The Gartner CRM Vendor Guide, 2015

G00271753 The Gartner CRM Vendor Guide, 2015 Published: 11 March 2015 Analyst(s): Jim Davies, Ed Thompson, Gareth Herschel, Michael Maoz, Robert P. Desisto, Kimberly Collins, Joanne M. Correia, Patrick J. Sullivan, Bern Elliot, Twiggy Lo, TJ Singh, Kensuke Kawabe, Chris Fletcher, Jenny Sussin, Penny Gillespie, Saul Judah, Olive Huang, David Kohler, Rob Dunie, Brian Manusama, Tad Travis, Jason Daigler Digital CRM technologies that drive growth and elevate the customer experience top the list of CEOs' investment priorities for the next five years. Data and analytics tools that facilitate consistent, contextual interactions across all communications channels help provide market differentiation. Key Findings ■ The CRM software market is projected to grow at a 14.7% compound annual growth rate (CAGR). ■ SaaS- or cloud-based deployments represent more than 40% of all CRM deployments, and they appear set to reach 50% during 2016. Recommendations ■ Leverage the Gartner CRM Maturity Model framework to assess your organization's CRM maturity objectively and to form the basis for your CRM road map. Ensure that CRM programs are business-driven. Organizations that believe that only a technology investment is needed to solve their problems are likely to fail. ■ Leverage mobile, social media and technologies that facilitate enterprise collaboration internally and externally throughout your CRM products to increase sales, marketing and service opportunities. ■ Beware of expectations that everything will be in the cloud, and do not expect to source all applications that way. Maintain some on-premises skills in-house to be prepared for hybrid CRM delivery models. Focus on integration skills. ■ Review "Predicts 2015: CRM Sales" and the Gartner Recommended Reading at the end of this document for additional perspective. Table of Contents Analysis.................................................................................................................................................. 3 Market Forecast: Positive Outlook for CRM, Worldwide, Through 2018............................................ 3 Cool Vendors................................................................................................................................... 5 Cool Vendors, 2014....................................................................................................................6 Cool Vendors, 2013 Through 2006.............................................................................................6 Sales.............................................................................................................................................. 11 Sales Opportunity Management................................................................................................11 Sales Effectiveness................................................................................................................... 15 Sales Performance Management.............................................................................................. 22 Social for Sales.........................................................................................................................27 Partner Relationship Management............................................................................................ 29 Digital Commerce...........................................................................................................................30 Digital Commerce Platforms..................................................................................................... 30 Digital Commerce Ecosystem................................................................................................... 33 Marketing....................................................................................................................................... 46 Integrated Marketing Management........................................................................................... 46 Multichannel Campaign Management....................................................................................... 48 Digital Marketing....................................................................................................................... 51 Lead Management................................................................................................................... 51 Marketing Resource Management............................................................................................ 52 Marketing Analytics...................................................................................................................55 Social for Marketing.................................................................................................................. 56 Customer Service........................................................................................................................... 58 Customer Engagement Center................................................................................................. 58 Contact Center Workforce Optimization....................................................................................62 Web Customer Self-Service......................................................................................................68 Contact Center Infrastructure....................................................................................................77 Social for Customer Service......................................................................................................83 Customer Service Analytics...................................................................................................... 85 Text Analytics........................................................................................................................... 86 Field Service............................................................................................................................. 88 Customer Experience Management..........................................................................................90 Voice of the Customer.............................................................................................................. 92 Customer Experience Management Service..............................................................................93 Cross-CRM.................................................................................................................................... 97 Cross-Functional Customer Analytics....................................................................................... 97 Page 2 of 134 Gartner, Inc. | G00271753 Real-Time Decisioning.............................................................................................................. 99 Text Analytics........................................................................................................................... 99 Intelligent Business Process Management Suites....................................................................101 Master Data Management for Customer Data.........................................................................102 Regional CRM Specialists.............................................................................................................103 European CRM Application Software Specialists.................................................................... 103 Asia/Pacific Region CRM Application Software Specialists......................................................108 CRM Business Process Outsourcers............................................................................................ 113 Outsourcing Providers With Capabilities in North America.......................................................113 Outsourcing Providers With Capabilities in Latin America........................................................115 Outsourcing Providers With Capabilities in EMEA................................................................... 116 Outsourcing Providers With Capabilities in the Asia/Pacific Region......................................... 118 CRM Service Providers.................................................................................................................120 CRM Service Providers With Capabilities in North America..................................................... 120 CRM Service Providers With Capabilities in EMEA.................................................................. 121 CRM Service Providers With Capabilities in Asia/Pacific Region and Japan............................ 123 CRM Service Providers for SaaS Implementations.................................................................. 125 CRM Suites for Small or Midsize Businesses (SMBs).................................................................... 131 CRM Suites for SMBs.............................................................................................................131 Gartner Recommended Reading........................................................................................................ 132 List of Figures Figure 1. Actual Growth (2013) Versus Expected CRM Market Growth Through 2018............................4 Figure 2. Percentage of Worldwide CRM Revenue by Region, 2014 and 2018....................................... 5 Analysis Market Forecast: Positive Outlook for CRM, Worldwide, Through 2018 Gartner expects CRM market growth to increase slightly, continuing to grow at a moderate rate in 2015 (see Figure 1 and "Forecast: Enterprise Software Markets, Worldwide, 2011-2018, 4Q14 Update"), following multiple strong years of investment. The outlook continues to be positive throughout the forecast period, with an overall CAGR of 14.7%, as buyers focus on technologies that enable more-targeted customer interactions in multichannel environments. Gartner, Inc. | G00271753 Page 3 of 134 Currently, SaaS- or cloud-based deployments represent more than 40% of all CRM deployments, and they appear set to reach 50% during 2016. In many ways, the "low-hanging fruit" for cloud adoption has already been picked. The remaining areas of CRM application functionality will be ever harder to adopt in a cloud delivery model, so the switch to cloud will slow down steadily. Figure 1. Actual Growth (2013) Versus Expected CRM Market Growth Through 2018 Source: Gartner (March 2015) Today, North America is the largest CRM regional market. Growth in underserved markets, such as the Asia/Pacific region and Latin America, will be driven through 2018 by large global company purchases and rapid establishment of new enterprises, changing consumer buying patterns, and increasing adoption among the small or midsize businesses (SMBs). Emerging markets, particularly Latin America and the Asia/Pacific region, will see the strongest growth over the next five years, although from a much smaller installed and revenue base. North America and Western Europe remain the largest regions for CRM, accounting for 80% of total software revenue in 2014, with the regions expected to decline 2.3% of share over the forecast period to 77.7% in 2018 (see Figure 2 and "Forecast: Enterprise Software Markets, Worldwide, 2011-2018, 4Q14 Update"). Most regions will experience double-digit growth rates for the next five years, with Western Europe having the lowest CAGR at 12.4%, as the markets will have a mixed economic performance. Page 4 of 134 Gartner, Inc. | G00271753 Figure 2. Percentage of Worldwide CRM Revenue by Region, 2014 and 2018 Source: Gartner (March 2015) Customer service support is the backbone of CRM operations and has the largest share in Greater China, Latin America and emerging Asia/Pacific countries. "Greenfield" opportunities from these emerging regions come from all CRM subsegments (sales, customer service support, marketing and digital commerce). Nevertheless, emerging countries tend to be fragmented, with uneven growth opportunities across different verticals (see "Forecast Overview: CRM Software Worldwide, 2014"). Cool Vendors Gartner's definition of a Cool Vendor is a small company offering a technology or product that is: ■ Innovative — It enables users to do things they couldn't do before the technology emerged. ■ Impactful — It has or will have a business impact; it's not just technology for the sake of technology. ■ Intriguing — It has caught Gartner analysts' and clients' interest or curiosity during the past six months. Our research is structured so that users can quickly determine what is cool about the vendor, what its challenges are and who in the buyer organization will benefit from the vendor's offering. Gartner, Inc. | G00271753 Page 5 of 134 Cool Vendors, 2014 We have updated the following Cool Vendors lists to reflect changes to a vendor status or name since first being mentioned in our Cool Vendors research. ■ Adam Software ■ Buttle Information Systems ■ ClearSlide ■ DataSource ■ Eudata ■ FacitiltyLive ■ Gainsight ■ HubSpot ■ KMS lighthouse ■ MindMixer ■ Personetics ■ Provenir ■ Selligy Cool Vendors, 2013 Through 2006 Cool Vendors, 2013: ■ Conversocial ■ Datahug ■ Lattice Engines ■ Rant & Rave ■ RedPoint ■ SproutLoud ■ SundaySky ■ The TAS Group ■ WalkMe ■ Workfront Page 6 of 134 Gartner, Inc. | G00271753 ■ Xiaoi Cool Vendors, 2012: ■ Badgeville ■ Blooming ■ Commerce Guys ■ CustomerXPs ■ Decideware ■ Engage121 ■ GeoFluent ■ GoodData ■ Hearsay Social ■ Interactions ■ KomBea ■ OctaShop ■ Oracle (BlueKai) ■ Peer Squared (renamed Smartify) ■ Qlika (acquired by The Priceline Group) ■ Qvidian ■ Social Vision (Ni3) ■ Spendsetter ■ Vivastream Cool Vendors, 2011: ■ Acumen Solutions ■ Anboto ■ Coffee Bean Technology ■ Collective Intellect (acquired by Oracle) ■ General Sentiment ■ Gigya Gartner, Inc. | G00271753 Page 7 of 134 ■ Lucent (Proxomo) ■ Openstream ■ Qontext (acquired by Autodesk) ■ Soluto ■ Telnic ■ ThreatMetrix ■ Whisbi ■ WorkFlex Solutions ■ ZoomSafer (Aegis Mobility) Cool Vendors, 2010: ■ Artisan Solutions (now known as Artisan) ■ Balihoo ■ Foursquare ■ GyPSii ■ Jigsaw (acquired by Salesforce) ■ modomodo ■ NextStage Evolution ■ Pontis ■ Prolifiq Software ■ QuickSearch ■ SelfService Company ■ Siri (acquired by Apple) ■ Synthetix ■ Thunderhead ■ Transera Cool Vendors, 2009: ■ Cloud9 Analytics ■ Digby (acquired by Phunware) Page 8 of 134 Gartner, Inc. | G00271753 ■ dna13 (acquired by CNW) ■ Helpstream ■ Makana Solutions (acquired by Cornerstone Software) ■ MuseWorx ■ NexJ Systems ■ Pontis ■ Reimage ■ Silent Edge ■ Viclone ■ Visible Measures Cool Vendors, 2008: ■ Advizor Solutions ■ Aggregate Knowledge ■ Cvent ■ Eidoserve (GetAbby) ■ EveryScape ■ LandSonar (acquired by Triangle Software) ■ Lemonade ■ Orchestra Networks ■ Saepio ■ SalesCentric ■ SupportSpace ■ The Fizzback Group (acquired by Nice Systems) ■ TopQuadrant ■ Vitrium Systems ■ Xmonic-Imparta ■ Ydilo ■ Zoomix (acquired by Microsoft) Gartner, Inc. | G00271753 Page 9 of 134 Cool Vendors, 2007: ■ 5Square Technologies ■ Accept Software ■ Eloqua ■ Enkata ■ Experian Hitwise ■ Exploria ■ Infonis International ■ InsideView ■ KXEN (acquired by SAP) ■ Landslide ■ Loyalty Lab (acquired by Tibco Software) ■ NearbyNow (acquired by JiWire) ■ OpenQ ■ PowerReviews ■ RLPTechnologies ■ Swivel Secure ■ TOA Technologies (acquired by Oracle) ■ Vistaar Technologies ■ XpertUniverse Cool Vendors, 2006: ■ Business Events ■ Communispace ■ Exchange Solutions ■ Health Market Science ■ InvisibleCRM ■ Invoke Solutions ■ Involve Technology Page 10 of 134 Gartner, Inc. | G00271753 ■ Marketing Management Analytics ■ Massive ■ Nice Systems ■ Olista ■ Savo ■ Sigma Dynamics (acquired by Oracle) ■ SugarCRM ■ Umbria ■ Venda Sales Sales Opportunity Management Opportunity Management (Activities, Contacts, Accounts, Pipeline) Opportunity management is a systematic approach to modeling a sales process to pursue opportunities in the context of a sales channel's preferred philosophy, methodology or strategy. A sales process, or set of phases/steps, is defined to capture and track progress in following up on leads and closing sales. Sales pipeline management capabilities