Customer relationship management (CRM/CX) also seeks to maximize the benefits of cloud computing. A new generation of customer relationship management services fully relies on cloud computing, using interfaces that are open to integration with other related or complementary services, such as collaborative services, information management services, network services, and information. The goal is to deliver simple and useful technology that supports human interaction with end users, which can be easily managed with the help of information technology and with which lasting business value can be achieved. Be it delivered as regular cloud services or in a hybrid combination of cloud services and services provided, customer relationship management applications can achieve collaborative effects, which will benefit both the organization and its clients.
They can also be used immediately after they are ordered or called up to allow users quick access to innovations and react to current events. The cloud service delivery model provides the ability to use almost unlimited capacity to expand or reduce the amount of resources needed, so that the organization that consumes them pays only what it uses, without any additional costs.
In addition to applications, cloud computing also offers platforms and infrastructures that are offered as services. They bring many positive effects, such as the increased productivity of employees, the establishment of better and stronger relationships with clients, and thus a higher level of customer satisfaction and their loyalty to the company.
Managing customer relationships encompasses the business processes of the company with its clients, regardless of the specifics of the activities and businesses that the company is dealing with. These deals are sales, marketing, and services provided to clients, and they are done mainly through a contact center. Generally, all applications that automate such processes serve to manage the entire life cycle of a client, including the conversion of potential into actual clients of the company and help the organization in building and maintaining successful relationships with clients.
There are two generations of CRM applications in the cloud:
- The first generation of CRM applications based on the application of cloud computing has made it possible to separate and grow the independence of the applications themselves from the delivery model, meaning that it no longer matters where the CRM applications are. It is important that they are available to employees of organizations and their clients when they need them.
- In the second generation of CRM cloud applications, the emphasis is on the benefits that cloud architecture can provide for improving the quality of an organization's relationship with clients, and these advantages are many.
These are some of the most important benefits of second-generation CRM applications in the cloud:
- Access to the latest releases, services, and innovations in CRM
- Access to online resources of customer information that enables the company to gain a better insight into the situation and market trends, integration with public and private online forums, and new tools to increase productivity and better web communication are just a few examples of cloud computing technology that the company can use to improve customer relationships
- Flexible ways of accessing CRM applications means that users can access the same applications simultaneously and perform the necessary updates remotely
- Ease of use for both key and ordinary CRM applications, because cloud services can be used by everyone through their usual internet browser, and cloud resources are available in the same way
- Better utilization of employees' potential, because employees are free from system maintenance and various other tasks, so they can focus on other more complex tasks
- Improved relationship between price and value of CRM system, because there is no need to buy hardware and software, so that money can be spent on other things.