Sophisticated CRM Now at the Core of Customer Success

Over the course of the past year, adjusting to the challenges of the pandemic on business has made the customer relationship management system an essential tool for maintaining and growing a customer base. As a result, CRM platforms have evolved into something more than just a digital Rolodex to manage customer contacts.

A key aspect of succeeding in customer management tasks involves addressing the customer experience. Brands and retailers need to become customer-obsessed in 2021 in order to improve the customer experience, suggested Jennifer Conklin, sector lead of unified commerce at Capgemini North America.

With most workers continuing to work remotely, CRM has become an important tool for managing relationship risk. Financial firms have to deal with market and operational risk, consumer retailers have to focus on supply chain risk, and all companies have to keep an eye on economic risk.