provide an aggregated view of all opportunities by sales stage or potential close date. The opportunity management system (OMS) enables salespeople to create and submit forecasts from their active opportunities, or sales management to draw from forecasts, without involving salespeople, by analyzing sales activity progress. Vendors include: ■ Aplicor ■ Aptean (Pivotal CRM) ■ CRMnext ■ FrontRange Solutions (GoldMine) ■ Infor (Saleslogix) ■ Maximizer Software ■ Microsoft (Dynamics CRM, Dynamics CRM Online) ■ NetSuite Gartner, Inc. | G00271753 Page 11 of 134 ■ Oracle (Sales Cloud, Siebel CRM) ■ Sage CRM ■ Salesforce ■ SAP ■ Soffront Software ■ SugarCRM ■ Swiftpage (Act) ■ Tour de Force CRM ■ Zoho Sales Analytics and Reporting Sales analytics solutions encompass business intelligence technologies predesigned by best-ofbreed vendors or packaged to support sales organizations in identifying, modeling and understanding the root causes of sales trends and outcomes. New sales analytics tools have emerged that create actionable metrics that enable sales management to take action on the data being presented. Sales analytics systems provide functionality that supports the discovery and diagnostic exercises that enable the manipulation of parameters, measures, dimensions or figures as part of an analytics or planning exercise. Typically, interfaces, fields, models and features are tailored to reflect sales terminology, responsibilities (e.g., pipeline analysis), and discovery and optimization processes (such as deal analysis or territory balancing). Graphical interfaces have become easier to use, and the presentation of the information has been converted to endless options of graphs, charts and diagrams. Solutions vary in technical sophistication, from embedding simple, ad hoc querying capabilities in dashboards, to supporting more complex multidimensional analyses, to providing data mining models that improve visibility into sales channels and market conditions, discern actual progress and generate forecasts. Vendors include: ■ Angoss Software ■ Birst ■ GoodData ■ IBM (Cognos) ■ Microsoft (SQL Server Analysis Services) ■ MicroStrategy ■ Oracle (Oracle Business Intelligence Suite Enterprise Edition Plus [OBIEE]) Page 12 of 134 Gartner, Inc. | G00271753 ■ Qlik ■ Right90 ■ Salesforce (Wave) ■ SAP (SAP BusinessObjects) ■ SAS ■ Tableau Software ■ Tibco Software (Spotfire) ■ Vecta Recurring Revenue Management The business of managing renewal revenue or recurring revenue has created a new market for SaaS technology companies. While existing CRM systems assist in managing accounts, contacts and new opportunities, companies must also capitalize on every customer-recurring opportunity to meet and exceed revenue targets. Revenue from customer relationships represents a frequently undervalued asset that, when properly managed, can provide an annuity stream and platform for growth. Recurring revenue management companies utilize operational data from existing systems (e.g., CRM and ERP analytics) to provide qualitative benchmarking of their clients' key service consumption and adoption metrics. They also conduct performance analyses by contract size, customer segment, product group, service level, distributor or reseller throughout the customer life cycle. Some vendors also provide customer success management capabilities. Renewal or recurring revenue is not reserved only for technology companies or SaaS models, although numerous startups have emerged to manage the billing aspects of SaaS. The concept of managing accounts that buy products consistently every month and have to manage the business is a complex challenge for many companies. There are many CRM and partner relationship management tools for managing and attaining new business. However, a new market has emerged where vendors focus on renewal or recurring revenue. Companies lose business consistently due to the lack of attention to their customers and shifts in buying patterns. Vendors include: ■ Aria Systems ■ Bluenose ■ Gainsight ■ Intacct ■ NetSuite Gartner, Inc. | G00271753 Page 13 of 134 ■ Pros ■ ServiceSource ■ Right On Interactive ■ Totango ■ Zilliant ■ Zuora Sales Predictive Analytics Sales predictive analytics is an emerging category of sales enablement software. Solutions in this space are SaaS-only, and fill a gap between traditional sales force automation (SFA) functionality and sales business intelligence (BI) solutions. Applying heuristic and machine learning algorithms to a firm's historical opportunity data, predictive analytics solutions provide data-driven insights into the sales process. They perform analytical tasks not provided in most opportunity management systems, such as calculating propensity-to-close scores, providing estimated close dates, calculating estimated deal size and updating forecast category values. The leading vendors provide functionality akin to lead scoring models, whereby different opportunity scoring models can be applied to different business units. Other vendors use predictive analytics to identify product white space opportunities, in support of customer success and renewal processes. Early adopters of opportunity management predictive analytics solutions cite improvements in deal closure rates, win rates, renewal rates, pipeline and revenue. Gartner also notes that it improves the productivity of sales teams because it reduces time spent updating forecasts and pipeline reports. Vendors include: ■ 6sense ■ C9 ■ Clari ■ Fliptop ■ Gainsight ■ Host Analytics ■ Infer ■ Lattice Engines ■ Leadspace ■ Mintigo ■ ServiceSource Page 14 of 134 Gartner, Inc. | G00271753 ■ TopOPPS ■ Totango Sales Effectiveness Mobile Sales Productivity This is a new emerging category of vendors that have specially designed mobile applications to help salespeople be more productive in their daily tasks, such as logging emails and phone calls, preparing for sales meetings, managing tasks, and following through with prospects for fulfillment. At this time, these applications are not replacements for a corporate-based SFA system and are often directly purchased by salespeople. Most of these apps will integrate information with a sales organization's SFA system. Not included on this list are SFA vendors, all of which provide some mobile application to provide access to CRM data. Instead, we are looking at mobile-centric vendors that are focused more on the productivity of a salesperson. Vendors include: ■ AppMesh ■ Base ■ Clari ■ MobileForce Software ■ Resco ■ Selligy ■ Tactile Configure, Price and Quote Application Suites Configure, price and quote (CPQ) application suites provide an integrated software feature set that supports sales configuration, pricing and quote/proposal generation activities. CPQ application suites improve the guidance, governance and efficiencies of selling unique combinations of products and/or services for different sales situations, while reducing the nonselling work and selling cycle times, as well as improving overall sales effectiveness. These applications are designed to be deployed directly to salespeople, as well as for usage by indirect channels (partners) and customers in self-serve environments. CPQ application suites support needs assessments, guided selling, and solution and negotiated sales processes. Gartner, Inc. | G00271753 Page 15 of 134 Emerging capabilities include product and pricing data management, proposal generation, deeper analytics and knowledge management (KM), contract management, sales order management, and revenue management capabilities. Vendors include: ■ Apttus ■ CallidusCloud ■ Cincom Systems ■ Configit ■ Configure One ■ FPX ■ IBM Sterling CPQ ■ Infor Product Configuration Management (PCM) ■ Oracle (BigMachines CPQ Cloud, E-Business Suite, Siebel CPQ) ■ Pros (Cameleon Software) ■ SAP CPQ ■ Tacton Systems Proposal Generation Proposal generation systems are sales and business development tools that automate the creation of documents for presenting value propositions, business justifications, product details, deal components, terms and conditions, and/or pricing of a company's product line tailored to a specific sales situation. The purpose of the generated deliverables is to satisfy outstanding points raised by prospects or clients, and to help salespeople close transactions. This category can be divided into two segments: ■ Supporting selling personnel directly by generating standard sales proposals, drawing upon largely boilerplate content ■ Providing support to sales and subject matter experts for generating responses to RFPs and participating in formal bidding processes Advanced tools should provide templates, content administration and collaborative capabilities (to manage projects), as well as workflow for versioning, approval and publication processes, to improve the scaling of proposal resources. Users may desire support for FAQ knowledge bases, marketing collateral repositories and integrations to contract management systems for standard legal language to facilitate formal responses to RFPs, as well as to enforce communication discipline and governance over deals. Page 16 of 134 Gartner, Inc. | G00271753 Vendors include: ■ Apttus ■ Cincom Systems ■ Intravation ■ Octant ■ Oracle ■ Proposal Software ■ Qorus Software ■ Quosal ■ Quote Roller ■ Qvidian ■ RFPMonkey.com ■ salesElement ■ Savo ■ SpringCM Digital Content Management for Sales Digital content management applications for sales encompass repositories, authoring tools, collaborative environments and interfaces dedicated to publishing, managing and presenting documentation and information that help salespeople develop and close sales opportunities or grow recurring business. These systems manage sales collateral, presentations, best practices, cases studies, objection-handling points, sales insights, RFPs and responses, and competitive information in a variety of formats that sales personnel can assess and share. Many solutions in this space serve as content management systems that provide strong content library functions like versioning, workflow, search and relevancy indicators. The leading solutions provide a dedicated mobile application, where sales presentations can be accessed, shared and emailed to contacts and leads. Other solutions are built on HTML5, which means that the applications are fully optimized for tablet form factors. Other solutions offer deep integration into sales processes and SFA applications. Also, several solutions have consumption and adoption metrics, so that managers can determine how collateral pieces affected sales cycles. Vendors include: ■ bigtincan ■ Bloomfire Gartner, Inc. | G00271753 Page 17 of 134 ■ Brainshark ■ CallidusCloud ■ Exploria ■ Microsoft ■ Oracle ■ Osix (Speedshare) ■ Prolifiq Software ■ Proscape Technologies ■ Qvidian ■ Salesforce ■ Savo ■ Seismic ■ Skura ■ SpringCM Price Optimization and Management Price optimization and management (PO&M) is based on a set of analytics, SFA and sales effectiveness tools that enable companies to analyze, optimize and execute more-effective pricing strategies, and to maximize both margin and revenue. The three core functional areas of PO&M include price analytics, price optimization and price execution. These three functional capabilities enable companies to implement and improve closed-loop pricing processes that quantify the size and scope of the pricing challenge; provide guidance to maximize margins, revenue and profits; and enable pricing governance and oversight of sales processes and direct/indirect sales channels. PO&M adoption is concentrated in industries that sell high-volume products and that rely on price as one of the key differentiators of the product. Major industry segments include airlines and travel, chemicals, consumer goods, energy, financial services, food and beverage, high tech, life sciences, manufacturing, telecommunications, and wholesale. Vendors in this category may provide all of the three core PO&M functionalities; more broadly, some vendors will provide a subset of the total PO&M functionality or may focus on the specific needs of one or two vertical industries. Other companies may provide a combination of analytics tools and price management services to achieve similar results. Integration with SFA, sales effectiveness applications, CPQ tools, and tablet or mobile devices is a growing priority of the sector, as companies focus on making PO&M capability a more integral part of the customer experience. Vendors include: Page 18 of 134 Gartner, Inc. | G00271753 ■ Accenture ■ Apttus ■ Capgemini ■ Deloitte ■ FICO ■ Hitachi ■ IBM ■ L&T Infotech ■ McKinsey & Co. ■ Model N ■ Navetti ■ Pros ■ PTC ■ Syncron ■ Vendavo ■ Vistaar Technologies ■ Wipro ■ Zilliant Sales Order Management Sales order management is a critical application for opportunity-to-cash processes. These applications enable sales and business partners to manage sales orders, reduce administrative sales workload, increase solution/order accuracy, improve the quality of deliverables to clients and prospects, and, through analytics, provide valuable insights into customers' buying patterns. The applications enable numerous functions, including inventory availability and available-to-promise information, load and delivery management and bulk stock management, user-defined information, recurring order and order template processing, customer and item preference profiles, comprehensive order and line status tracking, flexible pricing, and discounting, which support promotions, contracts and allowances. OMS-centric SFA vendors provide configuration and customization tools that enable users to create "good enough" order management capabilities, eliminating the need for a third-party vendor. ERP suite vendors often provide more breadth of functionality to cover multiple functional areas. Gartner, Inc. | G00271753 Page 19 of 134 Vendors include: ■ Acctivate ■ Acumatica ■ Amdocs ■ CloudSense ■ Esker ■ Fujitsu (Glovia) ■ IBM ■ Microsoft ■ NetSuite ■ Oracle ■ Rootstock Software ■ SAP ■ TradeGecko ■ Zoho Sales Information Services Sales information services provide, capture, filter, cleanse or aggregate data used by sales and marketing organizations. Sales information services are used to: ■ Develop databases for marketing campaigns and lead management programs. ■ Augment internal sources of data for customers, partners and prospective customers. ■ Provide informed levels of insight about competitive, partner, peer or prospect organizations. Sales information services are increasingly used to establish individual, personal contacts in the context of sales networking and initiatives. Sales information services can provide access to information such as financial data, credit ratings, news, organizational hierarchies, and management teams and personnel changes. Analytics applications in this segment can extract insight on opportunities from external and internal data sources to identify correlations and improve lead conversion rates. Other applications use social tools to correct, append or augment customer and prospect data. The insight can be used for lead scoring, lead prioritization and customer acquisition, and to improve sales effectiveness. Sales and marketing teams are also using social CRM and social sites as sources of insight and data to augment third-party sales information data sources and to keep customer databases current. Page 20 of 134 Gartner, Inc. | G00271753 Vendors include: ■ Acxiom ■ Artesian Solutions ■ Avention ■ Bureau van Dijk ■ BoardEx ■ Broadlook Technologies ■ Dow Jones (Factiva) ■ Dun & Bradstreet ■ Experian ■ Harte Hanks ■ Infogroup ■ InsideView ■ Lattice Engines ■ Mintigo ■ Reed Elsevier ■ Salesforce (Data.com) ■ SalesPredict ■ ZoomInfo Sales Contract Management Sales contract management systems (also referred to as sell-side contract management) support the creation and/or assembly of binding legal documents and any associated content, such as statements of work (SOWs) and addenda. These systems usually help sales support organizations oversee and assist sales teams in exploiting suitable contract content in the closing phases of