The rise of digital transformation has not only propelled digitally advanced firms, but it has also created a greater demand for technology and technology services.1 In the midst of this digital race, companies were forced to pivot their operations into work-from-home models. These compounding factors have made technology essential for business success. And that success is dependent on their ability to seamlessly interact with their customers.
To outperform the competition, technology firms must create meaningful customer experiences that elevate their brand. However, as it stands, technology companies are struggling to derive insights from dispersed customer data sets. Technology leaders are looking for a single source of customer truth that will allow them to curate more strategic customer interactions and to drive market awareness. And for their solution, they have identified CRM systems as holding the key.
Salesforce commissioned Forrester Consulting to evaluate the use of CRM systems in the technology/technology services industry. Forrester conducted an online survey of 50 people with decision-making responsibilities for CRM strategy at technology or technology services organizations. We found that:
Included in this Contents
- CRM Systems Are Underutilized
- Tech Leaders Need To Use CRM More Strategically
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This article is posted at forrester.com
