Customer relationship management systems are one of the most widely adopted categories of enterprise applications, and investment in new CRM capabilities continues to grow. Although cloud-based CRM offerings have allowed the capabilities to move down-market to smaller companies, the need to adopt a CRM system signals that a company has reached a milestone in the building of its application portfolio, similar to when a company first moves from spreadsheets to a real accounting system. Modern CRM systems are essential for companies looking to improve their productivity and effectiveness in sales, marketing, and customer service. (20 pp., 8 fig.)
CRM Adoption Trends and Customer Experience 2023
October, 2023
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