Insightly CEO: “Now is the Time to Build Lifelong Customer Relationships”

  • In the last 15 years more than half of Fortune 500 companies have
    disappeared or gone out of business, and that trend will accelerate if
    companies continue buying CRMs that prioritize the needs of sales
    management over building relationships with customers
  • Businesses must deliver ongoing value, customized offers, tailored
    experiences, brand relationships and personalized service – or face
  • The future of CRM lies in measuring, acting upon and growing customer
    relationship intelligence using social, interactive peer-to-peer and
    environmental signals

the CRM for building lifelong customer relationships, believes that
customer relationship management (CRM) is entering a new era. With an
increasing number of purchasing alternatives and lower than ever
switching costs, customers will abandon businesses in an instant if they
fail to meet their heightened expectations for service and delivery. It
costs eight times more to acquire new customers than to retain existing
ones, yet legacy CRMs are designed around tracking leads and forecasting
deals, not growing customer relationships or bringing their projects to

“Customer expectations have changed dramatically in recent years,” said
Anthony Smith, founder and CEO, Insightly. “They want deeper
relationships with businesses, ones that go far beyond the purchase
transaction. Legacy CRM systems are simply not equipped for this new
world because they are designed to automate the internal workings of
sales, service and marketing departments, not for building relationships
with customers.”

The future of CRM lies in systems that extend well beyond the confines
of traditional CRM to help businesses build better relationships across
every touchpoint in the customer lifecycle. CRM tools using social data,
communication frequency, omni-channel engagement and customer analytics
can generate relationships scores for accounts and individual contacts,
and graph their improvement or decline over time.

Customer Experience is the New Competitive Battleground

Customers can choose from a sea of options in almost every product and
service category. Every customer interaction matters because each one
provides a chance to build a better relationship with that customer. The
rewards are substantial for brands that harness these interactions to
create adaptive personalised journeys that delight customers at every
stage in their lifecycle.

  • According to Forrester Research1, customer experience
    leaders enjoy 5.1X revenue growth compared to laggards; and customers
    who receive excellent experiences will pay 4.5X higher price premiums
    than those with poor ones
  • According to a 2016 Gartner survey, CEOs ranked the customer as the
    No. 2 priority on the strategic business priorities list, up from No.
    4 in the previous year2

Most Firms (and CRM Systems) Fall Short

According to Forrester, although 84 percent of firms aspire to become a
customer experience leader, only one in five delivers good or great
customer experience3. Inadequate CRM and salesforce
automation (SFA) systems are often to blame.

According to Forrester analyst, John Bruno: “Over the last two decades,
SFA has actually done very little to help salespeople sell. Instead, the
features and functionality of SFA solutions were designed around the
needs of managers and executives. These tools allowed organizations to
scale their businesses, but as buying behaviors changed, the solutions
and strategies around them were slow to react.”4

Relationship-Centric CRM Holds The Key To Unlocking Lifetime Customer

Through 2020, businesses that deploy CRM technology in such a way that
it reflects empathy toward the customer are three times more likely to
fend off a digital disrupter, according to Gartner5.
Furthermore, “greater customer intimacy” was the top-cited business
driver for the office of the CDO (62%) in Gartner’s recent Office of the
Chief Data Officer study6.

Today’s best brands focus on building loyalty and trust through every
customer interaction. Insightly enables relationship-centric companies
to harness that vast stream of data to customize and personalize each
customer’s experience – building brand loyalty, trust and credibility in
a fortuitous loop where every interaction deepens that customer

To learn more about how Insightly puts the relationship back in CRM,

About Insightly

Insightly provides customer relationship management software for
businesses of all sizes across all industries, including manufacturing,
consulting, health & wellness, media and others. With more than 1.5
million subscribers worldwide, Insightly is the most popular CRM
software on the G Suite Marketplace.

1 Why CX? Why Now?, Forrester Research Inc., October
2 Gartner, Customer Relationship Management and
Customer Experience Primer, 2017
, Huang, Thompson, Maoz, Alvarez,
Travis, Daigler, January 2017
3 Why CX? Why Now?,
Forrester Research Inc., December 2016
4 The
Forrester Wave, Sales Force Automation Solutions, Q2, 2017
Forrester Research Inc., June 2017
5 Gartner, The 10
Habits of Customer-Centric Organizations in the Age of Digital Business,
Huang, Sussin, May 2017
6 Gartner, Shape the Future of
Customer Experience with Customer Analytics, Davis, April 2017