sales cycles (when a deal goes to contract and negotiations). Such systems focus on ensuring compliance with corporate standard terms and conditions, managing proposed changes, and exercising revision control during negotiations. Baseline functionality includes online document repositories (for boilerplate templates and executed agreements), clause libraries, search functionality (full text), authoring and editing tools, version control, approval workflow, and administrative features for managing executed contracts and monitoring the expiration of agreements. Gartner, Inc. | G00271753 Page 21 of 134 Functionality may also extend support for project workspace, contract pricing, contract profitability impact analytics, e-signature capabilities and renewals, and invoice compliance and terms management. Organizations are focusing on contract compliance and renewals as they transform to subscription-based engagements. Sales contract management remains a fragmented, niche market. Vendors active in this space tend to cater to specific industries and departmental priorities, or provide add-ons to third-party business applications or content management systems. Vendors include: ■ Apttus ■ CLM Matrix ■ FPX (Glider) ■ IBM ■ Model N ■ Oracle ■ Prodagio Software ■ Revitas ■ SAP ■ SciQuest (Upside Software) ■ Selectica ■ SpringCM ■ Symfact ■ Vistex Sales Performance Management Sales Incentive Compensation Management Software Sales incentive compensation management (ICM) applications document remuneration plans and associated rules and quotas for internal and external salespeople, and track and report results and performance-based payments. Sales ICM applications are designed to manage credits, adjustments and calculations of commissions and bonuses for direct and partnered sales organizations. Such software packages should provide extensive reporting for sales management and finance, and include tools to model and analyze compensation strategies for influencing selling behaviors. Vendors include: Page 22 of 134 Gartner, Inc. | G00271753 ■ Anaplan ■ beqom ■ CallidusCloud ■ Cornerstone Software ■ IBM (Cognos Sales Performance Management [SPM]) ■ Incentives Solutions ■ NetCommissions ■ Nice Systems ■ Optymyze ■ Oracle (Sales Cloud) ■ SAP ■ Xactly ■ Zoho Territory Management Software Territory management software helps organizations define the market coverage of their sales channels, typically with an emphasis on field sales. This software segment encompasses the planning, mapping, definition and assignment processes for allocating sales resources to maximize market coverage productivity. Such applications should help enterprises establish the sales hierarchies, different types and levels of sales territories, and accounts assigned to salespeople, based on the enterprise's strategies for growing revenue, margins or product unit volumes. The sophistication of these applications ranges from basic administrative functionality for rendering hierarchies, assignments and crediting rules, to simple mapping software, to advanced analytics for optimizing territories. The advanced analytics category may help companies determine the market potential of specific regions. It includes functionality for balancing and sizing territories to ensure that territories provide equitable opportunities to each selling resource. Vendors include: ■ AlignStar ■ CallidusCloud ■ Cegedim ■ Cognizant ■ IBM (Cognos Sales Performance Management) Gartner, Inc. | G00271753 Page 23 of 134 ■ Mapping Analytics (ProAlign) ■ Oracle (Sales Cloud) ■ Optymyze ■ Salesforce ■ SAP ■ Tactician ■ The TerrAlign Group ■ Zoho ■ ZS Associates Sales Training Management Solutions Sales training solutions are designed to help organizations train salespeople on the policies, procedures, processes, methodologies, best practices, and market and product information required to fulfill sales responsibilities. Solutions in this category are commonly termed as learning management systems (LMS), but Gartner notes that there are several non-LMS solutions emerging, coming from companies that embed training videos and rich-content text directly into SFA systems. Enterprises typically seek sales training solutions to improve onboarding processes for new hires, enable appraisal processes to better understand skill levels, provide continuing education on business practices and skills requirements, and help salespeople address events in sales cycles more effectively. Vendors include: ■ Axiom Sales Force Development ■ Brainshark ■ CallidusCloud ■ ClearSlide ■ CloudCoaching International ■ Cornerstone OnDemand ■ IBM (Kenexa) ■ Miller Heiman ■ Richardson ■ Saba ■ Sales Performance International (SPI) Page 24 of 134 Gartner, Inc. | G00271753 ■ Savo ■ The TAS Group ■ WalkMe ■ Xentor Solutions Sales Appraisal Management Appraisal and evaluation systems enable sales management to understand the salesperson's progress against quantitative measures (quota attainment, key performance indicator [KPI] attainment) and qualitative measures (product knowledge, industry expertise, selling techniques). Appraisals can be formal, such as year-end evaluations, or informal, such as observing sales calls. Use performance appraisal and assessment solutions to help manage goals and objectives, assess competencies (self-assessment to 360-degree assessment), and create developmental plans. Vendors include: ■ Axiom Sales Force Development ■ CallidusCloud ■ Cornerstone OnDemand (Sonar6) ■ Halogen Software ■ IBM (Kenexa) ■ Oracle (Taleo) ■ Salesforce (Work.com) ■ SAP (SuccessFactors) Strategic Account Management Strategic account management (SAM) is the discipline of account planning, sales plan execution and selling techniques that unite internal sales resources around a common action plan for meeting revenue and relationship objectives at specific accounts. These systems automate work commonly performed manually, providing resources with action plans, playbooks, status reports, relationship maps and workflows. Vendors include: ■ Anaplan ■ Axiom Sales Force Development ■ Interactive Medica Gartner, Inc. | G00271753 Page 25 of 134 ■ Miller Heiman ■ Revegy ■ Salesforce (Sales Path) ■ Savo ■ The TAS Group Sales Coaching Systems One subset of e-learning is the specific coaching/training requirements of salespeople, linked to quality evaluations from sales or field calls or recorded calls from telesales. These solutions help optimize performance through the delivery of appropriate feedback and coaching materials, such as best practices or specific coaching notes from the supervisor. Automated coaching applications enable sales management to teach, train, lead and manage in a consistent and effective manner. When linked with other SPM applications, these tools enable the sales force to understand where it is deficient and to access needed education that will enable the salespeople to sell effectively with potentially less interaction from marketing or management. Tools have emerged across the sales effectiveness layer to help salespeople leverage drill-down applications. For example, sales coaching systems can be used: ■ In peer-to-peer collaboration environments for sharing best practices on creating winning proposals ■ To help salespeople produce more-effective customer interactions Objectives may also be desired for specific selling activities or outcomes, as well as accompanying tools to help sales managers track the progress of team members and provide coaching. Vendors include: ■ Axiom Sales Force Development ■ beqom ■ CallidusCloud ■ CSL ■ IBM ■ Incentive Solutions ■ Nice Systems ■ Optymyze ■ Salesforce (Work.com) Page 26 of 134 Gartner, Inc. | G00271753 ■ Sales Performance International (SPI) ■ ValueSelling Associates ■ Xentor Solutions Gamification for Sales Gamification is the use of game mechanics and game design techniques in nongame contexts to design behaviors, develop skills or engage people in innovation. Combined with other technologies and trends, gamification can cause major discontinuities in innovation, sales performance management, education, personal development and customer engagement. Using gamification to manage sales contests and incentive programs has also become a normal course of action for many sales organizations. In this case, they do not necessarily apply "game design" techniques, but use badges, ranking or scoring to keep track and award salespeople. Vendors include: ■ Badgeville ■ Bunchball ■ CallidusCloud ■ Incentive Solutions ■ Hoopla ■ LevelEleven ■ Salesforce ■ SAP ■ ZincNet Social for Sales Social Analytics for Sales Social analytics applications for sales help organizations uncover nuances in prospect or customer interactions that help transform diverse sets of social data into actionable strategies. Vendors include: ■ Artesian Solutions ■ Avention ■ FirstRain Gartner, Inc. | G00271753 Page 27 of 134 ■ LeadSift ■ realSociable ■ Tracx Social Media Engagement for Sales Social media engagement applications for sales enable salespeople to monitor and respond to social media activity in order to reach out to prospects. Vendors include: ■ Artesian Solutions ■ Hearsay Social ■ LinkedIn ■ Nimble ■ Tracx Internal Community Software Internal community software for customer service enables internal collaboration for salespeople around a prospect, an account or a set of accounts. Internal community software capabilities ideally should be embedded within a broader sales application. Vendors include: ■ IBM ■ Jive Software ■ Microsoft ■ Oracle ■ Salesforce ■ SugarCRM Social Contact Enrichment for Sales Social contact management applications help organizations consolidate social contact profiles with another contact profile of record. Vendors include: ■ Ecquire Page 28 of 134 Gartner, Inc. | G00271753 ■ IDInteract ■ InsideView ■ KiteDesk ■ Lattice Engines Partner Relationship Management Partner Relationship Management Partner relationship management (PRM) enables organizations with indirect sales channels — such as agents, brokers, dealers, distributors and value-added resellers — to more effectively and efficiently access content/tools, and manage activities related to sales, lead management, deal registration and opportunity management. Much of the PRM investment during the past year has focused on basic opportunity management, lead management, forecasting and sales reporting capabilities to partners, often through the implementation of hosted CRM/SFA solutions, such as Salesforce. However, companies in industries including high tech and manufacturing have made deeper investments in PRM applications, based on products from CRM leaders or from smaller, specialized PRM vendors. Investment in PRM-licensed or hosted vendor solutions (as opposed to internally developed and highly customized applications) has been strongest in banking, brokerage, high tech, insurance, life sciences and manufacturing. The majority of PRM solutions deployed as new implementations or to replace internally developed, indirect channel management solutions will continue to be SaaSbased, and will provide the sales-focused basics of PRM. Opportunity management and lead management are two subsegments that will continue to grow faster than the rest of the PRM segment. Vendors include: ■ Channeltivity ■ Cognizant ■ Gorilla Toolz ■ LogicBay ■ Microsoft ■ NetSuite ■ Oracle ■ Relayware ■ Requisite Software Gartner, Inc. | G00271753 Page 29 of 134 ■ Salesforce ■ SAP ■ TreeHouse Interactive Digital Commerce Digital Commerce Platforms Digital commerce platforms provide the basic functionality to support a digital commerce site. Historically, digital sales and physical sales were supported on separate platforms, but today's robust platforms support both the selling of physical goods and digital subscriptions, with many also starting to support the selling of services. Also, many platforms are starting to support both business-to-consumer (B2C) and B2B sales. A digital commerce platform facilitates a purchasing transaction over the Web, and supports the creation and continuing development of an online relationship with a consumer or business customer across multiple channels (e.g., retail, wholesale, mobile, direct and indirect sales, call center, and digital sales channels). Basic functionality includes the creation and management of product catalogs, Web storefronts, shopping carts, digital store management, digital merchandise management, localization and personalization, security and compliance, customer care, multichannel support, back-office integration via APIs, reporting, and search engine optimization (SEO) capabilities. Clients typically make their digital commerce technology decisions based on whether the software is on-premises (or hosted), SaaS, or open source. On-Premises (or Hosted) On-premises software can be installed on local servers or hosted by either a third-party or the commerce platform vendor. While on-premises is the traditional approach to software licensing and maintenance, more and more clients seem to be moving toward off-premises hosting due to the freedom it gives technology leaders from the daily responsibilities of managing availability, scalability and reliability. Vendors include: ■ Active Commerce ■ Bridgeline Digital ■ eBay (Magento Enterprise Edition) ■ Elastic Path Software ■ Emeldi Commerce ■ EPiServer Page 30 of 134 Gartner, Inc. | G00271753 ■ hybris, an SAP company ■ IBM (WebSphere Commerce) ■ Infor ■ Insite Software ■ Intershop Communications ■ Oracle (Commerce, iStore, Micros Systems) ■ Orckestra ■ Sana Commerce ■ SAP hybris ■ Sitecore Commerce ■ Znode SaaS SaaS is multitenant software that is hosted and maintained by the vendor with no option for an onpremises installation. It is uniformly available to all qualified subscribers. A SaaS service subscriber is exposed only to application-level functionality, configuration and any user interfaces provided by the vendor. Typically, the subscriber does not monitor, manage or control the underlying infrastructure (including network, servers, OSs, storage, databases or application platform services), but various implementations of SaaS are starting to appear where some previously shared components are no longer shared. (See "Gartner Reference Model for Elasticity and Multitenancy" for a detailed discussion on these differences.) Because the software is maintained by the vendor, there are fewer options for customization, and the vendor manages product releases, feature requests and product road maps. Many of these vendors also license use of their software on a revenue-share basis. Vendors include: ■ Alibaba ■ Amazon (Amazon.com, Amazon Webstore) ■ Aptean (Truition) ■ Apttus ■ arvato ■ Avangate ■ Bigcommerce Gartner, Inc. | G00271753 Page 31 of 134 ■ cleverbridge ■ CloudCraze ■ Demandware ■ Digital River ■ eBay Enterprise ■ Ecwid ■ Epicor Software (Shopvisible) ■ Infor (Rhythm) ■ Jagged Peak ■ MarketLive ■ NetSuite (SuiteCommerce, Venda) ■ Shopify ■ Volusion (Mozu) ■ Vtex ■ Znode Open Source Open-source software (OSS) solutions for digital commerce range from shopping carts to entire platforms. OSS is generally available for free under a GNU's Not Unix (GNU) general public license, although there are other license types, and fees may exist for varying types of memberships. The adoption of OSS for certain aspects of digital commerce — such as application servers, OSs and databases (Linux, Apache, MySQL, PHP [LAMP] and Java platforms) — has been a mainstream activity for more than five years. However, many large enterprises remain concerned about the reliability of OSS to support large transaction volumes. Organizations want to know if digital commerce OSS is scalable, secure and robust enough for large-scale transactional sites, given that many startup companies and SMBs that use open source are not transactional. While OSS solutions continue to improve, it will take several more years for OSS solutions to mature to the standards of today's enterprise digital commerce licensed software and SaaS solutions. Vendors include: ■ AgoraCart ■ Apache OFBiz ■ Avetti Page 32 of 134 Gartner, Inc. | G00271753 ■ Broadleaf Commerce ■ Commerce