Trends Report

The Future Of CRM

CRM Technologies Are A Differentiator For Customer And Employee Engagement

June 6th, 2023
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
With contributors:
Keith Johnston , Linda Ivy-Rosser , Betsy Summers , Steve Silver , Hannah Murphy , Christine Turley

Summary

CRM is a strategic technology that underpins customer obsession and employee engagement. There has been a steady progression of CRM technology bleeding into adjacent software categories as it aims to support all things “customer” and front-office “employee.” AI and automation are at the heart of CRM, driving optimized interactions throughout the customer journey, heightened employee engagement, and collaboration. Insights, derived from using CRM, help coach and upskill the front-office workforce as the nature of work changes. This report highlights the forces that elevate the importance of CRM and the future of this technology.

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