tumblr_nyp7ltnwsg1tn6jt3o1_500We’re firmly in the age of the customer, where customers – not executives – decide how customer-centric their companies are.

And while good customer experiences can help control costs, executives are more interested in their potential to fuel sustainable top-line growth.

Forrester defines CRM as:

The business processes and supporting technologies that support the key activities of targeting, acquiring, retaining, understanding, and collaborating with customers.

CRM is the foundational building block of a company’s customer experience strategy to win, serve, and retain customers. It enables new business strategies, integrates to many technologies and is constantly rejuvenated by new trends.

Here are 4 of the 10 trends that we see in CRM in 2017.Customers want to easily connect with, interact with, make purchases from, or get service from a company.  For example, 72% of customers say that valuing their time is the most important thing that a company can do to provide them with good service. Companies must offer customers ways to easily engage with them to foster an ongoing omnichannel dialogue and relationship that strengthen loyalty and retention. And they will reap the rewards: Omnichannel customers are more active, spend more, and are less expensive to support than single-channel customers.

Trend 1: Companies are increasingly supporting digital customer journeys.

Read all: Top Trends For CRM In 2017 – It’s All About Differentiated (Digital) Experiences | Forrester Blogs

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