Customer Relationship Management (CRM) refers to products and services that enable organizations to manage, analyze, and enhance customer interactions. This category includes markets that support functions such as customer engagement, service delivery, experience personalization, and operational efficiency - aimed at improving customer satisfaction, loyalty, and business outcomes.
Digital customer service and support can be thought of as any service interaction that starts from a screen. This market consists of applications that enable customer service and support to engage customers through their preferred digital channels, managing persistent dialogues. Digital first solutions treat those dialogues as the atomic unit of interaction, rather than defining it as a channel contact (e.g., an email or a call). This allows for channels and modalities (like voice, text or gestures) to become attributes of an interaction that can be flexibly and seamlessly used as appropriate. These vendors are broadening their offerings, which is bringing them into direct competition with adjacent markets. The most significant collisions are with the CCaaS and CEC spaces.