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Selecting a CRM cloud to host sales, service and marketing
This article is part of the Business Information issue of June 2018, Vol. 6, No. 3
Many reasons motivate companies to migrate customer data and CRM applications to the cloud -- stemming costs of on-premises IT maintenance, the public cloud's near-infinite scalability and developers' increasing comfort using these environments. But perhaps the biggest attraction is the pooling of data in one place and deploying cutting-edge, cloud-based AI tools to gain new insights otherwise too labor-intensive for manual analysis. Once an organization decides to put its CRM in the cloud, choosing a public or private cloud to host a CRM system from among Google Cloud Platform, Amazon Web Services, Oracle Cloud, Microsoft Azure or the vendor's private CRM cloud should be simple. It's a commodity by now, so pick the cheapest option and move to the next phase, right? Not so fast. As growing businesses scale into first-time CRM users encompassing sales, service and support, marketing and e-commerce, the choice might look simple, but many other factors go into choosing the right cloud. That choice, according to experts, might ...
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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.