Data controllers must ensure that they are complying with their data handling otherwise they may face significant penalties. Enforcements will come in two tiers:

-          Tier one (minor breaches): up to 10 million fine or 2% of annual turnover

-          Tier two (breaches of key provisions): up to €20 million or 4% of annual turnover


There are numerous ways in which GDPR will affect organisations. Consent needs to be clear and unambiguous, no longer will pre-ticked boxes and silence be accepted as consent. Consent can also be withdrawn at any time, it is important to make sure your CRM is capable of making changes when necessary. GDPR also understands that after a certain period of time of inactivity data must stop being used.


LinkedIn integration


Rather than having to switch tabs and move information gathered on LinkedIn over to your CRM, we are now seeing integration between the two. This allows for intelligent lead suggestions enabling better interaction, targeted ad campaigns can also move viable leads over to CRM. CRM is truly becoming social.


Artificial intelligence


Organisations have been using Chatbots for some time now across a range of platforms including mobile, social, and desktop. CRM can provide chatbots with the necessary information and combined with artificial intelligence, customers are able to engage and interact with organisations. As customer service is resource intensive it is important to be able to provide a solution for when employees are out of the office; Chatbots offer 24/7 service.


Intelligent assistants will become more prominent, AI assistants are already big in the consumer space with products such as Google Home and Amazon’s Alexa, analysts expect businesses to increasingly adopt the use of intelligent assistants to help with activities such as scheduling meetings and document finding.  




Catch us at this year’s ERP HEADtoHEAD where we will be discussing the benefits of Microsoft Dynamics 365, including how it unifies the capabilities of CRM and ERP to help you transform your business. You can find out more information here.

Categories: Microsoft Dynamics AX