The value placed on customer relationship management (CRM) by businesses is expected to drive future technologies.

The digital initiatives of businesses are being guided by CRM according to research firm Gartner, as the customer experience is seen as being a key component of growth.

CRM uptake is driving integration of new technology designed to increase targeted interactions with customers in order to increase profitability, with financial services, communications and IT companies at the forefront of CRM employment.

Joanne Correia, research vice president at Gartner, said: “"CRM will be at the heart of digital initiatives in coming years. This is one technology area that will definitely get funding as digital business is crucial to remaining competitive".

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