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Cloud communications may be the future of CRM

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As communication technology has evolved over the past decade or so, many businesses have had to reevaluate their telecommunication strategies, often more than once. Business phone systems have improved, or expanded to use VoIP service, and communications have moved well past voice to integrate text and video as well. Unified communications has taken the place of independent email and telephony solutions, and many businesses are now looking toward the cloud for improving these collaboration tools.

Dan Kaplan recently wrote for TechCrunch that mobility is one trend changing the face of business, especially marketing. In the Post-PC world, consumers experience faster results and spend less time disconnected from the web than ever before. A recent study by the European Commission found that the average person owns two devices connected to the internet, though that number is expected to grow to seven by 2015. These consumers can find results instantly, searching for product reviews, places to get lunch and even contacting customer support. In order for companies to keep up with this trend, they have to be prepared to keep up with these consumer trends.

According to Kaplan, the best way to deploy effective strategies for these trends is cloud communications. Whether a business is implementing a new VoIP PBX system or looking into video or advanced customer relationship management tools, the cloud provides a faster and more cost efficient way to deploy these systems. The cloud not only simplifies these solutions, but also makes integration easier, either with older systems or other new services that the business is adopting.

CRM in particular requires a large amount of customization and support, according to News Factor, which the cloud can supply. This particular business process has evolved a great deal since its more humble beginnings, due to the inclusion of mobile support, the internet and improved telephony systems.

One leading expert told the news source that early generation CRM systems were designed only to gather data. Today, these systems also need to provide solutions for analyzing, organizing and storing that data that are both efficient and cheap. CRM today is more than a data tool, it's a collaboration and productivity resource that can help a business not only provide better customer support, but make the contact center agent more productive as well. By implementing CRM solutions in the cloud, these services can better support evolving communication trends and be ready for future upgrades as well.