Summary
Business process pros can play a pivotal role in helping their organizations define a multichannel customer experience strategy, align processes, and select the right technologies to deliver results. Traditional customer relationship management (CRM) solutions have great strengths in supporting data-intensive operational customer processes. But they lack the ability to support personalized communications across digital channels. Forrester sees the emergence of customer experience management (CXM) solutions to support multichannel digital consumer interactions. This report describes the types of CXM solutions that are converging, describes specific vendors entering the category, and summarizes the trends driving this phenomenon.
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