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12 confidential contributors.
- Large organizations need a solution that will give them a unified view of their customers across the three major interaction domains: marketing, sales, and customer service. Despite the importance of creating a “single face” for the customer, efforts in these three domains are rarely harmonized.
- The adoption of a CRM suite has become complicated by a rising number of best-of-breed point solutions in the three domains. Taking the wrong approach can lead to either wasted investments or insufficient functionality. IT managers need to consider which product combination will provide the greatest value.
- Suite solutions are most appropriate for enterprises that require collaboration between departments, and have slightly more complex needs.
- The larger and more complex enterprises will require a CRM Suite combined with best-of-breed point solutions.
- Integrating across disparate systems is painful – an integrated suite addresses the customer lifecycle the best. The larger the enterprise and the more complex the needs are, the more this value proposition resonates.
- The CRM market is mature. On traditional feature sets such as account and contact management, workflow tools, and sales management, there is relatively little product differentiation.
- SaaS offerings are the norm, not the exception. The majority of vendors profiled by Info-Tech offer hosted deployment models. Some prominent vendors (such as Salesforce.com) forego on-premise deployments altogether.
- Social and mobile feature sets are weak. Despite important social and mobile trends in the consumer space, most CRM vendors are struggling to keep up.
Impact and Result
- Understand the benefits of using a Customer Relationship Management (CRM) Suite, as well as identify best practices for a successful CRM implementation.
- Plan for and select a CRM Suite that supports your business’s domains, customer segments, and channel strategy.
- Save time and money by using Info-Tech’s Vendor Landscape to compare and contrast the major CRM vendors, and then create a shortlist of the most appropriate vendors.
- Use Info-Tech’s CRM Suite RFP Template, Evaluation and RFP Scoring Tool, and Demonstration Script to gather vendor and product information, objectively score the responses, and conduct vendor demonstrations, in order to select the right product.
1. Assess the need for a CRM suite and narrow down a list of CRM vendors
Create a strong list of vendor candidates.
2. Compare leading vendors and develop a shortlist
Narrow the leading vendors down to the most appropriate few.
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