Isn’t Customer Relationship Management technology supposed to be dead?

Apparently it’s getting a lifeline from the Internet of Things.

Gartner predicts “CRM will be at the heart of digital initiatives in coming years as enterprises look to create more targeted interactions in a multichannel environment.”

The research firm has now added IoT as the fifth dimension of its Nexus of Forces.

And, while estimates vary, we’ve all heard the numerous predictions that anywhere from 26 to 50 billion devices will be connected to the Internet by 2020.

The bottom line is that IoT is a big paradigm shift that is not only affecting the way people interact with objects and things but also the way customers interact with brands.

The advent of connected technology continues to extend people’s expectations, increasing the level of sophistication that is now required to serve the new digitally savvy customer.

All of this is driving remarkable change in the marketing and customer relationship management realm.

Terms like “omnichannel” are now the common buzzwords for managing customers through the various sales and service channels (online, mobile, call center, in-store, etc.) that your brand may have.

CRM solutions are now evolving to take customer service to the next level — enabling enterprises to better understand their customers and offer proactive support by leveraging IoT data to create improved, automated customer support environments.

Read all: A new frontier for CRM: The internet of things – Virtusa Official Blog