CRM software aims to centralize a company’s customer data in a single tool. Initially, the data collected came mainly from email exchanges or discussions. Big data then appeared, to literally atomize the number and nature of information sources, as well as the volume of data to be processed. Technology publishers and users have had to adapt their working methods. While the revolution of connected objects is launched, what new developments will experience the customer relationship with the association IoT and CRM?
IOT AND CRM, SPEARHEADS OF INDUSTRY 4.0?
The IoT is the major technological concept of Industry 4.0. And the use of data created by these objects in CRM is an emerging methodological innovation. Each company that dives into it must review its processes for acquiring, storing and processing IoT and CRM data to adapt. Especially since according to Gartner , we will end 2017 surrounded by more than 8 billion connected objects. And we are not even talking about connected places here!
We have already talked about data-driven production , but it is about to take on a whole new impetus with the power of the link between IoT and CRM and the technical solutions that will emerge from it. The growing amount of information, and the new diversity of the type of data collected, will constitute real business opportunities for companies that have taken the plunge. So why deprive yourself of the IoT and CRM combination?
8 billion connected objects in 2017 | 20 billion connected objects in 2020
What you need to know about these connected objects is that 20% of them will come from industry and will be dedicated to the BtoB business of manufacturers. The movement has begun, but the method still needs to be refined. Today, many companies have not yet adapted their uses around these connected objects, and the data they produce. Companies that have not yet built this bridge between the data of their connected objects and their CRM.
This is where the relationship with a technology partner takes on its full meaning. All companies, even within the same sector, are different. They therefore have their own data sources, technological tools and methods, which cannot be guided by a single rule. Support and a tailor-made approach are essential to this transition.
IOT AND CRM SYNCHRONIZATION, THE EXAMPLE OF THE COFFEE MACHINE!
We can take several examples to illustrate this. The individual can thus connect his alarm clock to his coffee machine, to have a very hot coffee before even getting up. Until now, nothing new. On a higher scale, he could even order directly by alert, from the distributor from whom he buys the capsules, or from the company that produces them. We prefer the long schema. The distributor in question will, for his part, be able to connect his gondolas to his inventory management and ordering modules, as well as to his e-commerce site . This is getting interesting!
He will thus be able, before his stock of coffee capsules is too low, to anticipate and send an order to his supplier. The supplier will be able to trigger a capsule production phase automatically and remotely . By cross-referencing IoT and CRM data (customer order history for example), he will be able to adjust his production to the specifics of his customer, while providing new information and updating the customer file. This will also allow you to give a lot more material to your sales teams. With a more qualified database, you will be able to guarantee them better commercial efficiency.
At the same time, he will be able to mobilize and charter a means of transport automatically, thanks to the connection to the delivery module. In this case, tool compatibility is essential.
The purpose of the IoT and CRM connection is for all of these elements to sync. In short, the combination of IoT and CRM must make it possible to prepare the truck and the pallet of capsules even before the end customer gets up. Reactivity (proactivity?), agility, user experience, all these elements increase the quality of customer relations for all actors in the chain. The challenge of Industry 4.0 is to decide that the association of IoT and CRM is a matter of reality, and no longer of foresight.
BUSINESS INTELLIGENCE, CLOUD, IOT ET CRM
Connected objects are a digital promise that has come true. But there is still a lot to do. The technical possibilities linked to the cloud would thus make it possible to increase the storage capacities of IoT and CRM data. But the power of the cloud can also make it possible to improve the quality and relevance of the information transmitted. Microsoft’s cloud solution also offers a dedicated technology called Azure IoT Suite.
In terms of information processing, artificial intelligence and data visualization tools like Power BI are also interesting prospects. The evolution of business intelligence solutions and their adaptation to this association of IoT and CRM will constitute a new challenge for publishers, from which companies will be able to take advantage. Reduce uncertainty, take a better measure of the risks , of the problems to which you will find new answers thanks to these technologies.
In addition, machine learning applied to objects, but especially to connected machines, draws new contours for automation. Machines capable of preventing their own breakdowns and adapting production on their own to the specificities of the customer, clearly represent the future of the industry. It is also a means of establishing a process of permanent improvement of the quality of the extracted data, and therefore the quality of your CRM database.
Before connecting IoT and CRM and taking advantage of the data transmitted by your connected objects, you must choose the most suitable CRM for your company. To help you in this choice, we have published a comparison of Salesforce and Dynamics 365 CRM software.