Users of CRM applications are moving beyond lower cost sales force and customer service activity as they embrace much more sophisticated functionality to boost their sales and marketing success.
The latest CRM Technology Value Matrix released today by Nucleus Research finds CRM applications are evolving with new functionality, including sales effectiveness and enablement, social capabilities, marketing, and web optimisation with trends towards mobile application support.
The analyst highlights Microsoft, Oracle and Salesforce.com as the leading vendors in the current Value Matrix. But as major vendors are approaching the end of their product lifecycles for CRM applications, the analyst is predicting a very active market for competitive switches.
Rebecca Wettemann, vice president of research, Nucleus Research, said: "CRM decision makers today are looking beyond simply tracking and measuring sales force or customer service activity at a lower cost. They want access to tools that will make individual performers more productive, keeping mobile access and collaborative capabilities high on their checklist."
Social CRM capabilities such as microblogging, conversations and automated activity update integration have been included in some of these new packages, while customer self-service and enhanced web support capabilities with mobile innovation as a focus are anticipated in near future releases.
Software as a Service (SaaS) and similar Cloud based offerings are now commonplace and integral to many new releases in the CRM lifecycle, while updated mobile applications push universal access via HTML5, the report says.