CRM integration trends in 2016


2016 is just around the corner. Here are some of the CRM integration trends we see emerging for 2016. It is no coincidence that our top Riva priorities intersect with these trends. Identifying emerging trends provides valuable insight to help position your company for success in the coming months.

Top 2016 CRM integration trends:

  1. To remain leaders in their industry niche, companies will continue to focus on improving integration between their CRM and email systems. Riva CRM integration is a prime example of bringing these two platforms together and syncing relevant data that allows companies to grow and solidify their position in the industry.
  2. Companies will continue to invest to integrate social data, social information and industry research with their CRM. This has been a difficult task up until now. Riva Insight’s integration with InsideView now provides end-users with unprecedented account intelligence and contact social information (Facebook, LinkedIn, and Twitter) directly in their Outlook or IBM Notes email client.
  3. CRM systems will be measured against customer delight – not against pure mechanical performance numbers. Many of today’s CRM platforms perform mechanically very well and fit into the company nicely. But has the system positively affected the overall customer satisfaction rate month-on-month? Adding integrated email data and social information and allowing the user to see and work with all of this information in one place and on the fly – will dramatically increase the customer satisfaction rate.
  4. CRM systems will continue to enable companies to increase revenues, the customer base, and of course profitability. So many times we receive emails that contain email addresses of people – important people – that are not in our CRM system and we have no real easy way of capturing this loose data. Having your email system completely integrated into your CRM platform is the first step in achieving this trend for the next year.
  5. Key industries that will fully implement CRM-email integration include banking, health care, insurance, and national-level government agencies. This trend does not preclude other industries, but merely suggests that there are key industries that will move in this direction for both growth and compliance reasons.
  6. Companies that have implemented a proprietary CRM will continue to struggle with email system integration. Riva for Developers provides a quick win for companies that need to integrate their proprietary CRM and data from other systems into their email system.

and finally…

  1. The CRM user experience, particularly in a company’s sales and service areas, will be the key to allowing users to deliver customer delight. CRM systems will continue to improve in the areas of user interface, enhanced reports, and the ability to produce relevant account and contact information on the fly. But once again, companies with CRMs that can’t provide a 360-degree view of their customers directly in their users’ email client, companies with CRMs that aren’t connected to proprietary databases, CRMs that lack a full email integration process, and don’t provide access to integrated social information will continue to suffer in sales success and customer satisfaction.

So, what’s on your list of plans to improve CRM integration for 2016? What’s at the top of your list to add value to your company’s CRM implementation and CRM users? Keep in mind that CRM is not static – it is not a “set-and-forget”. CRM needs to evolve to meet your users’ and customers’ changing needs and expectations. All CRM have limitations, but when you marry CRM and social to your email platform, you begin to overcome many of the limitations that prevent your customer-facing teams from delivering customer delight and creating life-long customers.