Technology research group Gartner have released a survey that demonstrates that Customer relationship management (CRM) software has become a top priority for CIOs. The survey placed CRM software as the eighth most important consideration for CIOs in 2012.

CRM software has had greater focus placed on its application and that of social media, as customer experience becomes a key consideration in times of shrinking IT budgets and increased competition.

Gartner vice-president Ed Thompson commented that "In 2012, CRM executives are faced with the challenge of taking ‘social' more seriously – not as ‘just another channel'. but as a whole new way of doing business."