Published: 31 March 2022
This 2-minute Consult the Board survey summary features inputs from 25 members regarding their approaches for using CRM platforms to engage with customers. It describes various aspects of members’ CRM platforms — usage for back-end customer master data management capabilities, migration timeline, and channels managed.
What CRM platforms do members use to engage with the customers? Do they use these platforms for back-end customer master data management capabilities also?
Most respondents (21 of 25, or 84%) use Salesforce as the CRM platform for customer engagement.
The majority of respondents (16 of 25, or 64%) use different CRM platforms for back-end customer master data management capabilities and customer engagement.
Respondents consider “platform capabilities” as the most important factor (16 of 22 respondents, or 73%) and “product strategy and vision” as the second most important factor (8 of 18 respondents, or 44%) while selecting their CRM platforms.
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