Executive Summary (This is a document excerpt)

Locking in customer loyalty through deeper engagement and differentiated experiences will continue to be critical priorities for organizations in all sectors in the decade ahead, but navigating the complex customer relationship management (CRM) technology landscape remains challenging — particularly in light of the rapid rise of Social Computing, the increasing adoption of software-as-a service (SaaS) solutions, and the need to provide mobile capabilities for front-line personnel. But by selecting the right solutions to invest in, CRM professionals can take the proper steps without taking unnecessary risk. As our TechRadar™ evaluation of the extended CRM applications ecosystem shows, community platforms, customer forums, and enterprise feedback management solutions — all of which enable new ways to connect more closely with customers — have entered the CRM stage. However, selling, order-taking, and customer service remain the engines that power the income locomotive at most companies. Customer data management and business intelligence solutions are becoming much more robust, supporting deeper customer insights and better decision-making.

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