CRM platforms evolve to meet changing customer needs
CONNECTICUT, UNITED STATES — The 2023 Gartner Magic Quadrant for CRM Customer Engagement Centers revealed significant shifts in customer relationship management (CRM) technologies.
These systems have expanded engagement options, streamlined service workflows, and incorporated more advanced artificial intelligence (AI). AI plays a pivotal role in interpreting customer emotions and goals.
Reflecting on progress since 2021, Gartner noted that CRM suites now integrate case management with data, systems, and workflow orchestration to deliver tailored customer interactions, often with a self-service component.
Gartner listed 12 CRM vendors across four quadrants: Leaders, Challengers, Visionaries, and Niche Players.
Salesforce and Microsoft lead the pack, excelling in innovation and broad capabilities. Salesforce’s Service Cloud is distinguished for its wide appeal and Microsoft’s Dynamics 365 Customer Service for its rapid feature rollout and AI integration.
Oracle’s standout is its unified agent interface, while Pegasystems is acclaimed for its automated and AI-driven customer service.
As a Challenger, ServiceNow is recognized for its IT service management strength and extensive service platform.
Visionary firms like Zendesk and eGain are also noted for their forward-thinking products, although they have yet to match the execution of market leaders.
Moreover, niche Players such as SAP, Freshworks, Appian, SugarCRM, and Zoho are acknowledged for their industry-specific solutions but face the challenge of adapting to wider market trends.
Overall, Gartner’s report showed that CRM platforms are taking up the customer service stack by providing the tools needed for omnichannel customer engagement within a connected suite.
