Gartner Research

The CRM Perspective on Leveraging Digital Technologies to Create a Customer-Centric Enterprise

Published: 15 September 2014

ID: G00269921

Analyst(s): Olive Huang, Michael Maoz, Jim Davies , Gareth Herschel , Robert P. Desisto, Ed Thompson , Kimberly Collins, Jenny Sussin , Praveen Sengar, Theodore Travis , Drew Kraus , Brian Manusama , Penny Gillespie


As physical and digital lines continue to blur, digital capabilities and technologies are enabling organizations to further engage and better-serve their customers. Digital differentials will drive customer centricity advantages for IT application leaders supporting CRM and the customer experience.

Table Of Contents


  • Customer Experience
    • How Digital Impacts the Customer Experience
    • How Digital Amplifies the Voice of the Customer
  • Customer Service
    • How Digital Turns Contact Centers Into Engagement Centers
    • How Digital Empowers Customers Through Self-Service
    • How Digital Expands Business Intelligence
    • How Digital Modifies the Requirements for a Technology Partner
    • How Digital Drives Integration of Technology and Business in the Contact Center Infrastructure
  • Marketing
    • How Digital Transforms Marketing Operations
  • Sales
    • How Digital Makes Sales Teams More Effective
    • How Digital Transforms Sales Performance Measurement
    • How Digital Changes the Opportunity to Cash Process
  • Digital Commerce
    • How Digital Enables a More Personalized Customer Experience
    • How Digital Changes Customer Engagement on Social Media

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