Businesses’ growing need for customer retention and satisfaction are the main catalysts for the rise in CRM spending, the Gartner report said. Many also feel the need to upgrade or purchase new software that integrates better with social media and mobile devices, which now dominate the technology landscape for both professionals and consumers.
Rather than simply tracking online sales, many companies are now adopting a more hands-on approach to customer relations. A basic marketing campaign that does not involve engaging the customers is simply not enough anymore. The competition is stiff, and businesses need a CRM system that can help them meet the customers where they are, whether it is in social media or on the web.
By 2014, a large percentage of organizations in “mature IT environments” like Europe and North America expect to deal with plateaued or even lower IT budgets than previous years. Meanwhile, emerging markets expect to see a large increase, according to Gartner. Those users in non-English speaking countries will be looking for CRM systems that can handle localization, both of the language and legal regulations, for their countries