CDM includes a range of software or cloud computing applications designed to give large organizations rapid and efficient access to customer data.
Surveys and data can be centrally located and widely accessible within a company, as opposed to being warehoused in separate departments.
Efficient CDM solutions provide companies with the ability to deal instantly with customer issues and obtain immediate feedback.
By 2007 SaaS applications, giving businesses on-demand access to their customer information, were rapidly gaining popularity compared with ASPs.
The return to the term CDM is largely based on the greater need for clarity around the solutions offered by companies, and on the desire to retire terminology veering on techno-jargon that customers may have a hard time understanding.