The challenge of entering the CX space2 min read

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Good morning, Marketers, and we have a late entry in the CX race.

Microsoft, which has of course been a CRM vendor for around five years, suddenly jumped into the CX space this week. Did not see that coming, as I would have thought they would have made that move long ago if they were going to make it at all.

One obstacle they surely face is that businesses using a Dynamics 365 instance as their CRM surely have customer engagement solutions already in place. The integrations Microsoft is announcing mean that their CX platform should work well with Microsoft CRM and advertising but is that enough of an offer to persuade enterprises to switch away from Adobe, Oracle or whatever they’re using to court their customers.

Of course, CX is by no means the only thing Adobe or Oracle offer, let alone SAP, but will Microsoft prove to be focused on developing and selling this solution?

Kim Davis

Editorial Director

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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