The great importance of CRM in the era of Big Data

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There is no doubt that CRMs simplify the process of establishing the relationship between actions and results. A good CRM allows companies to achieve better results by replacing manual processes, thus making everything flow faster and better. It is therefore logical that companies have been using these tools for years to manage their activities and make them more efficient.

Over time and thanks to their benefits, these tools have become a fundamental part of the marketing team's work and have been integrated into the day-to-day operations of companies.

On the other hand, the rise of social media has made it necessary to use these tools, since using social CRMs allows for managing customer engagement and interactions in a more centralized way. At the same time, they enable what is achieved through social media to go beyond the simply social. Why is this so? Because thanks to CRMs, the information that comes from the great cosmos of social media is integrated into the company's general marketing decisions.

In addition to all this, thanks to Big Data, management tools have become an even more important element. Let's see why:

Too much uncontrolled information
In the era of Big Data, it is not unusual for different brands to be overwhelmed by an excess of information and by not knowing how to manage all this information from the moment of data collection to the moment of applying the conclusions and results.

Nowadays, brands have more and more data about their consumers and they are a hungary mobile phone number list ware that this information is essential. Brands know that it is much better for the success of their sales campaigns to know their consumers better than their competitors. For this reason, the vast majority of companies are investing a lot of resources in collecting data from their customers.

When do problems arise? Not when collecting the data, but when processing it and incorporating it into your dashboard, since this large amount of data must be analyzed and, above all, incorporated into daily decisions.

As Peter Sondergaard, Gartner's senior vice president and global research leader, recently put it: “Data is inherently 'dumb.' It's useless unless you know how to use it, how to act on it.” So it's clear that the real value of data is not just in getting it, but in knowing how to leverage it and incorporate the insights you gain into your everyday decisions.

CRM adapts to changes
A few years ago, CRMs helped almost exclusively in sales processes, but today these tools have been modernized to help make decisions based on data, as Business2Community recalls .

Modern CRMs integrate information obtained from Big Data and make it much easier to navigate through it. Now, thanks to new CRMs, different departments collaborate with each other much more efficiently, achieving much more effective conclusions. Thanks to all this, better results are achieved.

There are many of us, including ourselves, who believe that CRM has managed to reinvent itself and has thus become a doubly efficient and essential management tool. Contrary to popular belief, the era of Big Data has not made CRM lose weight or have to be replaced by another tool, but has made these management tools more complete and, therefore, much more necessary.

Inbound Marketing