Going beyond the marketing hype, customer relationship management (CRM)
vendors are investing in making AI practical with prebuilt capabilities
and data integration and synchronization investments. At the same time,
Leaders in the CRM Technology Value Matrix highlight a renewed focus on
usability, driving user interface innovations and embedded intelligence
to boost productivity of individual users.
CRM Technology Value Matrix Leaders include: Bpm’online,
Microsoft, Oracle, Salesforce and Veeva Systems.
“We’ve been talking about the 360-degree customer view for decades, but
leading vendors are getting closer to delivering on that promise,
linking data between and beyond sales, marketing, and service
applications to provide the breadth and scale of data needed to make AI
actually work,” said Rebecca Wettemann, VP of research at Nucleus
Research.
Nucleus has identified four significant trends impacting vendors’
development investments and positioning in the Value Matrix including,
genuine AI and machine learning capabilities, vertical and microvertical
investments at the application level, next generation data platform
initiatives to enable real-time dynamic customer profiling, and a
renewed focus on the concept of targeted business solutions for
customers.
“Adoption of CRM has always been a challenge, but advances in usability
are making leading solutions productivity tools, not just records of
transactions. Given the pace of innovation, with most vendors delivering
new capabilities on an ongoing basis, we expect to see even more
significant shifts in the Value Matrix moving forward,” said Dan Elman,
analyst at Nucleus Research
The Nucleus CRM Value Matrix measures the ability of CRM vendors to
deliver value in usability and functionality and are placed into four
categories: Leaders, Experts, Facilitators, and Core Providers.
Customers can use the Matrices to evaluate vendor short lists as well as
to make the case for maintaining existing applications.
See the full report at: https://nucleusresearch.com/research/single/crm-technology-value-matrix-2019/
About Nucleus Research
Nucleus Research is a global provider
of investigative, case-based technology research and advisory services.
We deliver the numbers that drive business decisions. For more
information, visit NucleusResearch.com
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