Veeva has announced software capability updates for its CRM at the company’s annual Commercial & Medical Summit in Barcelona.

The advanced life sciences solution initially revealed Salesforce Lightning Business Apps, citing improved “collaboration and productivity”, across the system, aiming to give users a personalised experience with functionality based on different roles and tasks.

The business apps will provide tailored capabilities for different business users built on Salesforce Lightning, a “next-generation” online user interface, with plans to launch in February 2020.

In addition to the apps, the company presented its new CRM Dynamic Attributes, expected to hit the public sphere in January 2020. The innovation enables sales operations and field managers to temporarily add new HCP and HCO attributes in Veeva CRM without IT support or changing the underlying data model and system metadata.

The system gives users “greater flexibility” to customise Veeva CRM, and “quickly capture the information their teams need such as detailed targeting and customer segmentation for go-to-market planning.”

Finally, the company’s Approved Notes feature allows field reps to compliantly capture detailed notes of customer interactions, by leveraging the power of artificial intelligence (AI).

The company detailed that the “reimagining” hopes to give “customers a flexible solution that accommodates the way they work,” said Arno Sosna, general manager of Veeva CRM. “With tailored capabilities for business users built on Salesforce Lightning and the ability to add new HCP and HCO data fields using Veeva CRM Dynamic Attributes, customers will have greater agility responding to the changing needs of their business.”