Gartner Research

Market Trends: Introducing the Five-Competency Model for Unifying Customer Experience Management

Published: 13 January 2017

ID: G00319150

Analyst(s): Julian Poulter


Gartner's model provides a framework for technology product management leaders targeting CRM and other customer-facing applications to validate their current and future product capabilities with respect to the shift toward unified customer experience management.

Table Of Contents


Market Trend

  • The Customer and Customer-Facing Apps Are the Top Priorities
    • Customer Experience Is Broader Than CRM, but CRM Is the Core Component of Customer Experience
  • Buyer Trend
    • Buyers Are Moving Strongly to Differentiate Through Customer Experience
  • Technology Trend
  • The Five Core Competencies to Unify Customer Experience Management
    • Data and Data Management
    • Intelligence
    • Platforms and Ecosystems
    • Content Management and Delivery
    • User Roles and Channels
  • Using the Model and Recommendations
    • How to Use the Model

Contrarian View

  • Siloed Approaches to CRM Continue

Vendors to Watch

  • Microsoft
  • Oracle
  • Salesforce
  • Other Vendors
    • XpertRule Software

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.