CRM Evolves Towards Digital Customer Engagement

CRM Evolves Towards Digital Customer Engagement


CRM has been a mainstay of enterprise software since the heyday of Siebel in the 1990s, starting with salesforce automation.

More recently, customer relationship management has evolved towards engaging with customers through every channel, with digital to the fore. And, as with every other area of business IT, artificial intelligence/machine learning is coming into play. SAP Hybris and Salesforce’s Einstein are, for example, among the technologies available to CIOs looking to develop modern customer engagement capabilities.

Cognitive computing, closely associated with IBM, is emerging as a means of getting closer to customers. Luxury fashion e-commerce retailer Net-a-Porter is one outfit that is exploring such artificial intelligence in retail, and we feature here an interview with the CIO of the Yoox Net-a-Porter group.

CRM has also broadened scope beyond commercial companies managing relationships with their paying customers to, for example, healthcare and higher education, as the lead article in this e-guide displays.

Sports fans are another group of “customers” who, beyond ticket sales, would scarcely have been considered such a few decades ago.

CRM is evolving, both technically, and as a business discipline.

23 Oct 2017
23 Oct 2017
40 Page(s)
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