Guys (Drupal Commerce) ■ CubeCart ■ dashCommerce ■ eBay (Magento Community Edition) ■ Hotwax Commerce (Apache OFBiz) ■ Interchange ■ JadaSite ■ LiteCommerce ■ Nexternal ■ OpenCart ■ osCommerce ■ PrestaShop ■ Shopizer ■ simpleCart ■ SoftSlate Commerce ■ Solveda (BigFish) ■ Spree Commerce ■ TomatorCart ■ Ubercart ■ VirtueMart ■ Zen Cart ■ Zeuscart Digital Commerce Ecosystem Additional functionality beyond the digital commerce platform is required to deliver world-class digital commerce. Therefore, it is imperative for vendors to identify the organic ecosystem technologies associated with their digital commerce platforms that they also sell, as well as the functionality that is achieved through business partnerships and jointly developed APIs. Gartner, Inc. | G00271753 Page 33 of 134 These are the applications and functionality identified by Gartner that are required to support a digital commerce solution either through a vendor's solution, via OEM or via a vendor's strategic partner. They may be included as part of the digital platform or separately. Search Search functionality on a digital commerce site ideally matches visitors with the products and services they want, contributing to increased sales, leads and higher profits. Digital commerce search capabilities must not only offer effective definition matching, but also handle ambiguity in query terms. Approaches to resolving these differences include statistical analysis, thesauruses designed for specific vertical markets and submarkets, and custom business rules. Advanced search functionality will include the ability to predict the intended search terms based on minimal information entered by the visitor and to customize the results. Vendors include: ■ Adobe ■ Apache Software Foundation (Apache Solr) ■ Attivio ■ BA Insight ■ BloomReach ■ EasyAsk ■ Elasticsearch ■ exorbyte ■ Google ■ IBM InfoSphere Data Explorer ■ Oracle (Endeca) ■ SLI Systems Web Content Management Web content management (WCM) is the process of controlling content to be consumed over one or more digital channels through the use of management software based on a core repository. This software may be procured as commercial products, open-source tools or hosted service offerings, and is sometimes used by merchandisers to create, populate and manage a product catalog for use in an online store. It is important for the digital commerce provider to have the ability to make full use of the WCM application, which means that these applications need to have mature APIs, Web services, RESTful interfaces, etc. Page 34 of 134 Gartner, Inc. | G00271753 Functionality typically goes beyond simply publishing Web pages to include basic library services, such as check-in/check-out and versioning, content authoring and creating, workflow, content deployment functions, interoperability with digital commerce and marketing technologies, asset management, Web analytics, and real-time adaptation to visitor interactions through delivery engines or enhanced frameworks. Vendors include: ■ Acquia ■ Adobe ■ Automattic ■ CoreMedia ■ Ektron (merged with EPiServer) ■ EPiServer ■ e-Spirit ■ eZ Systems ■ GX Software ■ HP ■ IBM ■ Microsoft ■ OpenText ■ Oracle ■ SDL ■ Sitecore ■ Squiz Order Management Order management is the ability to provide end-to-end management of a customer order from the time of receipt to the time of delivery, and to include returns if needed. Order management informs the customer of inventory availability, ship date and receipt date. More sophisticated order management applications are commonly referred to as distributed order management (DOM), and support optimized fulfillment logistics and service levels, inventory management, and multichannel ordering and order management. Order management is a critical back-office application supporting digital-commerce-enabling functions, such as reordering via a previously placed order, ordering via Gartner, Inc. | G00271753 Page 35 of 134 order templates, data entry and management of large orders containing hundreds of items or more in a single order, and ordering from sales contracts. Vendors include: ■ CommerceHub ■ Demandware (Mainstreet Commerce) ■ Dydacomp ■ eBay Enterprise (Retail Order Management) ■ Epicor Software (ShopVisible) ■ IBM (Sterling Commerce) ■ Jagged Peak ■ JDA Distributed Order Management ■ Manhattan Associates ■ NetSuite (OMX) ■ Oracle ■ OrderDynamics ■ Saleswarp ■ SAP (hybris Order Management, Sales Order Management) ■ Shopatron ■ Sopra Group ■ UniteU ■ Virtual Stock Configure, Price and Quote Application Suites CPQ application suites provide an integrated software feature set that supports sales CPQ/proposal generation activities. CPQ application suites improve the guidance, governance and efficiencies of selling unique combinations of products and/or services for different sales situations, while reducing the nonselling work and selling cycle times, as well as improving overall sales effectiveness. These applications are designed to be deployed directly to salespeople, as well as for usage by indirect channels (partners) and customers in self-serve environments. CPQ application suites support needs assessments, guided selling, and solution and negotiated sales processes. Page 36 of 134 Gartner, Inc. | G00271753 Emerging capabilities include product and pricing data management, proposal generation, deeper analytics and KM, contract management, sales order management, and revenue management capabilities. Vendors include: ■ Apttus ■ CallidusCloud ■ Cincom Systems ■ Configit ■ Configure One ■ Experlogix ■ FPX ■ IBM Sterling CPQ ■ Infor (TDCI) ■ Intelliquip ■ New Energy Group (bit2win) ■ Oracle (BigMachines CPQ, Siebel CPQ) ■ Pros (Cameleon Software) ■ SAP ■ Selectica ■ Sigma Systems ■ Sofon ■ Tacton Systems Digital Personalization Engines Personalization is a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient. It uses insight based on the recipient's personal data as well as behavioral data about the actions of similar individuals to deliver an experience to meet specific needs and preferences. Digital personalization engines are technology solutions that identify the optimum experience for an individual, and will alter the online presentation layer, trigger an automated response, or pass analysis to the seller or service personnel to act on as deemed fit. Gartner, Inc. | G00271753 Page 37 of 134 To be classified as a digital personalization engine for digital commerce, personalization engine technology should incorporate multiple types of analytics and analyze multiple types of customer data. Personalization engines should either suggest or serve unique content to an individual through search, landing pages, product offers and recommendations. Today, most personalization engines focus their primary effort on digital commerce and are used to enhance the digital experience. In some cases, a personalization engine may be used to provide data to staff to enhance their personal interactions with customers or other constituents. It should be noted, however, that personalization engines have value beyond digital commerce. They can also be used to customize content for customers, constituents or employees. In digital commerce, they create unique experiences for customers, and can increase cross-selling, upselling, overall conversion rate, shopping cart value and customer loyalty. Vendors include: ■ 4-Tell ■ Adobe ■ Barilliance ■ Baynote ■ BloomReach ■ Blueknow ■ Boxever ■ BySide ■ Certona ■ Dynamic Yield ■ Flytxt ■ IBM ■ IgnitionOne ■ InteractEdge ■ Kitewheel (formerly Provenir) ■ Marketo (formerly Insightera) ■ Maxymiser ■ Monetate ■ MyBuys ■ nectarOM Page 38 of 134 Gartner, Inc. | G00271753 ■ NGData ■ Nosto ■ Optimizely ■ Oracle (Real-Time Decisions) ■ Peerius ■ prudsys ■ Qubit ■ RichRelevance ■ Sailthru ■ Salesforce ■ SAP ■ SAS ■ Strands Digital Analytics Analytics play a crucial in digital commerce, enabling sellers to better understand how their websites are performing, and to provide content to prospects and shoppers that is more likely to resonate. What started out as Web analytics has morphed into a set of specialized analytics applications used to understand and improve the online digital experience for shoppers, and will ultimately cover all channels, including those that use human interaction (e.g., a call center), are fully automated (e.g., a website or mobile device), are operated by third parties (e.g., an independent retail store) or have limited two-way interaction (e.g., display advertising). Customers perceive themselves as interacting with brands and not departments or channels, and thus expect consistent experiences and recognition across all channels, requiring the increased use of analytics and personalization. Core processes of digital analytics include collecting, monitoring, analyzing and reporting on customer behavior in order to improve the customer experience and make other activities more effective. The improved activities include, but are not limited to, search engine advertising, email campaigns, cross-selling or upselling targets, social media activity, and customer service. Products offer reporting and ad hoc analysis capabilities, basic segmentation, analytical and performance management, historical storage, and integration with other data sources and processes. The tools are used by marketing professionals, advertisers, content developers, CSS and the digital commerce team. Social and text analytics provides additional insight to brand marketers seeking sentiment, intent and behavioral insights from various content types, such as blogs, news sites, customer conversations (audio and text), and interactions occurring on the social Web (see "Hype Gartner, Inc. | G00271753 Page 39 of 134 Cycle for Digital Commerce, 2014"). Using digital content analytics, digital commerce sites can take into account shopper behavior inside and outside the search process, and use technology to recommend products to shoppers or identify the most appropriate content. Digital analytics can also be used to identify problems with specific Web pages and digital processes. Vendors include: ■ Adobe (Analytics) ■ Celebrus Technologies ■ ClickFox ■ comScore ■ Google (Analytics) ■ IBM (Coremetrics) ■ OrderDynamics ■ SAS ■ Site Intelligence Group ■ Webtrends Web Content Experimentation Tools Vendors continue to improve their segmentation capabilities to be able to deliver more individualized experiences, and are adding native mobile A/B testing as well. Some have even expanded into more of a digital personalization engine. In order to continually improve content, vendors offer two options: A/B testing and multivariate testing (MVT). ■ A/B testing is used to show two different versions of a piece of content to two different sets of users. The content is commonly a Web page, email or online advertisement. By comparing a desired user action between the two variants, one variant can be declared more effective than the other. Statistical models are used by the A/B testing tools to ensure validity of the results. ■ MVT is an advanced version of A/B testing, where multiple changes to content are tested at the same time. The changes are combined into a subset of versions and shown to different sets of users. Matrix algebra and statistical models are used to determine the most effective combination of changes in a much more efficient way than running separate A/B tests of every possible combination. Vendors include: ■ Adobe ■ Google Page 40 of 134 Gartner, Inc. | G00271753 ■ Maximizer Software ■ Monetate ■ Optimizely ■ SiteSpect ■ Visual Website Optimizer ■ Webtrends Digital Subscription Management Subscription management enables the business processes that support the sales, contractual, fulfillment, financial management and billing functionality required by companies that are selling products and services on a recurring basis. Examples of products that are sold in a recurring revenue model include software, media, gaming and music services, as well as business services, such as maintenance and technical support. In addition, subscription management can be used to support the sale of physical products in an automated replenishment model in which products are shipped periodically or when a specific inventory level is reached. Subscription management supports a variety of recurring business models, such as monthly or annual usage, metered usage, or one-time usage. Leading subscription management services provide for integration with digital commerce or sales applications, and with back-end financial management and billing systems. Depending on specific industry requirements, additional functionality can include real-time metering and rating, mediation, allowance management, payments, multitier pricing, multiple revenue streams per customer, service and product bundling, usage caps, and entitlements. Vendors in this segment provide subscription management platforms, either stand-alone or as an integrated function as part of a broader digital commerce platform. Vendors include: ■ Aria Systems ■ Avangate ■ Chargify ■ cleverbridge ■ Digital River ■ Elastic Path Software ■ Ericsson (MetraTech [Metanga]) ■ goTransverse ■ Monexa Gartner, Inc. | G00271753 Page 41 of 134 ■ NetSuite ■ Oracle ■ Recurly ■ SAP ■ Vindicia ■ Zuora Web Payment Gateways and Processors A payment gateway supports multiple payment types and connects a seller's digital store to the seller's merchant bank (aka merchant acquirer or processor), or to the seller's payment service provider ([PSP], which shares a merchant bank relationship among its many clients), and to other processors or payment authorizers, contingent on the type of payment (credit, debit, gift card, automated clearinghouse [ACH], PayPal, PayPal Credit) being authorized. Vendors include: ■ Acculynk ■ ACI Worldwide ■ Alipay (China) ■ allpago (Brazil) ■ Authorize.Net, a CyberSource solution ■ Ayden ■ BluePay ■ BlueSnap ■ Chase Paymentech ■ Computop Wirtschaftsinformatik ■ CyberSource, a Visa company ■ DataCash (MasterCard) ■ Delego ■ Digital River ■ eBay Enterprise (Payments and Protection) ■ eBay PayPal ■ Elavon (U.S. Bank) Page 42 of 134 Gartner, Inc. | G00271753 ■ Electronic Payment Exchange (EPX) ■ First Data ■ Flagship Merchant Services ■ GlobalCollect ■ Global Payments ■ Heartland Payment Systems ■ Limonetik ■ Merchant Link ■ Merchant Warehouse ■ N&TS Group ■ Paymentwall ■ Paymetric ■ Sage ■ SecureNet ■ Shift4 ■ Square ■ Stripe ■ The SafeCharge Group ■ Total Merchant Services ■ TSYS ■ Vantiv ■ Verifone ■ Worldline ■ Worldpay Mobile Payments Mobile payments occur in two primary ways: online or offline (aka in-store): ■ Online mobile payments can be similar to those conducted on the Web. The customer either: Gartner, Inc. | G00271753 Page 43 of 134 ■ ■ Provides traditional payment credentials by selecting a payment method that was previously used for digital commerce and stored by the seller for convenient reuse ■ Enters payment credentials in a mobile Web browser ■ Enters payment credentials within a seller's mobile application Offline mobile payments may occur when the customer's mobile device serves as a wallet, enabling the customer to use one or more payment types (such as debit, credit, etc.) at the store point of sale (POS). Different technologies such as quick response (QR) codes, SMS and Near Field Communication (NFC) may be used to communicate the exchange of payment information between the seller and buyer devices. Mobile payments can also be branded by the provider (e.g., Google and Apple) or white-labeled, as in the case of Paydiant. Vendors include: ■ Apple (Apple Pay) ■ Google (Google Wallet) ■ Intuit (GoPayment) ■ MasterCard (MasterPass) ■ Paydiant ■ PayPal (PayPal Mobile) ■ Square Order ■ Visa Checkout Social for Digital Commerce Social commerce uses social networks and social media content to drive measurable, repeatable and scalable sales transactions using a variety of applications and approaches. The three primary approaches are product reviews and ratings, social network selling, and product (or brand) advocacy. Product Review Technologies Product reviews and ratings are