Gartner defines the CRM customer engagement center (CEC) as a cohesive set of software built around core case management tools, dedicated to providing customer service and support by engaging with customers, and intelligently orchestrating the processes, data, systems, and resources of an organization. CRM CEC is a key software platform used in delivering end-to-end customer service and support experiences. It enables customers to engage and interact with an organization as well as for the organization to orchestrate its internal and external processes and resources to fulfill the customer’s expected outcome.
Gartner defines the revenue action orchestration (RAO) market as a category of technology vendors that use AI to improve sales productivity. Vendors capture revenue signals into one normalized data model, creating an AI-ready commercial dataset. RAO serves as the primary system of seller action and a single source of truth for sales interactions. For sellers, RAO facilitates AI-guided decision making and helps execute sales actions across multiple channels. For operations, RAO integrates AI into deal management, pipeline analytics and forecasting.