The challenge during the next five years for business buyers interested in improving customer service in their contact centers will be to find software suppliers that understand that the central focus of CRM has changed from enabling the agent to enabling the end customer/consumer. The current generation of CRM application providers in the customer service contact center space lags user needs. The major enterprise application providers excel at commodity tasks, such as product selection, order management, payment, account setup and basic support (see "Why Software Is Failing in CRM Initiatives"). However, the most-pressing need for new capabilities revolves around:
- Support of online communities of users
- Extension of agent presence to online communities
- Customer data integration
- Integration of Web self-service into the agent desktop
- Adaptive analytical applications that understand customer intentions and customize services and interactions accordingly
- Providing agents with tools to search swiftly and accurately for action-oriented answers to customer questions
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