Trends Report

Modern CRM Is Evolving To Deliver On The Promise Of A Single View Of The Customer

August 26th, 2020


Application development and delivery leaders who support CRM realize that it encompasses a huge swath of technologies, spanning marketing, sales, eCommerce, customer service, and field service applications. This research shows how CRM vendors are moving back to a single platform. As CRM moved to the cloud, vendors fragmented their CRM suites into discrete applications; other vendors assembled their CRM portfolio via acquisition. This has led to siloes of data and process, making a single view of the customer elusive. CRM will evolve: Applications will be built on a common platform, have a common layer of intelligence, and access unified data and processes. Three areas will underpin the return to unified CRM: AI and automation; hyperpersonalization; and value-based pricing models. To learn more about the evolution of CRM, read The Five CRM Trends In 2020 That Will Shape Engagement, Relationships, And Revenue and schedule an inquiry.

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