the presentation, capture and sharing of product-, service- or experience-specific perspectives among customers and partners, both on- and off-domain. Buyers can write, post and view reviews on an e-commerce or social website while shopping or browsing online. Product review technologies enable potential e-commerce customers to make decisions based on feedback from individuals who have purchased or are using the product. Online product reviews are becoming more critical to purchase decisions, including on an e-commerce shopping site, as well as in a brick-and-mortar retail facility. Page 44 of 134 Gartner, Inc. | G00271753 Vendors include: ■ Bazaarvoice ■ Gigya ■ Pluck ■ PowerReviews ■ Revoo ■ ShopSocially Social Network Selling Social network selling influences purchases, either indirectly or directly, via social networks. When indirect, social selling enables customers to promote their likes and purchases to others through social networks, in the hopes that others will follow suit. Sellers may also offer incentives for prospects to make purchases. When direct, social selling results in a sale, as the prospective buyer is able to make a purchase either on the social network or through a link on the social network to the seller's website. Vendors include: ■ Bazaarvoice ■ Fluid ■ Gigya ■ Mixpo (ShopIgniter) ■ Offerpop ■ Oracle ■ Pluck ■ PowerReviews ■ Ready Pulse ■ Revoo ■ ShopSocially Product or Brand Advocacy Product (or brand) advocacy is a personalized product review by an existing customer. Prospective customers correspond with customers (via email or chat) who have previously purchased and are using the products under consideration. Gartner, Inc. | G00271753 Page 45 of 134 Vendors include: ■ Bazaarvoice ■ Needle ■ PowerReviews ■ Revoo ■ ShopSocially Marketing Integrated Marketing Management Integrated Marketing Management Integrated marketing management (IMM) represents the marketing strategy, process automation and technologies required to integrate people, processes, campaigns, channels, resources and technologies across the marketing ecosystem. The marketing ecosystem includes internal marketing staff and external stakeholders to the company (see "IT Leaders Need to Understand Integrated Marketing Management Capabilities to Adequately Support Marketing"). IT leaders supporting marketing should understand the numerous roles and functions across the marketing ecosystem that must be integrated to complete marketing programs, campaigns and initiatives. There are three major types of processes that these roles and functions must support, with numerous subprocesses and capabilities required for each role and function. The three major types of processes are: ■ Executional: These processes analyze customer data, segment customers, and target campaigns and offers to customers or partners across multiple channels and points of interaction (both digital and offline), and across different types of interactions (outbound, inbound and event-triggered). Multichannel campaign management (MCCM) is the term we use to describe this set of executional capabilities and processes. ■ Operational: These processes support the internal operations of the marketing department and management of resources (e.g., budgets, projects, HR and content/assets). Key competencies include planning and financial management, creative production and project management, marketing asset management, and marketing fulfillment. Marketing resource management (MRM) is the term we use to describe this set of operational processes and associated application functionality. ■ Analytical: These processes support executional and operational processes by driving planning, optimizing outcomes and measuring performance. Many of these processes are embedded within the executional and operational ones, but marketing performance management (MPM), marketing ROI and marketing mix optimization require integration of campaign management and MRM. Page 46 of 134 Gartner, Inc. | G00271753 IMM integrates executional, operational and analytical marketing processes in a closed loop across the marketing ecosystem to support marketing initiatives (e.g., programs, campaigns and creative projects) and to enable the different roles to perform their various functions. For each subprocess step in the closed-loop marketing process, IMM blends the appropriate executional, operational and analytical capabilities required for that step. Key steps include developing the concept or idea; planning and optimizing the initiative, resource allocation, campaign or content creation; conducting a pilot; executing the campaign or program; and evaluating and analyzing the results and feedback into ongoing and new initiatives. The impact of technology and applications across these processes is quite profound and will require a strong relationship between IT and marketing. A variety of suppliers offers marketing technologies and functionality. These suppliers generally fall into one of five categories: ■ Enterprise and CRM suites ■ Integrated marketing suites ■ Campaign management suites ■ MRM suites ■ Boutique/specialty vendors Vendors with a broad solution include: ■ Adobe ■ Direxxis ■ IBM ■ Infor ■ Marketo ■ Microsoft (Dynamics) ■ Oracle ■ Pegasystems ■ Pitney Bowes ■ RedPoint ■ SAP ■ SAS ■ SDL ■ Teradata Gartner, Inc. | G00271753 Page 47 of 134 Multichannel Campaign Management Segmentation and Outbound Campaign Management Segmentation is the grouping of customers along one or more dimensions, on either a formal or ad hoc basis. Segmentation tools typically can group customers based on different attributes, such as products owned and demographics. New functionality allows for segmentation by customer value and life stages. Key attributes for improved campaign segmentation can be determined by using modeling, clustering algorithms, visualization and data mining. These multidimensional techniques are used to make decisions for the right campaigns with the right customer in the right combination of channels. MCCM processes enable companies to define, orchestrate and communicate offers to customer segments across a multichannel environment, such as direct mail, call centers, websites, email and social communities. Basic campaign management includes functionality for segmentation, campaign execution and campaign workflow. Advanced analytics functionality includes predictive analytics and campaign optimization. Advanced execution functionality includes loyalty management, content management, event triggering and real-time decisioning/offer management in inbound and outbound environments. Vendors include: ■ Adobe ■ Experian ■ IBM ■ Infor ■ Marketo ■ Oracle ■ Pegasystems ■ Pitney Bowes ■ RedPoint ■ Salesforce ■ SAP ■ SAS ■ SDL ■ Selligent ■ Sitecore ■ Teradata Page 48 of 134 Gartner, Inc. | G00271753 ■ Zeta Interactive Event-Triggered Marketing Event-triggered marketing uses events personally relevant to the customer, such as a birthday, an upcoming renewal date or the achievement of a new buyer status, as the basis for offers and communication. For example, customers are automatically acknowledged with a special offer when they recruit family members or friends, or they receive a special offer when they purchase a series of luxury goods, qualifying them for a change in buyer status. An appealing customer offer meets a real or perceived need. The offer must be delivered when the customer recognizes the need and is receptive to a relevant offer. Event-triggered marketing uses analytics for event detection and/or profile changes to recognize cross-sell or retention opportunities in the customer base. Business process management enables execution of those offers through the most-effective channels of communication. Effective deployment involves five stages, from event identification to response execution. Vendors include: ■ Adobe ■ IBM ■ Infor ■ Marketo ■ Oracle ■ Pontis ■ Salesforce ■ SAP ■ SAS ■ Teradata Next-Best-Offer Recommendations/Inbound Marketing Next-best-offer recommendations use predictive analytics and decision capabilities to identify the optimal action the business should take during a customer interaction, based on the customer's needs and the organization's strategy. The analysis can be based on a variety of approaches, such as the customer's product affinities, demographic profiles or prior purchases. The result is a recommended course of action and/or a decision between different offers (next-best offer). Vendors include: Gartner, Inc. | G00271753 Page 49 of 134 ■ Adobe ■ FICO ■ IBM ■ Infor ■ Oracle ■ SAS ■ Tibco Software Loyalty Management Loyalty management uses incentives and rewards to attract, acquire and retain customers. Advocacy and loyalty management campaigns can enhance the total customer value proposition by integrating buyer incentives with the brand promise and product marketing messages. Few vendors, however, have an integrated vision for bringing loyalty, customer advocacy techniques, and customer acquisition and retention together in a multichannel marketing framework. Social marketing has offered a new way to engage with followers and influencers, but this approach still needs more hard metrics to substantiate conversions. Eventually, loyalty management will be treated as more than just another division or a separate initiative, and instead will become part of a larger-scale focus on managing the customer experience. Vendors include: ■ Aimia ■ Bond Brand Loyalty ■ Brierley+Partners ■ Comarch ■ Epsilon ■ Kobie Marketing ■ Oracle (Siebel) ■ SAP ■ Tibco Loyalty Lab Page 50 of 134 Gartner, Inc. | G00271753 Digital Marketing Transactional Marketing Transactional marketing is typically associated with a website and selling, and takes advantage of in-session/on-site behavior to recommend products and services of interest (e.g., "You recently viewed this digital camera, so you might also be interested in camera tripods."). For example, a lawn care company could ask customers for two pieces of information: What type of grass do you have? What is your ZIP Code? With this information, the company could move from mass email campaigns to presenting thousands of combinations of personalized offers based on location, type of grass and season. Personalizing offers can lead to increased response rates and lower marketing costs. Vendors include: ■ Acxiom ■ Adobe ■ ContactLab ■ DotMailer ■ Epsilon ■ Experian (CheetahMail) ■ IBM (Silverpop) ■ Lyris ■ Marketo ■ Oracle (Responsys) ■ Salesforce (ExactTarget) ■ StrongView Lead Management Lead Management Lead management processes take in unqualified contacts and opportunities from a variety of sources, including Web registration pages and campaigns, direct mail campaigns, email marketing, multichannel campaigns, database marketing and third-party leased lists, social media, tradeshows, webinars, and other events. The output of lead management processes — qualified, scored, nurtured, augmented and prioritized selling opportunities — is handed off to direct, indirect or ecommerce sales channels for action and closure. Lead management integrates business process Gartner, Inc. | G00271753 Page 51 of 134 and technology: to connect marketing with direct or indirect sales channels, and to identify and develop higher-value opportunities through improved demand creation, execution and opportunity management. Companies that implement lead management processes are primarily B2B or business-to-businessto-consumer (B2B2C) business models, but B2C organizations selling high-value, complex products — such as financial services, insurance, capital-intensive consumer products, and sports and entertainment — are also investing in and implementing lead management applications. Vendors include: ■ Act-On ■ Adobe (Campaign) ■ CallidusCloud (Marketing Cloud) ■ HubSpot ■ IBM (ExperienceOne, Silverpop) ■ Marketo ■ Microsoft (Dynamics Marketing) ■ Oracle (Eloqua) ■ Salesforce (ExactTarget, Pardot) ■ Salesfusion ■ SAP (SAP CRM) ■ SugarCRM ■ Teradata (Aprimo) ■ TreeHouse Interactive ■ Velocify ■ Zoho Marketing Resource Management Marketing Resource Management MRM is a set of processes and capabilities designed to enhance a company's ability to orchestrate and optimize internal and external marketing resources. MRM applications enable companies to plan and budget; create and develop content and programs, and manage creative projects; store and manage content and collateral; support KM; fulfill and distribute marketing content and Page 52 of 134 Gartner, Inc. | G00271753 collateral; and measure and optimize marketing performance (see "The Five Competencies of MRM 'Re-' Defined"). Clients are more sophisticated and more astute about their requirements. First-time buyers are looking across a broader set of MRM competencies and at the global impact of the initiatives, whereas MRM veterans are looking to expand functionality, as well as to expand globally, while consolidating prior purchases. Early buyers are re-evaluating their choices as the market matures. The market is becoming somewhat polarized, with megavendors such as IBM, Infor, Microsoft, SAP, SAS and Teradata becoming major players, and smaller providers, such as Workfront, entering the market. Most of the other vendors concentrating on MRM have less than $15 million in total revenue. Therefore, buyers will have to make trade-offs between overall vendor viability and breadth and depth of functionality based on their requirements and the relationships the vendor brings to clients' issues (see "Magic Quadrant for Marketing Resource Management"). Consolidation is driven predominantly by: (1) the need to expand MRM capabilities to meet client requirements; and (2) the growing interest and investment in MRM among larger application vendors. New entrants are expected in the MRM market, but the window of opportunity is closing for small vendors as consolidation increases among larger players. To help further evaluate how MRM vendors meet your requirements, see "Toolkit: How to Create a Marketing Resource Management Application RFP." Vendors include: ■ Adam Software ■ Adgistics ■ Adnovate ■ Workfront ■ Balihoo ■ BrandMaker ■ BrandSystems ■ BrandWizard ■ Brandworkz ■ Capital ID ■ Celartem (Extensis) ■ celum ■ Clarizen ■ Contentserv Gartner, Inc. | G00271753 Page 53 of 134 ■ DataSource ■ Direxxis ■ Elateral ■ Gap Systems ■ IBM ■ Infor ■ Kodak ■ Longwood Software ■ Marketingunity ■ Marketo ■ Microsoft (Dynamics) ■ Mtivity ■ North Plains ■ OpenText ■ Oracle ■ Pica9 ■ Prolifiq Software ■ PTI Marketing Technologies ■ Quark ■ Saepio ■ SAP ■ SAS ■ Savo ■ SDL ■ SproutLoud ■ Teradata ■ The Lateral Group ■ Wedia Page 54 of 134 Gartner, Inc. | G00271753 Marketing Analytics Marketing Performance Management MPM enables the marketing organization to monitor, manage and predict the performance of its strategies, processes, programs, campaigns and other initiatives through the use of analytics applications and tools. Analytics for MPM supports descriptive, diagnostic, predictive and prescriptive analytics. MPM encompasses the tools, technologies, consulting services and solutions that enable marketing users to access insights, analyze data, make predictions, and optimize marketing programs and resources. MPM is a critical element of an IMM platform, providing visibility into performance, understanding that performance and taking action based on that knowledge. MPM also enables enterprises to make predictions about customers, markets and competitors, as well as run simulations on future marketing scenarios and scenario planning. Few vendors offer a comprehensive MPM solution. Most are focused tactically on providing insights into how to use the software application, not into examining the functional performance of the marketing organization and its processes. However, more marketing vendors are investing in MPM capabilities with improved dashboards, visualization and advanced analytics. System integrators, professional services providers, and marketing service providers and agencies also are likely to show interest in partnering with technology providers to build solutions around MPM or in enhancing their