SugarCRM co-founder and CMO Clint Oram was quoted in a recent TechTarget article pointing to the growing trend of artificial intelligence in CRM. In a world with more and more connected devices, and even more connected customers, the trend just makes sense.
As we move towards "zero entry" CRM and see the software as a data crunching heavyweight rather than a data-entry time drain, the true differentiator may come down to which CRM provider provides the best insights.
As the quote below notes - it comes down to the volumes of data, and the ease or speed in which the CRM can process and spit out insights, recommendations etc. which will drive the most value. While the article talks about "cloud CRM," when we look at first generation SaaS CRM like Salesforce, and consider it's inability to scale in its multi-tenant model - one must wonder if that company can keep pace with the true demands of AI-centric CRM in the coming years...
CRM professionals point to two primary developments that fuel the increase of artificial intelligence technologies. First, there's the increase in vast amounts of data that needs sorting and understanding. Then, there's the move to cloud CRM systems, which enables the intake and dissection of data from dozens of digital sources.