Gartner Research

Maverick* Research: CRM Will Evolve Into Customer Behavior Management (CBM)


Today’s customer relationship management systems capture customers’ data and interactions, but rarely influence their behavior significantly. Application leaders must prepare to use systems that employ behavioral science to influence more deeply the behavior of customers and internal users.

Published: 09 August 2021

ID: G00746772

Analyst(s): Adnan Zijadic Steve Blood Sandy Shen Noah Elkin

Table Of Contents


Maverick Research


Note 1 Roots of the Word “Maverick”

Note 2: Five Trends Will Fuel the Shift to Customer Behavior Management

Note 3: Captology

Note 4: CFO Investment Change: Fiscal Year 2021 Versus Fiscal Year 2020

Note 5: Top 11 CFO Business Priorities in 2021 and 2022

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