A CRM is a software solution that brings all customer interactions across all channels into one place to help organisations manage data centrally to improve customer experience, satisfaction, retention and service.
While non-profit organisations don’t have customers per se, they do have donors, who have the same needs as customers in a for-profit company. Donors need:
- Engagement through relevant and timely communication
- Relationship nurturing to keep them informed and make sure they continue to care about your cause
- Efficient and personalised service to show them that they matter
When we consider the shift to a flexible working model, the disruptive trend of self-directed buyer enablement, and demands for better sales enablement, the post-pandemic reality should motivate us to embrace change and resist thoughts of mediocre normality.
- The number of digital voice assistants will reach 8.4 billion units by 2024
- A statista study shows the global explainable artificial intelligence (XAI) market is expected to reach $21 billion by 2030
- In 2021, 44.5% of organisations across the globe revealed that they perceive CX as a primary competitive factor
- Customer self - service CRM (CSS) will be an important customer service strategy in 2022
So, here we go, couple of big things that we need to watch in 2022 in ERP Software for Non Profit Organisation
Social & Mobile CRM
Social CRM is essentially the incorporation of social media channels into CRM platforms. By using social CRM to respond to and engage with customers on social media, marketers can develop strong relationships with their customers. Social CRM will be essential in 2022 as well as mobile CRM, according to experts.
Movement has long been a central component of sales activities. Businesses will be looking towards CRM to fill the gaps uncovered in 2021. This means accessibility from anywhere, anyplace and anytime is going to be very important. The COVID-19 pandemic also emphasised the increased need to adopt mobility. This wake up call is going to be a huge driver of CRM systems as we are going strong in 2022.
Mobile CRM solutions have a lot to offer:
- Strong security features
- Intuitive interfaces
- Apps that work across platform
- The transition between online and offline environments with ease
Social CRM is to customer service agents what mobile CRM, or customer relationship management, is to sales reps. Social CRM also facilitates better customer service by allowing customers to connect with the company via social media. As you evaluate your current CRM or look at implementing your first CRM - don't underplay the value mobility or social CRM can bring. They can hop onto their preferred social media site and connect with the company via messaging or by @tagging a handle dedicated to customer service issues.
People go where the best experience takes them, even more so in this post-pandemic era. 50% of Australian consumers say they prioritise customer service more than before. CRM systems of the future will have an interface that focuses on ease of use, making data easier to access and analyse. Companies also need to realise their direct competition isn't the only competition. CRM platforms built with intelligent, real-time capabilities allow companies to move towards a more connected, customer-centric approach.
Artificial Intelligence for CRM
This year, we'll see more businesses embracing AI in their marketing strategies. AI is transforming CRM systems, providing new kinds of previously undetected data. AI analyses customer data, then provides you with insights that can be used to help predict what your customers want or need before they ask for it.
Here are some key AI applications in CRM:
- Lead Qualification
- Sentiment Analysis
- Customer Churn Reduction
- Automatic data entry & other repetitive task
- Predictive analytics
- User behavior, triggers, & more of insight - related selling
Internet of Things
Machine learning and IoT is a branch of computer science that studies how algorithms can be used to identify patterns in data. CRM has developed into an industry that strives for automation, which is the next evolution in the CRM industry. Machine Learning will allow CRMs to predict important events in customer's lives. It will also give customers a better experience by automatically filtering out irrelevant emails and calls. Machine Learning algorithms are already being used to identify sales trends and predict sales volume.
There's no doubt that advanced CRM systems will take advantage of this trend by connecting to IoT feeds — right from smart home devices to wearable health monitors and cybersecurity scanners. CRM integrated CRMs can provide insights on customer behavior that you can leverage to improve customer service and create more personalised marketing campaigns. Companies can also proactively detect product performance issues and identify potential problems with customer satisfaction.
Self - Service CRM
With automation becoming synonymous with CRM, bots are completing more contact management tasks and saving time for team members. Chatbots available in platforms like Microsoft Dynamics 365 automatically guide prospects through marketing and sales pipelines. More and more customers want to be able to find the things they need without the assistance of an actual person. This means that companies are investing more in self-service customer portals and systems that give clients the tools they need.