Given that SaaS is now firmly entrenched as a conventional CRM technology, and that enough has been written on social- and mobile-facilitated customer service to fill a library, the worm is turning in the CRM plot.
In its just-released report, “What’s Hot in CRM Applications in 2015,” Gartner has crowned a few new blooms in the garden.
Broadly speaking, the document singles out various forms of analytics and technologies that cut across multiple channels as highlights for those individuals involved in sales, customer service and support, marketing and digital commerce over the next stretch.
Specifically, Gartner names customer self-service, SaaS-based customer service and support (CSS), and customer engagement centres as the three hottest customer service technologies for 2015. Indeed, given that cloud is now the de-facto standard across all areas of CRM, Gartner predicts that SaaS or cloud-based deployments will account for half of all CRM deployments by 2016. For this calendar year, the most common deployment model remains a combination of cloud and on-premises CRM applications.
Lead management, and configure, price and quote (CPQ) application suites, the document says, are those areas on which individuals involved in sales should keep their sights trained.
For marketing technologies, the report cites marketing analytics, digital marketing hubs (software that adds capabilities such as collaboration, data integration and common analytics to applications and workflows across multiple digital marketing domains) and marketing performance management (which encompasses those technologies and services that support marketing’s ability to gain access to insights, analyze data, make predictions, and optimize marketing programs, campaigns and resources) as the emerging technologies most worthy of the marketing world’s attention.
Taken together, these CRM technologies are those in which Gartner clients demonstrated the most prolific interest between late 2014 and the beginning of 2015, and are exploring today.
Gartner concludes its weighty report with a word of caution to the technical teams of its corporate audience. If they don’t have any of these technologies in their sights, it advises, they may not be taking the risks they should.
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