consulting offerings to focus on key MPM objectives. Vendors include: ■ Accenture ■ Adobe ■ Allocadia ■ Beckon ■ BrandMaker ■ Dentsu Aegis Network (Covario) ■ Direxxis ■ General Sentiment ■ GroupM ■ HP Autonomy ■ IBM ■ Infor ■ iQor (HardMetrics) Gartner, Inc. | G00271753 Page 55 of 134 ■ Marketo ■ MarketShare ■ Microsoft (Dynamics) ■ Mindtree ■ MMA ■ Mu Sigma ■ Oracle ■ RedPoint ■ Sailthru ■ SAP ■ SAS ■ Teradata ■ ThinkVine ■ Vistaar Technologies Social for Marketing External Community Software External community software enables customers and partners to blog, post, rate products/services and construct ideas, as well as enable peer interaction and offer incentives for loyalty. Vendors include: ■ Get Satisfaction ■ Jive Software ■ Lithium Technologies ■ MindMixer ■ Salesforce Social Analytics for Marketing Social analytics applications for marketing enable marketers to identify influencers and trends, profile customers, evaluate content and campaigns, and classify social content by subject/topic, sentiment and intent. Page 56 of 134 Gartner, Inc. | G00271753 Vendors include: ■ Brandwatch ■ Crimson Hexagon ■ NetBase ■ Salesforce ■ Synthesio ■ Sysomos Social Media Engagement for Marketing Social media engagement applications for marketing enable marketers to monitor and respond to social media activity in order to promote, develop, strengthen or defend a product, service or brand. Vendors include: ■ Engage121 ■ Hootsuite ■ NextPrinciples ■ Spredfast ■ Sprinklr ■ Synthesio Social Media Publishing for Marketing Social media publishing applications for marketing enable organizations to coordinate social media campaigns and ultimately push content out to different social networks. Vendors include: ■ Adobe ■ Falcon Social ■ Oracle ■ Salesforce ■ Shoutlet ■ SocialFlow ■ Sprinklr Gartner, Inc. | G00271753 Page 57 of 134 Social Contact Enrichment for Marketing Social contact management applications help businesses consolidate social contact profiles with other contact profiles of record. Vendors include: ■ Gigya ■ IDInteract ■ Janrain ■ Mblast ■ Provenir Customer Service Customer Engagement Center Customer Engagement Center Suite The customer service business application space is evolving rapidly from software that manages cases to a multichannel customer engagement center (CEC) that handles all incoming and outgoing media channels and devices, as well as customer engagement rules, content, and workflow. The new capabilities are for social engagement with customers on social channels, such as forums, Twitter and Facebook, as well as heavier use of video chat, co-browsing, mobile support and Internet devices embedded in objects and wearables worn by customers. The basic CEC is divided into nine logical groupings: 1. CSS problem management, trouble ticketing and case management; generally must have a CRM database/account, case and activity objects to be considered 2. Knowledge base solutions and advanced desktop content federation and search 3. Desktop integration with telephony, co-browsing and mobile devices 4. Web and mobile extension of the solution to online communities interested in peer-to-peer (P2P) collaboration management, as well as social media engagement tools (such as Facebook, Twitter and forums) 5. Real-time analytics for decision support, including routing, workflow, sales and offer management 6. Other analytics; includes social network analysis, reputation, sentiment analysis of posts, text, voice and images, real-time feedback, and surveys 7. Business process management and workflow for case and engagement Page 58 of 134 Gartner, Inc. | G00271753 8. Connections to remote sensors embedded in equipment, such as consumer electronics 9. Content management to guide customer communication The first layer — CRM business applications for customer interactions — handles a wide range of tasks, such as case management and problem resolution. Other functions include advisory services, problem diagnostics and resolution, account management, and returns management. Applications may also be industry-tuned for government, not-for-profit agencies and higher education. They may include knowledge-enabled service resolution (such as advanced search tools), community management, offer management and service analytics dashboards. They are designed to enable employees or agents of a company to support clients directly, usually within a contact center, whether the product is a consumer good, a durable good or a business service, such as financial services, customer services (for example, retail banking, wealth management or insurance), hospitality, telecommunications, government, utilities and travel. Some of the capabilities include: ■ The agent needs to support the customer, regardless of whether the customer is on a website or social media, on a mobile device, at a kiosk or in a vehicle. This means that the agent: ■ Sees what the customer sees ■ Knows the path that the customer has taken before the voice conversation takes place (the agent knows the communication context of the interaction) ■ Has the tools to solve the customer's problem or address his or her issue from a remote location ■ The CEC needs to send out proactive, automated alerts. For example, when the status of a back-end system changes to one the customer needs to be aware of, an alert is sent to one or several devices until the customer responds that he or she has received the notification. For example, customers might need to be notified about a bank balance, credit card fraud, flight delays, available (product) upgrades, a price range reached, a special offer on cars or insurance policy exceptions. ■ The application contains business rules for complex entities (for example, contact, enterprise, subsidiary or partner) and the workflow processes to route a case, opportunity or order based on the rule set for the specific relationship. ■ A case may be routed from one department to another, depending on the type of case. ■ An application supports multiple languages simultaneously. ■ In some situations, real-time decision support is important. ■ Multiple back-end systems synchronize using their own rules (for example, credit card fraud; telecommunications-specific functions, such as telecommunication billing, service and resource management; product life cycle management; digital content; and advertising bundling) and integrated order management. Gartner, Inc. | G00271753 Page 59 of 134 For the positioning of key vendors, see "Magic Quadrant for the CRM Customer Engagement Center." We divide our list of providers into two sections: ■ Core customer service CRM application vendors for the CEC ■ Tools to enhance the core customer service agent desktop Vendors with core customer service CRM applications for the CEC include: ■ Amdocs ■ Aptean ■ Astute Solutions ■ Coheris ■ CRMnext ■ eGain ■ Eptica ■ Lithium Technologies ■ Microsoft (Dynamics CRM 2013 and 2015) ■ mplsystems ■ Neocase Software ■ NexJ Systems ■ Oracle (Siebel CRM, RightNow CX Cloud Service) ■ Pegasystems ■ Pitney Bowes ■ Salesforce ■ SAP ■ ServiceNow ■ SugarCRM ■ update software ■ Verint Systems (Kana Software) ■ Vertical Solutions ■ Wilke Global Page 60 of 134 Gartner, Inc. | G00271753 ■ Zendesk Point-Based Solutions in the Customer Service Market Beyond the small number of CRM vendors delivering complete customer service desktop and business applications are many more vendors that augment agent capabilities. Some of these provide KM capabilities, while others have business process management (BPM) features, or next best action or customer behavior analytics. We list them because of the significant value they might have to your enterprise customer service strategy. Vendors include: ■ 24/7 Technology Solutions ■ AnswerDash ■ AnswerOne ■ Attensity ■ Beyond Verbal ■ bpm'online ■ Cirrus Insight ■ Clarabridge ■ ClearMash ■ ClickFox ■ Click With Me Now ■ Coveo ■ Dimelo ■ eGain ■ FacilityLive ■ ForeSee Results, an Answers company ■ Humanify ■ IBM (Tealeaf) ■ Interactions ■ InvisibleCRM ■ Jacada Gartner, Inc. | G00271753 Page 61 of 134 ■ Knowesia ■ Lithium Technologies ■ Medallia ■ MindTouch ■ Morphis ■ NextPrinciples ■ Nice Systems ■ Panviva ■ Pitney Bowes ■ RightAnswers ■ SAP KXEN ■ Satmap ■ Telligent (Zimbra) ■ Thunderhead ■ Transversal ■ WalkMe Contact Center Workforce Optimization Workforce Optimization Suite The traditional siloed approach to buying agent-centric technologies stifles a contact center's ability to be efficient, yet still align with strategic customer objectives, such as retention, satisfaction and growth. Organizations need an integrated solution that enables information, insights, workflow and core contact center functions to work together seamlessly, and that complements and aligns with the business's CRM deployment. Integrated solutions have emerged during the past four years under the name "contact center workforce optimization." The incremental value associated with an integrated workforce optimization suite should influence the organizational buying strategy for these contact center applications. Vendors include: ■ Aspect ■ Calabrio ■ Collab Page 62 of 134 Gartner, Inc. | G00271753 ■ Genesys ■ inContact (Uptivity) ■ Interactive Intelligence ■ Nice Systems ■ Verint Systems Workforce Management At its core, contact center workforce management software is intended to maximize the use of agent labor by projecting incoming and outgoing call volumes or other communication methods (e.g., email or chat) and scheduling staff to meet these needs by a designated time — for example, time of day, day of week or week of month. Vendors include: ■ ac2 Solutions ■ Aspect ■ Calabrio ■ Collab ■ Expert Systems Industries ■ Genesys ■ Globitel ■ Holy-Dis ■ inContact (Uptivity) ■ Infor (Infor Workforce Management, Infor WFM Workbrain) ■ Interactive Intelligence ■ InVision ■ ISC Consultants ■ Monet Software ■ NetCall ■ Nice Systems ■ Open Wave ■ Oracle Gartner, Inc. | G00271753 Page 63 of 134 ■ Pipkins ■ Portage Communications ■ ProScheduler (formerly known as XLScheduler) ■ Qmax Systems ■ SAP ■ ScheduleSource ■ Teleopti ■ Telstrat ■ The Workforce Management Software Group ■ Verint Systems ■ Workflex Interaction Recording The quality management software market encompasses applications for on-demand, selective and full-time recording of customer audio interactions, as well as screen capture of agent desktop activity. The vendors in this market also provide call evaluation tools, online monitoring tools for joining live calls and speech analytics for audio insight. These tools are traditionally used for compliance and quality. Vendors include: ■ ASC ■ Aspect ■ HP Autonomy (HP Qfiniti) ■ Cacti ■ Calabrio ■ Cognia ■ Collab ■ dvsAnalytics ■ Envision ■ Globitel ■ HigherGround ■ inContact (Uptivity) Page 64 of 134 Gartner, Inc. | G00271753 ■ Interactive Intelligence ■ KnoahSoft ■ LiveOps ■ Magnetic North ■ Mattersight ■ Mitel Networks (Aastra and Oaisys) ■ Monet Software ■ NetCall ■ Nice Systems ■ OnviSource ■ Red Box Recorders ■ TantaComm ■ Telrex ■ Telstrat ■ Verint Systems ■ VirtualLogger ■ VPI ■ Zoom International Agent Evaluation Agent evaluation traditionally relies on the playback of captured call recordings, and an assessment of each agent's performance by a supervisor or dedicated quality team. Calls are selected randomly or by using basic operational criteria, such as call length or routing logic. Most interaction recording vendors supply this software, but with varying degrees of sophistication. The emergence of speech analytics adds a degree of intelligence to this process and introduces evaluation vendors that may own the interaction recordings. Vendors include: ■ See Interaction Recording section ■ See Interaction Analytics section Gartner, Inc. | G00271753 Page 65 of 134 Performance Management Performance management systems in the contact center integrate the enterprise's in-place contact center technologies, CRM systems and other data sources to provide a transparent picture of performance across sites, functions, levels and agents, while aligning targets with business objectives. These solutions are combined with business intelligence analytical tools to filter, drill, graph and analyze KPIs to determine the root cause of good or bad performance and make adjustments, even in real time, if needed. Vendors include: ■ AnswerOn ■ Cognos (Databeacon) ■ CRM vendors (for example, Oracle's Siebel CRM) ■ Empirix ■ Enkata ■ Exony ■ iQor (HardMetrics) ■ Jacada ■ Mattersight ■ Nice Systems ■ QPC ■ SAP (SuccessFactors) ■ Verint Systems Interaction Analytics Interaction analytics combine and analyze the multiple, disparate data sources involved in a customer-agent interaction to identify trends and insights. The data can be structured, such as operational data and call flow dynamics, or unstructured, such as audio and text (voice, email, IM or chat). Deployment in a contact center can potentially uncover a diverse range of insights to improve the performance of the contact center and its agents, as well as provide customer and departmental insights (such as customer perceptions of a marketing campaign or new product pricing strategy). Vendors include: ■ Almawave ■ Avaya (Aurix) Page 66 of 134 Gartner, Inc. | G00271753 ■ CallMiner ■ Genesys (Utopy) ■ HP Autonomy ■ Interactive Intelligence ■ Mattersight ■ Nexidia ■ Nice Systems ■ Ramp ■ Raytheon BBN Technologies (Avoke Analytics) ■ Verint Systems Postcall Surveys Postcall surveying captures the customer's perspective of the interaction that he or she had with an agent, and can be a key factor in evaluating customer satisfaction and agent performance. Traditional interactive voice response (IVR)-based survey tools are making way for more crosschannel solutions that enable contact centers to collect feedback via email, SMS and other channels. Operational integration triggers the customer invitation automatically and personalizes it so that the name of the agent and topic of conversation are highlighted. The questions are related to the interaction that occurred. Leading enterprise feedback management vendors or agent evaluation vendors typically offer this feature. Vendors include: ■ See Enterprise Feedback Management section ■ See Agent Evaluation section Agent Coaching A further subset of e-learning is the specific coaching/training requirements of customer service representatives (CSRs), linked to quality evaluations from recorded calls. These solutions help optimize agent performance through the delivery of appropriate feedback and lightweight coaching materials, such as best-practice audio clips, documents and specific notes from the supervisor. Vendors include: ■ See Interaction Recording section ■ See Agent Evaluation section Gartner, Inc. | G00271753 Page 67 of 134 E-Learning Gartner defines e-learning as the electronically enabled transfer of skills and knowledge. It is a multimodal style of distributed learning that includes Web-based learning, computer-based learning, mobile learning, virtual classrooms and online collaboration. Courses are delivered via a variety of mechanisms, including an internal learning portal, the Internet, audiocasts and videocasts, mobile devices, and CD-ROM. The call center e-learning marketplace is a subset of the broader e-learning market. Many companies are shifting a portion of their instructor-led training to e-learning. However, in many organizations, the call center remains a siloed environment, because CSRs who are linked to quality evaluations from recorded calls require specific coaching and training. E-learning solutions help optimize agent performance through the delivery of appropriate learning programs, from basic skills training to complex-scenario courses and assessments. The vendors listed here provided off-the-shelf course content for training call center employees. Courseware content can also be developed using courseware authoring tools or by custom content development firms. Vendors include: ■ Impact Learning Systems ■ Intradiem ■ ProEdge Skills ■ Skillsoft ■ SQLearning (formerly known as StarQuest) Web Customer Self-Service Customer Self-Service Applications Due to evolving