Intelligent data led marketing campaigns will accelerate business growth in 2015, increasing the demand for advanced mobile and cloud applications.

2015 promises to be a year of discovery. As business software develops to include intelligent analytical data, organisations will have the ability to implement changes quickly based on the data they’ve collected. This will increase competition, and therefore the demand for more intelligent and affordable CRM software solutions.

Iain O’Kane, Managing Director of the Xperience Group commented on the predictions, stating, “The demand for accessible, productive, cost effective business solutions that allow for easy user adoption continues to increase. Businesses of all sizes are beginning to realise the potential of intelligent software that can provide insightful, actionable data.”

Gartner predicts the percentage of companies with cloud CRM deployments will rise to over 50% in 2015, especially with enterprises realising the most valuable assets they have are long-term customer relationships. One reason for this shift, as Louis Columbus explains on Forbes, is that “Customers are changing the landscape of entire industries faster than many companies can keep up.” To maintain a competitive edge businesses require accessible and flexible business solutions. Cloud services are a valuable asset, allowing remote workers to access accurate data that is instantly updated as changes are made. Added to this, Software as a Service (SaaS) allows those with limited resource to benefit from a low cost software solution that is scalable and flexible, supporting businesses as they grow. It is this that will accelerate the adoption of cloud.

This year the demand for mobile CRM applications will increase significantly. As reported on Forbes, the way customers buy is changing, “Factor in how mobile applications are built for ease of use and speed combined with the always-on nature of social networks, and it’s understandable why customer expectations’ of responsiveness are accelerating.” This requires businesses to be flexible and accessible at all times, creating a demand for improved mobile services. This year the four main mobile network providers will begin plans to improve mobile infrastructure as part of a £5 billion programme, which will fuel the development of both mobile and cloud based applications. Added to this, the rise of BYOD and employees requiring remote access to data will push businesses to invest in mobile applications to increase the productivity of its workforce.

One of the most important developments of CRM will be security and access to data. Due to the amount of data available, software developers will be required to create structured security levels within CRM software. As mentioned above the rise of BYOD will also have an effect on businesses, with vendors creating verification processes for remote/mobile users.

The value placed on analytics and data will continue to rise, recognised as vital part of every business. Gartner has reported that predictive and prescriptive analytics will deliver at least 50% of the business value of business analytics projects. This will increase the demand for integrated reporting tools that analyse and suggest improvements based actionable data, allowing businesses to react quickly to changes in the marketplace.

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