CRM Report 2022: The Foundation for Future Market Success

CRM Report 2022: The Foundation for Future Market Success

Business strategy and digitization strategy are increasingly coming together in the context of the ongoing digitization in German SMEs. Every business decision is always an IT decision – the two decision domains are closely intertwined. Companies that integrate the opportunities of digitization into their business strategy can generate sustainable competitive advantages. The results of the current CRM 2022 report show that customer relationship management systems are becoming increasingly important as part of enterprise IT.

CRM Trend #1: The Importance of CRM Continues to Rise

So it’s no surprise: 81% of companies surveyed in the CRM Report 2022 attach great importance to CRM systems for achieving business goals – and the trend is rising. Accelerated by the pandemic, there have been signs of a paradigm shift in the topic of CRM in recent years: years ago, CRM was still considered a niche topic in some cases, but today Today, it is central to securing typical management decisions. Especially during the pandemic, companies have recognized that good customer knowledge and close customer contact are of great importance – and this is only possible with CRM.

CRM Trend #2: Customizable standard platforms are the optimal CRM solution

When choosing the right CRM system, there are different options that you should carefully weigh against each other.

1. Many processes can be implemented easily and quickly standard systems represent.

2. On the other hand, there are self-developed ones Individual solutions capable of optimally mapping business processes. However, the development and maintenance of the software often exceeds the available resources.

3. Flexible and customizable standard platforms combine the advantages of both approaches. Companies mainly use highly standardized processes, which are constantly optimized through years of best practices. In addition, where the standard reaches its limits, an individual solution can be implemented.

Companies recognize this third solution as the best BI option: 96% of respondents see the optimal CRM solution in the flexible and customizable standard platform.

Source: “CRM Report 2022: The Basis for Future Market Success”, BÖCKER ZIEMEN, 2022

CRM trend #3: Simple process optimization thanks to low-code

Agile and modern companies are constantly questioning their processes. Therefore, process optimization is becoming more and more important and is practically part of everyday business. A way of working that the CRM system must also support. The key technology here is so-called low-code programming.

What is low code?

Low-code development means the simplified creation or adaptation of software without explicit programming knowledge. Software development can be done primarily with graphics and less textual than in classic coding.

This procedure allows for quick and flexible adjustments, even with standard platforms, to achieve a company-specific result. The benefits of low-code cannot be overstated. A business-friendly CRM system forms the basis for competitive advantages and desired differentiation from the customer’s perspective.

CRM Trend #4: Use Open Potential Through Greater Data Competence

Improving data literacy is increasingly seen as a success factor. This was confirmed by 90% of respondents in the CRM 2022 report. The prerequisite for this is a CRM system integrated into the corporate IT landscape and connected via interfaces. This is how data aggregation and analysis is made possible in the first place and optimally supported. Seamless networking allows businesses to get the most out of their data. Overlooked customers with potential synergy effects in the portfolio or cross and up-sell opportunities can be identified more easily and dealt with in a structured manner.

Source: “CRM Report 2022: The Basis for Future Market Success”, BÖCKER ZIEMEN, 2022

Conclusion: CRM systems as a control unit

CRM systems are clearly becoming the central control unit for business decisions. They are increasingly positioning themselves at the center of the IT landscape and providing valuable input to management in shaping the direction of the entire business. Isolated solutions are a thing of the past. Full CRM integration and the availability of interfaces are prerequisites for data-driven decisions. Mature standards are good and should be used where appropriate. If the CRM system is used specifically to build competitive advantages, this alone is no longer enough. This requires individual customization options, such as using reduced code – a promising approach. The reward for hard work: a better ability to interpret current trends based on solid market data, to make sound decisions and to be able to quickly monitor their implementation. Companies that take this to heart are always superior to their competitors.

All results and other interesting recommendations for action can be found in the “CRM Report 2022 – The Foundation for Future Market Success”.

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