Gartner Research

Customer Relationship Management and Customer Experience Primer for 2016

Published: 19 January 2016

ID: G00292955

Analyst(s): Ed Thompson , Kimberly Collins, Gene Alvarez , Robert P. Desisto, Michael Maoz

Summary

Managing customer relationships and experiences is more complex in the digital age. IT application leaders need to look beyond departmental projects in sales, marketing, customer service and digital to innovate in enterprisewide CRM and CX initiatives that differentiate the organization.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • How can IT application leaders best support enterprisewide CRM strategy and execution?
    • How can IT application leaders best support sales initiatives?
    • How can IT application leaders best support marketing initiatives?
    • How can IT application leaders best support customer service and support initiatives?
    • How can IT application leaders best support digital commerce initiatives?
    • How can IT application leaders best support CX management?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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