CRM Technology Value Matrix 2020

As one of the most mature business application spaces, CRM vendors are constantly trying to stand out from the crowd to better help their customers deliver satisfying and personalized experiences that build loyalty and drive revenue. This year, the move to create a unified customer experience (CX) gained momentum with smaller and mid-sized vendors taking steps to integrate marketing and customer service functionality with traditional sales automation and salesforce management tools, whether through homegrown development or strategic partnerships. Artificial intelligence in CRM took another leap forward with natural language search (both with text and voice) and improvements to explainability being key developments for market leaders. Hyperpersonalization, automation, and the ability to connect with customers across all devices and channels are other key themes.