6.Simplicity and Portability Will Drive CRM
Customers expect each person in your organization to know their business. Sales and marketing organizations historically added so much to CRM systems that reps spent more time entering data than using it. Top performing companies will strive for a balance between data collection and ease of use. When it comes to CRM, you are better having a simple and easy platform that masterfully supports mobile devices than to have a complex system that nobody uses. Numerous products have emerged to allow for complex back-end systems with simplified front-end interfaces for reps and for mobile use.
Increased mobile adoption improves data quality as highlighted in this study published by CRM technology comparison website Software Advice.