Access your Pro+ Content below.
Marketers face stiff challenges improving CRM capabilities
This article is part of the Business Information issue of June 2018, Vol. 6, No. 3
The potential for artificial intelligence applications in marketing, sales and customer service is believed to be unlimited over the next decade and beyond, so it seems counterintuitive that software applications for CRM and content management may have peaked last year and are on a downward slide. Even though a level of maturity has been reached in areas like social media management, the overall decline may have more to do with companies shifting their software focus from the premises to the cloud. Overall, packaged business applications planned for implementations and upgrades show a significant drop-off this year compared to last year, with CRM the only packaged business app holding steady, according to TechTarget's "2018 IT Priorities Survey." Social media management and monitoring leads the slide downward with a 62% decline, followed by enterprise content management, down 56%, and marketing automation, down 40%. TechTarget speculates that these declines are due mostly to the adoption of cloud-based software. "Only very large...
Access this PRO+ Content for Free!
Features in this issue
If your organization plans to implement AI into its workflow, be sure to develop a sound strategy and provide the necessary training to get the most out of the software.
Amid the proliferation of AI and cloud-based apps, marketers acknowledge and take partial blame for problems encountered along the way to improving their CRM capabilities.
Azure, AWS and Google are popular public clouds. But not all CRM systems are interchangeable with each of them. Experts break down the decision-making process.
Columns in this issue
AI tools in CRM help companies deliver hyper-personalized customer experiences but prevent customers from actually having personal interactions with service agents.
For marketing intelligence to explore new frontiers and achieve its ultimate goal, chief marketing officers may find their CRM applications were once developed by NASA and tested in space.
Planning, patience, trial and error and a business-minded team approach are the keystones to developing chatbots with human-like qualities that seamlessly assist customers.