The future of Customer Relationship Management (CRM) is centered on improving data quality instead of focusing solely on advanced technologies like AI. Industry experts, including Michael Fauscette, Sheryl Kingstone, Liz Miller, and Rebecca Wettemann, emphasize that CRM success depends on effectively managing and utilizing data. They argue that, despite the buzz surrounding AI, it is the foundational data that needs attention to enable any technological enhancements. The discussion highlights that CRM has existed for decades without resolving core data issues, and moving forward in 2025, organizations must prioritize their data governance to truly benefit from CRM initiatives. Understanding the human element behind data remains crucial.
The Future of CRM: Focus on Data, Not Just Technology
The landscape of Customer Relationship Management (CRM) is evolving, and industry experts are agreeing on a vital point: the success of CRM in the future will depend more on managing data effectively than on advanced technologies like artificial intelligence and bots. This conclusion emerged during a recent discussion featured in the "What is CRM in 2025?" series from CRM Playaz, where analysts and influencers shared their insights.
In the conversation, Sheryl Kingstone, a prominent voice in customer experience and commerce, emphasized that the key to CRM’s future lies in how organizations gather and use their most valuable asset—data. Drawing from decades of CRM experience, she pointed out that despite the technology available, many organizations still struggle with basic data governance and utilization.
Other industry veterans echoed her sentiment. Rebecca Wettemann noted the challenge of moving from incremental improvements to realizing the exponential possibilities offered by artificial intelligence. However, she reiterated that the journey begins with having clean and actionable data. Mike Fauscette added that without addressing data quality, any technology initiatives would be futile, stating, "If you don’t fix the data, you can’t do any of these other things anyway."
Liz Miller, VP and Principal Analyst at Constellation Research, reinforced the importance of acknowledging human elements in data management. She explained that effective CRM should reflect a genuine understanding of customers rather than merely fitting data into existing systems.
In summary, the future of CRM is not just about adopting the latest tech trends. It’s increasingly clear that a strong foundation in data management is essential. As businesses prepare for 2025 and beyond, focusing on data quality and governance will be crucial to meet the evolving demands of customer relationships.
For more insights, watch the discussion here.
Tags: CRM, Customer Relationship Management, Data Management, Artificial Intelligence, Customer Experience.
What is CRM in 2025?
CRM in 2025 stands for Customer Relationship Management. It focuses on how businesses connect with their customers. It’s not just about technology, but about creating meaningful relationships that help businesses grow and serve their customers better.
Why is CRM important?
CRM is important because it helps businesses understand their customers’ needs and preferences. With better insights, companies can tailor their services, improve customer satisfaction, and boost loyalty. Good CRM helps a business stand out from the competition.
What are some key features of CRM in 2025?
Some key features of CRM in 2025 include personalized communication, seamless integration with other tools, and advanced analytics. These features help companies manage their customer interactions effectively and make data-driven decisions for improvement.
How does CRM support customer service?
CRM supports customer service by providing agents with all the information they need about a customer in one place. When an issue arises, agents can quickly find the customer’s history, making it easier to resolve problems and enhance the overall experience.
Can small businesses benefit from CRM?
Yes, small businesses can greatly benefit from CRM. It helps them keep track of customer interactions, manage leads, and provide better service. Even with fewer resources, a good CRM system allows small businesses to grow and build strong customer relationships effectively.