customer preferences, CSS organizations require the flexibility to add self-service options across new, emerging channels. Providing customers with the self-service tools they want, and in the channels of their choice, will drive customer experience and preserve loyalty. Growing at an average of $100 million a year, customer self-service spending on CRM software and software subscriptions will reach $1.5 billion in 2015. Over 75% was spent on vendor solutions that provide a full, functionally rich suite. Organizations prefer buying solutions that are preintegrated, as the cost to integrate a number of point-based products can increase the total cost of ownership (TCO) on a project over a five-year period by up to 55%. Self-service on mobile devices has begun to emerge over the last three years. Channels frequently used to deliver customer self-service are email response, live chat, self-service portal and singlechannel implementation. Page 68 of 134 Gartner, Inc. | G00271753 Knowledge management for self-service is becoming increasingly popular as customers rely on being self-sufficient, and use assisted service only as an option when encountering complex service situations. Email response remains a popular self-service channel, particularly in the U.S. An email response management system (ERMS) handles inbound customer email transactions in an automated fashion, or provides the email operator with an interface to customer management systems and knowledge repositories. ERMS is also used for proactive service. Live chat is an agent-based interaction or discussion via text chat, and is more popular in EMEA. It can stand alone or assist an interaction that a customer is carrying out on his or her mobile device. A chat session involves interactive, Internet-browser-based, live-text or video interactions among CSRs, or among live chat agents and external customers. During a chat session, complementary Internet-based interactions (such as collaborative browsing, screen or application sharing, and assisted forms completion) could take place. A chat session could also be initiated through other self-service applications like a virtual assistant, then passed to a live agent. Live chat is primarily an externally focused collaboration tool, as opposed to IM, which is an internally focused collaboration tool. It is unwise to implement ERMS or chat as a stand-alone or independent self-service solution from the rest of an organization's customer service implementations, because the implementation requires business rules, workflows and KM that exist in those solutions. Single-channel implementation will yield expensive solutions with limited benefits due to a lack of automation and repetitive work done on the areas noted. Only consider multichannel solutions, even if it is the first step in installing a complete suite of multifunction, multichannel self-service applications, all on the basis of your customers' journeys. Cost savings are no longer the only expected ROI for implementation of self-service applications. Instead, organizations expect improved operations and increased customer satisfaction. Vendors include: ■ [24]7 (IntelliResponse) ■ Anboto ■ Avaya ■ Diabolocom ■ eGain ■ Eptica ■ Genesys ■ Interactive Intelligence ■ iSOCO Gartner, Inc. | G00271753 Page 69 of 134 ■ Moxie ■ mplsystems ■ Oracle (RightNow) ■ Presence Technology ■ Salesforce ■ SAP ■ TouchCommerce ■ Verint Systems (Kana Software) Knowledge Management KM emphasizes an integrated approach to managing an enterprise's knowledge assets, which are made up of the information available to an enterprise about its best practices, critical business processes and operating environment. A successful KM strategy is comprised of: ■ People — People who inform our need for information can come from within an enterprise and outside the enterprise. The goal of a KM strategy is to empower as many people as possible to participate in creating and consuming relevant knowledge. ■ Processes — KM processes include the methods utilized to develop, maintain, deliver and measure knowledge, and to encourage participation. This can be highly complex, as there is a potentially wide range of KM processes. KM is composed of a back-end knowledge base, search technology and a user interface. KM is used widely: ■ For internal employees ■ For customer self-service (on mobile and the Web, kiosks, and high-tech equipment/appliances and wearables) ■ For social media efforts (communities) ■ By partners ■ In other applications, such as for POS, automated teller machines (ATMs) and ticket machines CSS processes are required on all channels of engagement and on all types of devices (including home appliances and wearables) and to perform a wide variety of tasks. Every enterprise faces the complex KM challenge of accessing the exact piece of information to solve a problem or answer a question. It is not possible for any one software supplier to address all combinations of KM requirements for CRM customer service. KM happens through virtual customer assistants, in chat sessions, on the Page 70 of 134 Gartner, Inc. | G00271753 telephone, in community forums and in many other areas. Knowledge artifacts can be found through search tools via enterprise portals or by way of content management tools. Business cases must focus on integrating the knowledge base with multiple channels: Web chat to reduce chat duration, ERMS to return emails with accurate answers and virtual assistants to enhance information delivery in addition to the self-service search on the website. Realizing the value of KM is possible as part of a long-term commitment to fine-tuning and enhancing the knowledge base. The focus in KM is to achieve at least an 85% relevance of responses, guarantee constant use and avoid users abandoning the search. The knowledge should be contextual and available on all communication channels. KM for CSS consists of six categories of knowledge: 1. Agent — The contact center agent is a repository of information on corporate products and services, as well as problem resolution. Capturing agent knowledge in a repository can speed up the delivery of services and the training of new individuals. 2. Corporate — Corporate knowledge contains the total body of knowledge necessary to deliver on the strategic aims and objectives of an organization. It provides product and service information, and can typically be accessed by any internal corporate Web citizen. Typically, the head of operations will take responsibility for this information. In a sales-oriented organization, the head of sales will take responsibility for this information's upkeep and delivery. 3. Social — Many people belonging to social networks post information on bulletin boards and blogs. By gathering and analyzing the information written about your corporate products and services, you will become aware of the public perception of your organization. Collect this information and store it centrally for self-service access, because your customers often know more about your products and services than you do. Use social knowledge to expand your corporate thinking, taking into account what is being said about your organization. 4. Partner — If you have partners in your supply chain, then they are often the ones dealing directly with your customers. Collect and store this information for Web-based, self-service access by other partners within the supply chain so you have a common way to resolve problems and queries. Also, use this information to bring new partners online in as short a time as possible, and to check on the quality and content of interactions that your partners have with your most valuable asset: your customers. 5. Search — Public search engines do not include corporate knowledge unless specific items of corporate knowledge are tagged as accessible to search engine spiders. By opening up some areas of corporate knowledge via a public self-service engine, it is possible to have your internal information listed together with publicly searched results. 6. Hosted community — In developing and deploying theme-based community forums, a group of like-minded people impart valuable information that can be collected, filtered, authored and provided back to the community or other areas for self-service search. Use these community areas to capture knowledge or to provide the community with access to the knowledge repository to store its specific information, which can be accessed and retrieved only by that community. Gartner, Inc. | G00271753 Page 71 of 134 Vendors include: ■ Almawave (Iride CRM) ■ AnswerDash ■ Aptean (Knova) ■ Astute Solutions (Astute Knowledge) ■ Coveo ■ Dezide ■ eGain KnowledgeAgent ■ Eptica ■ FacilityLive ■ Kana Knowledge Management (Verint Systems) ■ KMS lighthouse ■ KnowledgeBroker ■ Microsoft (Parature) ■ MindTouch ■ Moxie ■ noHold ■ Oracle (Knowledge) ■ Panviva ■ PTC (Servigistics) ■ RightAnswers ■ Safeharbor Knowledge Solutions (Enghouse Interactive) ■ Transversal Virtual Customer Assistant A virtual customer assistant (VCA) simulates a conversation to deliver information and, if advanced, can also take action on behalf of the customer. It consists of four technology components: 1. Natural-language processing engine 2. User interface that receives the request and delivers the response via speech or text Page 72 of 134 Gartner, Inc. | G00271753 3. Search engine that can traverse big data repositories of knowledge and content, with strong content authoring and management 4. A context engine to understand the intent of an individual Work by current VCA vendors is raising awareness of general vulnerability assessment (VA) technology as a practical tool. The transition from reactive virtual assistants that respond to questions for which answers can be found in structured content libraries to proactive VCAs that look at the characteristics of the individual and act on their behalf is underway, but will require a few years to reach the mainstream. With the transition to a mobile-first user experience, many of the VCAs are in need of updating, especially to leverage the information available on smartphones. Effective use of a VCA can divert customer interactions away from an expensive phone channel to a less expensive, self-service channel, and especially to a mobile platform. The use of a voiceenabled VCA in a kiosk or an automated teller machine can alleviate the need for typed interventions, and can assist in creating an interesting interaction for a nontraditional audience. The interaction with a virtual customer assistant is via the Web, SMS, chat messenger, or other Web-based or mobile interfaces. Building a virtual assistant depends on speech-based applications in situations where voice processing is enabled and relies extensively on a KM back end that is the storage repository for the virtual assistant's knowledge. This combination of speech technology and the virtual assistant provides a strong customer service proposition. A great virtual assistant offers more than just search. It should enrich the quality of the customer experience and assist the customer throughout the online interaction. Vendors include: ■ [24]7 ■ Anboto ■ Artificial Solutions ■ CodeBaby ■ Creative Virtual ■ Ecreation ■ eGain ■ Eidoserve (GetAbby) ■ Existor ■ GyrusLogic ■ Google ■ Inbenta ■ InteliWISE Gartner, Inc. | G00271753 Page 73 of 134 ■ Interactions ■ Intoote ■ iSOCO ■ LogicJunction ■ Microsoft ■ Next IT ■ novomind ■ Nuance Communications (VirtuOz) ■ Occambee ■ Oddcast ■ SelfService Co. ■ Stanusch Technologies ■ Synthetix ■ Transversal ■ Viclone ■ Virtual Zone ■ Xiaoi ■ Zucchetti External Community Software External community software enables customers and partners to blog, post, rate products/services and construct cases, and also enables peer interaction and KM. Vendors include: ■ Dimelo ■ Get Satisfaction ■ Jive Software ■ Lithium Technologies ■ Salesforce ■ Zimbra Page 74 of 134 Gartner, Inc. | G00271753 Recorded Video Customer Support Recorded video customer service is the process of using prerecorded video clips to impart "how to" instructions for customer service, or provide product or service training. These videos can be hosted on popular social media sites such as YouTube or embedded in a Web self-service knowledge base for a great customer experience. General consumer acceptance of YouTube for instructional videos, combined with increased bandwidth via new generations of mobile networks, has made video an increasingly important aspect of the customer experience. Prerecorded video clips that impart how-to instructions to support customer service or training can reduce interactions with the CEC. Phone or Web chat agents can also provide customers with a URL to a recorded video clip that will show how to address a particular problem. Videos are particularly effective at capturing and recording deep and broad instructions for various processes. Manipulative acts for mechanics, development logic for software workers and lengthy time-lapse processes for workers of all kinds are just a few of the "task families" that video can present to educate customers and employees in learning activities. Whether using a how-to video to change a battery on a vehicle or a laptop, or as a demonstration tool, organizations can deflect interactions from the CEC. These video clips can form part of an organization's video knowledge repository, or can be indexed from social networks such as YouTube and accessed using a search tool for internal knowledge bases. When stored in the knowledge repository, it is referred to as "video knowledge." Vendors include: ■ Avaya ■ eGain ■ Moxie ■ Oracle (RightNow CX Cloud Service) ■ Salesforce ■ Verint Systems (Kana Software) Mobile Customer Service During 2013, mobile device sales surpassed the sales of desktop and laptop devices. Together with the ever-increasing processing power of the smartphone, this has resulted in many organizations investing in a mobile strategy for expanding their customer interactions. Mobile customer service applications provide mobile applications that reside in or are accessible from smartphones and tablets, and are completely supported by the enterprise. This can take the form of contextual search, contextual delivery of knowledge, location-based service or multimodal Gartner, Inc. | G00271753 Page 75 of 134 (the customer can be in a self-service process, but request or be given live agent support via chat, voice or co-browsing) customer support. Over the last 12 months, we have observed the rising popularity of mobile customer service applications in multiple industries and geographies. However, development has not been as fast as we thought, as many consumer-facing apps that people use daily are free of charge and thus provide minimum or no support. The in-app support, as well as support via a company's mobile website, has only started to emerge in industries such as hotels, airlines, banking and telecommunications, where expectations of customer service via mobile devices are higher than other channels. The mobile customer interaction can be presented in one of three ways: ■ Mobile browser — Using a mobile device's built-in Web browser to access Web-based content is the least expensive investment an organization can make when starting to deploy customer interactions. Any Web-based functionality and content available on a laptop or via a desktop browser can be accessed by a mobile device. The customer experience, however, is not very rich, because content drops off the bottom and right side of the screen, requiring the customer to continuously scroll to access all content. ■ Mobile Web — Organizations deploy mobile Web technologies on a back-end server. The mobile server recognizes the incoming device, and formats the screen content accordingly. A BlackBerry is distinguished from an iPhone, in that the content is formatted on the server and delivered to another device with the correct function keys and formatting enabled for that particular device. This method caters to a vast array of mobile devices and retains the processing power on the server, as opposed to relying