G00299397
The Gartner CRM Vendor Guide, 2016 Published: 9 May 2016
Analyst(s): Jim Davies, Ed Thompson, Gareth Herschel, Michael Maoz, Kimberly Collins, Joanne M. Correia, Bern Elliot, Twiggy Lo, TJ Singh, Chris Fletcher, Jenny Sussin, Olive Huang, Rob Dunie, Brian Manusama, Tad Travis, Jason Daigler, Penny Gillespie, Saul Judah, Ilona Hansen, Drew Kraus, Jim Robinson, Patrick J. Sullivan, Jeff Freyermuth, Adam Sarner
CRM leaders are continuing to invest in digital CRM technologies to drive growth and improve the customer experience. A key priority is market differentiation via new data and analytics tools that create consistent, contextualized customer interactions across all communications channels.
Key Findings ■
During the next five years, the dominant CRM deployment model will continue to be an onpremises and SaaS hybrid. But the remaining CRM application functionalities will be harder to adopt in a cloud delivery model, causing integration costs of point products to rise as CRM leaders try to get a single view of the customer across departmental lines.
■
Developing a customer engagement center with an intelligent CRM case management system will be the keystone of many CRM leaders' customer service technology strategy, but at least five different vendors will be needed to succeed with this model.
■
Increased competition for new CRM installations and installed base protection are driving price discounts in the U.S. across solutions at all price points. Other regions that are mature in CRM adoption are expected to see a similar trend later in the forecast period (see "Forecast Overview: CRM Software, Worldwide, 2015").
■
CRM leaders no longer focus on the CRM application itself, but on how it transforms interactions with customers, partners and other parties to increase revenue or increase customer satisfaction. This demands integrating a wide range of technologies and processes.
Recommendations ■
Leverage the Gartner CRM Maturity Model framework to assess your organization's CRM maturity level objectively and to form the basis for your CRM roadmap. Ensure that CRM programs are business-driven.
■
Improve digital customer acquisition and increase digital commerce sales by incorporating digital commerce ecosystem applications to enhance the digital commerce customer