According to Gartner, the customer engagement initiative is rooted in a wider, cross-enterprise reconsideration of engagement, which is defined as how employees, partners and customers engage. Read the latest research and recommendations from Gartner, including how CIOs should work with VPs of sales to determine customer engagement models and understand how configure, price and quote (CPQ) applications can support active, rational, emotional and ethical customer engagement.*
Key challenges outlined in this paper include:
- Many sales organizations don't understand the difference between active, emotional, rational and ethical customer engagement.*
- Most CPQ initiatives are internally focused with an immediate objective to improve sales efficiency, rather than drive customer engagement.*
- CIOs often do not understand, or adequately discuss with VPs of sales, strategy and how CPQ can help engage with customers.*
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Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.*Gartner How CPQ Impacts Customer Engagement, Praveen Sengar, October 22, 2013.