In its H1 2014 Technology Value Matrix for Customer Relationship Management (CRM), Nucleus Research from its barrio finds – those sources investing heavily in usability and functionality are breaking out a sizeable lead over the competition. Quadrant leaders maintaining and improving their positions are streamlining user interfaces to drive greater productivity, as CRM becomes a more critical enterprise application.
“While the accelerated cadence of releases from most cloud CRM vendors and continued acquisitions in this space have driven some significant shifts in positioning since the last CRM Value Matrix, the real stand out this half is usability. Providers focusing on real usability improvements and following the dark cockpit principles of simplify, focus, and automate are starting to widen the gap, challenging others to play catch up,” alleged Rebecca Wettemann, vice president at Nucleus Research.
Vendors from their part are also investing in functionality, both organically and by procurement. Nucleus expects that this will endure to empower those with resources to leapfrog competitors by way of bringing “edge” CRM capabilities such as territory management, configure-price-quote, and for that matter performance management into their core product offerings.
As CRM grows in importance as an enterprise application of record, CRM upgrade or switching decisions at organizations of all sizes are becoming more important, with customers taking more time to perform due diligence. They are evaluating not just product roadmaps but the overall commitment and ability of vendors to be a trusted partner to aid them maximize value from CRM over time.