{"id":27550,"date":"2021-09-02T11:15:33","date_gmt":"2021-09-02T08:15:33","guid":{"rendered":"https:\/\/saudishopper.com.sa\/en\/?p=27550"},"modified":"2026-03-27T23:08:56","modified_gmt":"2026-03-27T20:08:56","slug":"new-study-companies-need-unified-crm-to-improve-business-resiliency","status":"publish","type":"post","link":"https:\/\/saudishopper.com.sa\/en\/new-study-companies-need-unified-crm-to-improve-business-resiliency\/","title":{"rendered":"New Study: Companies Need Unified CRM to Improve Business Resiliency"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>DUBAI, United Arab Emirates \u2014 1 September 2021<\/strong>&nbsp;\u2014&nbsp;New research released today by Forrester Consulting, and commissioned by Salesforce, surveyed nearly 800 executives and nearly 1,500 CRM users across 15 countries to understand the trends driving CRM technology success and innovation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Driving the news:<\/strong>&nbsp;The research shows that, to meet ever-evolving customer expectations and more flexible workplace environments, companies are tapping into a new generation of CRM use and strategy that connects data across departments to automate processes, drive personalization, and support productivity from anywhere.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fast facts:<\/strong>\u00a0Business leaders and employees alike look to technology \u2014 including their CRM systems \u2014 to drive customer growth, business productivity and resiliency, and market differentiation. Despite the massive market disruption, however,\u00a0Forrester\u00a0found that CRM system usage over the past couple of years has remained largely flat, and frankly, isn\u2019t delivering on expectations:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-1b.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-1b-1024x576.webp\" alt=\"Salesforce - CRM - 1b\" class=\"wp-image-27551\" srcset=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-1b-1024x576.webp 1024w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-1b-300x169.webp 300w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-1b-768x432.webp 768w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-1b-1080x608.webp 1080w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-1b.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>Less than half of executives noted that their CRM system supports the entire customer lifecycle, from discovery to engagement and retention, but&nbsp;<strong>nearly 80% believe it should.<\/strong>&nbsp;&nbsp;<\/li><li><strong>73%<\/strong>&nbsp;of executives say CRM use is fragmented at their organization, with some or all departments each using their own CRM system.&nbsp;<strong>50%<\/strong>&nbsp;of employees agree that since not all departments use the same CRM system, they cannot share information easily across teams.&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Organizations who are \u201cdoing it right\u201d are leveraging the following approaches for their CRM technology use and strategy:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-2b.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-2b-1024x576.webp\" alt=\"Salesforce - CRM - 2b\" class=\"wp-image-27552\" srcset=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-2b-1024x576.webp 1024w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-2b-300x169.webp 300w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-2b-768x432.webp 768w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-2b-1080x608.webp 1080w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-2b.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Cross-team adoption and use:<\/u><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are tangible business benefits when CRM systems are used across teams to support the entire customer lifecycle, versus siloed by department:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Zoom out:&nbsp;<\/strong>CRM is increasingly being seen by companies as an engine for growth across the entire customer lifecycle, and they are adapting their strategy accordingly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.salesforce.com\/news\/stories\/state-of-crm-in-2021\/\"><br><\/a><strong><u>Work-from-anywhere flexibility to support more resilient teams:<\/u><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fifty-seven percent<\/strong>&nbsp;of executives report struggling to maintain good CX with the shift to remote work because their CRM systems were not well-integrated and accessible.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Employees and executives alike note their top challenges are productivity, information access, and communication and coordination challenges caused by the shift to remote work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When unified, accessible CRM systems are the central tool in an employee\u2019s toolkit, they are better able to navigate a remote or flexible workplace while continuing to create great CX for customers. And executives can more easily adapt go-to-market strategies to pivot during times of change or uncertainty.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-3b.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-3b-1024x576.webp\" alt=\"Salesforce - CRM - 3b\" class=\"wp-image-27553\" srcset=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-3b-1024x576.webp 1024w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-3b-300x169.webp 300w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-3b-768x432.webp 768w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-3b-1080x608.webp 1080w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/09\/Salesforce-CRM-3b.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>A Single Source of Truth that powers better CX and helps employees to be more productive<\/u><\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A little over a third of executives think their CRM provides a complete single source of truth about their customers today, but 90% think this would be of value. Without this complete picture of a customer, across all departments and inputs, creating exceptional CX is challenging.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Grounded in Trust and Security<\/u><\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trust and security are now the top criteria for executives when evaluating CRM systems today. And for good reason: customers expect a trusted relationship with privacy and consent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>AI-Powered Process Automation<\/u><\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By 2023, 79% of organizations will be using AI to enable customer\/prospect outreach automation and 78% will be using AI-powered automation to relieve employees of day-to-day processes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Supported by better training for all employees<\/u><\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">53% of employees say they need better onboarding and training for how to use their CRM system, in order to create more value for their organizations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Explore further:<\/u><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read the Full Study<\/a><\/li><li>Design a CRM innovation roadmap:&nbsp;<a href=\"https:\/\/www.salesforce.com\/resources\/guides\/customer-focused-technology-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Your Guide to Customer-Focused Technology<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>DUBAI, United Arab Emirates \u2014 1 September 2021&nbsp;\u2014&nbsp;New research released today by Forrester Consulting, and commissioned by Salesforce, surveyed nearly 800 executives and nearly 1,500 CRM users across 15 countries to understand the trends driving CRM technology success and innovation. Driving the news:&nbsp;The research shows that, to meet ever-evolving customer expectations and more flexible workplace [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":27554,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"","_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_pr_autopilot_social_copy":"","_yoast_wpseo_opengraph_title":"","_yoast_wpseo_opengraph_description":"","_yoast_wpseo_opengraph_image":"","_yoast_wpseo_opengraph_image_id":0,"_yoast_wpseo_twitter_title":"","_yoast_wpseo_twitter_description":"","_yoast_wpseo_twitter_image":"","_yoast_wpseo_twitter_image_id":0,"_yoast_wpseo_primary_category":24,"_extra_hide_author_box":"","_extra_featured_post":"0","_partner_post_id":0,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-27550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economy","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>unified CRM - Study Shows Resiliency Benefits | Saudi Shopper<\/title>\n<meta name=\"description\" content=\"Unified CRM is key to improving business resiliency. New Forrester research finds executives and CRM users need connected data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/saudishopper.com.sa\/en\/new-study-companies-need-unified-crm-to-improve-business-resiliency\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"unified CRM - Study Shows Resiliency Benefits | Saudi Shopper\" \/>\n<meta property=\"og:description\" content=\"Unified CRM is key to improving business resiliency. 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