A customer management (CM) strategy is a critical component of making the customer experience a seamless and engaging event for any insurer. Customer relationship management (CRM) solutions have traditionally been the key platform in the CM toolkit. However, with data sources expanding, the associated platforms for data collection and analysis are expanding as well.

The never-ending need to dive deeper into the customer data to enhance the customer experience and mine for new sales opportunities will continue to fuel the rapid evolution of CRM and other customer data platforms. Innovation and digitalization may ultimately bring us to a single unified platform solution over time.

In this report Celent provides perspectives on CRM trends and how CDP, DMP, and DXP may influence and/or intersect with CRM now and in the future.