CRM Evolved Introducing the Era of Intelligent Engagement

Digital Transformation, a key focus of successful organizations, proves itself a business imperative, as organizations failing to successfully navigate the transformation are lagging further behind their competitors. Digital transformation describes the realignment of technology and business models to “engage digital customers at every touch point in the customer lifecycle.” (Forbes) It requires that companies refocus their priority on the digital customer and strategically utilize advances in technology such as mobility, data analytics, social media, smart devices, and machine learning to intelligently engage the digital customer. These technology advances set the standard for customer engagement which now requires proactive, personalized customer experiences to engage. Further, this attitude must be applied to the way an organization interacts with its employees as well. Understanding this imperative, Microsoft Dynamics CRM 2016 was designed and developed to enable organizations to meet the challenge of digital transformation by incorporating these critical technologies and advances in ways that increase business and sales productivity, and at the same time provide a more proactive and personalized experience for the customer and the employee.