on the phone, and can deliver a rich customer interaction. ■ Mobile application — The mobile application is downloaded from the Web and installed on the device. Because mobile applications are unique to every mobile platform, multiple versions of the application are needed. The mobile application moves some processing power and all display and formatting processing to the mobile device, and focuses mostly on the transfer of information. The mobile application has the potential to deliver rich customer interactions, but is the most expensive method for moving interactions to a mobile device. Vendors included: ■ [24]7 (IntelliResponse) ■ Creative Virtual ■ eGain ■ Eptica ■ Genesys ■ Interactive Intelligence ■ Moxie Page 76 of 134 Gartner, Inc. | G00271753 ■ mplsystems ■ Oracle ■ Pegasystems ■ Salesforce ■ SAP ■ TouchCommerce ■ Verint Systems (Kana Software) Vendors that have mobile CRM customer service applications that are available exclusively on a mobile device, and not available as a desktop or laptop installation, include: ■ [24]7 ■ Apple (Siri) ■ EasyAsk (EasyAsk Quiri) ■ Iris Mobile ■ Nuance Communications (Nina) ■ Sherpa ■ Urban Airship Contact Center Infrastructure Contact Center Routing Systems The contact center infrastructure (CCI) market has been showing a trend toward consolidation for several years, along with an increased focus on cloud-based solutions. While some best-of-breed point products will remain relevant, customers are progressively moving to broader solutions from vendors that can provide a portfolio of applications spanning a broad set of functionality, including automatic call distribution (ACD), multimedia routing, IVR, automated outbound calling, computertelephony integration (CTI) and workforce optimization. Enterprises are increasingly recognizing the potential synergies between customer-facing CCI and software solutions, and their current or planned investments in internal-facing unified communications (UC) architectures. As a result, planners must consider how these investment strategies can coexist and potentially share communications and collaboration components. "Magic Quadrant for Contact Center Infrastructure" provides an overview of the leading CCI vendors. Vendors include: Gartner, Inc. | G00271753 Page 77 of 134 ■ 8x8 ■ Aastra Technologies ■ Alcatel-Lucent ■ Altitude Software ■ Aspect ■ Atlantic Technologies ■ Avaya ■ Bell Canada ■ BT Group ■ C-Zentrix ■ Capgemini ■ CenturyLink ■ Cisco ■ Colt ■ ComputerTalk ■ Content Guru ■ Convergys Zimbra ■ Dimension Data ■ Drishti-Soft Solutions ■ eGain ■ Enghouse Interactive (Apropos, CosmoCom, Syntellect, Zeacom) ■ Five9 ■ Genesys (Echopass) ■ Huawei ■ inContact ■ Interactive Intelligence ■ KPN International ■ LiveOps ■ Mattersight Page 78 of 134 Gartner, Inc. | G00271753 ■ Mitel ■ NEC ■ NewVoiceMedia ■ Noda ■ Orange ■ Protocol One ■ SAP ■ Satmap ■ Shoretel ■ Telax ■ Telefonica ■ TeleTech ■ Toshiba ■ Transera ■ Unify ■ Verint Systems (Kana Software) ■ Verizon ■ Vocalcom ■ Vodafone ■ VoltDelta ■ West Interactive ■ Zeacom ■ ZTE Voice Self-Service Automated self-service that includes voice functionality is an important option for contact centers. These solutions provide an alternative to live contact center agents when resolving a range of customer service issues, and allow managers to balance the quality of live call service with the cost and scaling advantages of automation. Most contact centers seek to increase self-service automation by continuously evaluating customer satisfaction while simultaneously developing options that increase self-service utilization and call completion rates. Gartner, Inc. | G00271753 Page 79 of 134 There are two primary options for interacting with telephone callers using voice self-service: ■ The first is via the standard touch-tone telephone keypad, and this remains the most common form of telephone information entry. ■ The second is to use speech recognition. This is particularly effective for certain types of problems and environments, and comes in various forms. There is an increased demand for options that allow interacting with callers who also have other simultaneous interaction options. Two related options are initiating calls to customer service from within a Web session and using omnichannel tools to improve self-service. 1. There are different ways to initiate a live call from a Web session. Current common options for integrating Web activity with a subsequent call are "click-to-call-back" and the use of visual IVR tools to assist in converting IVR scripts to Web and mobile screens. An emerging trend is initiating voice calls to customer service directly from within a self-service Web session using Web real-time communication (WebRTC) or another browser-based session. A related form of voice interaction is when customers contact customer service via a voice over IP (VoIP) soft client, such as Skype. As Internet voice usage increases, these forms of interaction will become an attractive option for some call centers. 2. Omnichannel interactions are primarily geared toward interacting with callers with smart mobile devices where it is possible to interact with multiple channels. These interactions occur when a single session is aware of the other channels and can offer options to incorporate them. For example, in a self-service call flow, a caller asking about a doctor's office or a restaurant might be given the option of having the address sent to the SMS number from which he or she is calling. This saves the caller from having to write down information, which is especially critical if he or she is driving in a car. Voice Response Platforms Voice response platforms provide voice access to information and applications, and can perform complex call routing based on information provided by the caller (see "MarketScope for IVR Systems and Enterprise Voice Portals"). IVRs initially were deployed on dedicated, special-purpose hardware-based platforms. Starting in 2000, a new generation of more open-software-based communications platforms emerged. These supported IVR functionality based on a Web-style architecture that separated the Web applications from the voice portal platform. In effect, there were two layers: the Web application layer and the voice portal platform layer. The control protocol between the two layers is based on Internet standards, in particular on VoiceXML and Call Control XML (CCXML). These new voice portal architectures increasingly also supported VoIP standards, such as Session Initiation Protocol (SIP), and speech standards, such as Media Resource Control Protocol (MRCP). The voice portal model became the dominant approach by 2005. In 2010, another architectural approach emerged that was designed for flexible cloud deployments; Gartner calls this approach the native cloud communication ecosystem (NCCE). NCCEs use the three-layer approach common to cloud architectures — infrastructure as a service (IaaS), platform Page 80 of 134 Gartner, Inc. | G00271753 as a service (PaaS) and SaaS. The communication PaaS layer incorporates functionality similar to the voice portal, and typically supports VoiceXML. To do this, the communication PaaS layer has unique characteristics to enable real-time communications, such as voice, telephony and video. In current implementations, some solutions integrate the communication PaaS and IaaS layers in order to support the more exigent real-time communications requirements. However, the solutions also may leverage established IaaS solutions, such as Amazon Web Services (AWS) or Microsoft Azure, for scaling and cost reasons. The NCCE approach currently offers significant advantages when addressing the omnichannel requirements of applications and users, because it can more easily be extended to accommodate emerging technology options. The communication PaaS and IaaS approach offers significant scaling and startup cost advantages, because communication PaaS applications only pay for services as they are used and the IaaS approach allows rapid scaling on demand. An important characteristic of these solutions is their ability to leverage an ecosystem of partners to deliver services at each of the layers. In some cases, the communication PaaS layer leverages other SaaS and PaaS solutions to meet application needs. The result is that the applications come together as a cloud communications ecosystem. NCCE communication PaaS vendors include: ■ Aspect ■ Plivo ■ Tropo ■ Twilio Below, we list the vendors whose IVR platforms are often sold as stand-alone solutions. Many additional vendors sell IVR applications primarily as part of a broader contact center solution. IVR vendors include: ■ Aspect ■ Avaya ■ Cisco ■ Convergys ■ Enghouse Interactive ■ Genesys ■ Plum Voice ■ West Interactive Gartner, Inc. | G00271753 Page 81 of 134 Speech Technologies Contact center speech software enables communications IVR applications to identify spoken words or phrases (utterances). This technology, often called automatic speech recognition (ASR), allows certain IVR tasks to be performed more effectively than via touch-tone phone keypad entry. ASR offers improvements in three major areas: ■ Complex data entry — An entry such as date and time or the names of cities and states is extremely difficult to accomplish via a telephone keypad. ASR allows callers to speak the date and time or the name of the city and state. The system identifies the answer. ■ Open-menu applications — Complex menus are difficult to navigate via touch tone and result in low call completion rates. For example, applications offering callers a broad range of possible problem-solving options or offering many service options are not easily accomplished via touch tone. An open menu can simply ask, "How may I help you?" and then use speech recognition to identify the caller's needs. ■ Hands-free operation — This is a third area where ASR is particularly helpful. It is useful when the caller must make requests without using his or her hands — for example, the caller may be operating a vehicle or some other type of machinery when seeking help. Speech recognition IVR applications are more expensive than standard dual-tone multifrequency (DTMF) touch-tone applications. To properly evaluate the options, enterprises must understand how much incremental improvement the ASR technology will offer over the less expensive DTMF interface. Speech technology vendors include: ■ Aspect ■ AT&T (Watson) ■ Microsoft ■ Nuance Communications Open-source ASR options include: ■ CMU Sphinx (developed at Carnegie Mellon University [CMU],Pittsburgh, Pennsylvania) ■ Julius (developed at Nagoya Institute of Technology, Japan) ■ Simon (a project at the Federal University of Para, Brazil) ■ VoxForge (part of Source Forge) Several ASR-related technologies can enhance application performance and the user experience under specific conditions: speaker verification, human-assisted IVR and speech functionality. Speaker verification, also known as voice recognition and voice biometrics, identifies the person who is speaking by the characteristics of his or her voice. The most common applications are Page 82 of 134 Gartner, Inc. | G00271753 password reset and the prequalification of callers into a sensitive IVR application, such as those used by the banking or healthcare industries. Vendors include: ■ Aspect ■ MModal ■ Nuance Communications ■ ValidSoft ■ VoiceVault Human-assisted IVR integrates speech recognition functions with a live human agent. This integration can significantly increase speech recognition rates while also leveraging speech recognition automation. One approach is to record spoken utterances that are not recognized by the ASR engine and pass them to a pool of waiting agents who identify what is being said. This happens quickly and without the awareness of the caller. Vendors include: ■ Interactions ■ Nuance Communications ■ Spoken Communications Social for Customer Service External Community Software External community software enables customers and partners to blog, post, rate products/services and construct cases, as well as enable peer interaction and KM. Vendors include: ■ Dimelo ■ Get Satisfaction ■ Jive Software ■ Lithium Technologies ■ Salesforce ■ Zimbra Gartner, Inc. | G00271753 Page 83 of 134 Social Analytics for Customer Service Social analytics applications for customer service enable organizations to pinpoint the area where a customer service process falls short, and the factors that caused inadequate support of the customer. These applications are often packaged with social media engagement applications for customer service. Vendors include: ■ Attensity ■ Clarabridge ■ Conversocial ■ Coosto ■ Engagor ■ Five9 Social Media Engagement Social media engagement applications for customer service enable social media monitoring and response. These applications handle inquiries and complaints raised on popular social networks, forums and blogs in a linear, case-by-case manner. Vendors include: ■ Conversocial ■ Coosto ■ Dimelo ■ Engagor ■ Lithium Technologies ■ Sparkcentral Internal Community Software Internal community software for customer service enables internal collaboration among customer service agents for a case, a set of cases or a customer record. Internal community software capabilities ideally should be embedded in a customer service application. Vendors include: ■ IBM ■ Jive Software Page 84 of 134 Gartner, Inc. | G00271753 ■ Microsoft ■ Salesforce ■ SugarCRM Social Media Publishing Social media publishing applications for customer service enable organizations to push content out to different social networks for consumer alert purposes. Vendors include: ■ Attensity ■ Clarabridge ■ Conversocial ■ Medallia ■ Salesforce ■ Sprinklr Social Contact Management Social contact management applications help CRM specialists consolidate social contact profiles with another contact profile of record. Vendors include: ■ Ecquire ■ Gigya ■ IDInteract ■ Janrain ■ Mblast Customer Service Analytics Interaction Analytics Interaction analytics combine and analyze the multiple, disparate data sources involved in a customer-agent interaction to identify trends and insights. The data can be structured, such as operational data and call flow dynamics, or unstructured, such as audio and text (voice, email, IM and chat). Deployment in a contact center can potentially uncover a diverse range of insights to Gartner, Inc. | G00271753 Page 85 of 134 improve the performance of the contact center and its agents, as well as provide customer and departmental insights (such as customer perceptions of a marketing campaign or new product pricing strategy). Vendors include: ■ Almawave ■ Avaya (Aurix) ■ CallMiner ■ Genesys (Utopy) ■ HP Autonomy ■ Interactive Intelligence ■ Mattersight ■ Nexidia ■ Nice Systems ■ Ramp ■ Raytheon BBN Technologies (Avoke Analytics) ■ Verint Systems Text Analytics Text analytics can process large volumes of text-based material to derive business insight, understand customer behavior, automate processes and organize information. The text analytics market consists of a large number of vendors, but many of them are small and are using immature technologies and products that may be unsuitable for some uses. We list a sample set of leading vendors. Vendors include: ■ Attensity ■ Clarabridge ■ HP Autonomy ■ IBM ■ Lexalytics ■ Megaputer Intelligence ■ Nice Systems Page 86 of 134 Gartner, Inc. | G00271753 ■ Salesforce ■ SAS Social Analytics for Customer Service Social analytics applications for customer service enable organizations to pinpoint the area where a customer service process falls short, and the factors that caused inadequate support of the customer. These applications are often packaged with social media engagement applications for customer service. Vendors include: ■ Attensity ■ Clarabridge ■ Conversocial ■ Coosto ■ Engagor ■ Five9 Real-Time Decisioning Real-time decisioning software combines analytical insight with business strategy to identify the optimal customer treatment that applies broadly across the enterprise. Most deployments are in the contact center and focus on cross-selling activity. