Editing Customer relationship management (section)

==Market trends==

=== Social networking ===
In the Gartner CRM Summit 2010 challenges like "system tries to capture data from social networking traffic like Twitter, handles Facebook page addresses or other online social networking sites" were discussed and solutions were provided that would help in bringing more clientele.<ref>[http://www.hcltech.com/sites/default/files/CRM_Trends_Insurance.pdf CRM Trends in Insurance Industry] {{Webarchive|url=https://web.archive.org/web/20210717210736/https://www.hcltech.com/sites/default/files/CRM_Trends_Insurance.pdf |archive-url=https://web.archive.org/web/20141210081118/http://www.hcltech.com/sites/default/files/CRM_Trends_Insurance.pdf |archive-date=2014-12-10 |url-status=live |date=17 July 2021 }}''CRM Trends in Insurance Industry'': April 2010</ref>

The era of the "social customer" refers to the use of social media by customers.<ref>{{cite book|last=Greenberg|first=Paul|title=CRM at the Speed of Light|publisher=McGraw Hill|year=2009|edition=4th|page=7}}</ref>

=== Mobile ===
Some CRM systems are equipped with mobile capabilities, making information accessible to remote sales staff.<ref>{{Cite web |date=2018-08-23 |title=Closing More Deals With NoCRM.io's Improved Mobile App |url=https://crm.org/news/closing-more-deals-with-nocrmios-improved-mobile-app |access-date=2022-06-29 |website=CRM.org |language=en-us}}</ref><ref>{{Cite web |title=Salesforce Platform |url=https://www.salesforce.com/eu/campaign/sem/platform/ |access-date=2022-06-29 |website=Salesforce.com |language=en}}</ref><ref>{{Cite web |date=2018-12-19 |title=What Is Mobile CRM? Definition, Features & Best Apps |url=https://crm.org/crmland/mobile-crm |access-date=2022-06-29 |website=CRM.org |language=en-us}}</ref>

=== Cloud computing and SaaS ===
Many CRM vendors offer subscription-based web tools ([[cloud computing]]) and [[Software as a service|SaaS]]. [[Salesforce.com]] was the first company to provide enterprise applications through a web browser, and has maintained its leadership position.<ref>[https://www.pcworld.com/article/193463/put_cloud_crm_to_work.html Put Cloud CRM to Work] ''PC World'': April 2010</ref>

Traditional providers moved into the cloud-based market via acquisitions of smaller providers: [[Oracle Corporation|Oracle]] purchased [[RightNow]] in October 2011,<ref>[https://techcrunch.com/2011/10/24/oracle-buys-cloud-based-customer-service-company-rightnow-for-1-5-billion/ Oracle Buys Cloud-based Customer Service Company RightNow For $1.5 Billion] ''Techcrunch'': 24 October 2011</ref> and [[Taleo]]<ref>{{Cite web|date=2012-02-09|title=News Analysis: The Implications Of Oracle's Acquisition Of Taleo|url=https://enterpriseirregulars.com/45817/news-analysis-the-implications-of-oracles-acquisition-of-taleo/|access-date=2021-08-04|website=Enterprise Irregulars|language=en-US}}</ref> and Eloqua<ref>{{Cite news|date=2012-12-20|title=Oracle to Buy Eloqua in $810 Million Deal|language=en-US|work=[[The Wall Street Journal]]|url=https://online.wsj.com/article/SB10001424127887323777204578191171409150846.html|access-date=2021-08-04|issn=0099-9660}}</ref> in 2012; [[SAP AG|SAP]] acquired [[SuccessFactors]] in December 2011<ref>[https://web.archive.org/web/20120106051646/http://www.businessweek.com/news/2011-12-07/sap-challenges-oracle-with-3-4-billion-successfactors-purchase.html SAP Challenges Oracle With $3.4 Billion SuccessFactors Purchase] ''Bloomberg Businessweek'': 7 December 2011</ref> and [[NetSuite]] acquired Verenia in 2022.<ref>{{Cite web |title=NetSuite acquires most of Verenia, the CPQ and CRM vendor |url=https://www.enterprisetimes.co.uk/2022/01/10/netsuite-acquires-most-of-verenia-the-cpq-and-crm-vendor/ |website=enterprise times|date=10 January 2022 }}</ref>

=== Sales and sales force automation ===
Sales forces also play an important role in CRM, as maximizing [[Sales Effectiveness|sales effectiveness]] and increasing sales [[productivity]] is a driving force behind the adoption of CRM software. Some of the top CRM trends identified in 2021 include focusing on customer service automation such as chatbots, hyper-personalization based on customer data and insights, and the use of unified CRM systems.<ref>{{Cite web|title=CRM Trends 2021: How the Pandemic Altered Customer Behavior Forever|url=https://www.informationweek.com/software/enterprise-applications/crm-trends-2021-how-the-pandemic-altered-customer-behavior-forever/d/d-id/1340192|access-date=2021-08-04|website=www.informationweek.com|date=18 February 2021 |language=en}}</ref><ref>{{Cite web|last=Forrester|title=Three Key CRM Trends In 2021 That Will Allow You To Better Engage Your Customers|url=https://www.forbes.com/sites/forrester/2021/04/09/three-key-crm-trends-in-2021-that-will-allow-youtobetter-engage-your-customers/|access-date=2021-08-04|website=Forbes|language=en}}</ref> CRM vendors support sales productivity with different products, such as tools that measure the effectiveness of ads that appear in 3D video games.<ref>{{Cite web|last=Gagliordi|first=Natalie|title=Oracle announces in-game ad measurement technology in new CX portfolio update|url=https://www.zdnet.com/article/oracle-announces-in-game-ad-measurement-technology-in-new-cx-portfolio-update/|access-date=2021-08-18|website=ZDNet|language=en}}</ref>

Pharmaceutical companies were some of the first investors in sales force automation (SFA) and some are on their third- or fourth-generation implementations. However, until recently, the deployments did not extend beyond SFA—limiting their scope and interest to Gartner analysts.<ref>{{cite web | title = Gartner's Top 54 CRM Case Studies, Sorted by Industry, for 2005 | url=https://www.gartner.com/doc/481170/gartners-top--crm-case | access-date=20 May 2005}}</ref>

=== Vendor relationship management ===
Another related development is [[vendor relationship management]] (VRM), which provide tools and services that allow customers to manage their individual relationship with vendors. VRM development has grown out of efforts by ProjectVRM at Harvard's [[Berkman Center for Internet & Society]] and Identity Commons' Internet Identity Workshops, as well as by a growing number of startups and established companies. VRM was the subject of a cover story in the May 2010 issue of ''CRM'' Magazine.<ref>[http://www.destinationcrm.com/Issue/1776-May-2010.htm Destinationcrm.com] ''CRM Magazine'': May 2010</ref>

=== Customer success ===
Another trend worth noting is the rise of [[Customer Success]] as a discipline within companies. More and more companies establish Customer Success teams as separate from the traditional Sales team and task them with managing existing customer relations. This trend fuels demand for additional capabilities for a more holistic understanding of customer health, which is a limitation for many existing vendors in the space.<ref>Nirpaz G., Pizarro F., Farm Don't Hunt: The Definitive Guide to Customer Success, March 2016, p. 101</ref> As a result, a growing number of new entrants enter the market while existing vendors add capabilities in this area to their suites.

=== AI and predictive analytics ===
In 2017, [[artificial intelligence]] and [[predictive analytics]] were identified as the newest trends in CRM.<ref>{{Cite web| url=http://www.cmswire.com/customer-experience/7-top-crm-trends-for-2017-a-look-ahead/| title=7 Top CRM Trends for 2017: A Look Ahead| work=CMS Wire}}</ref>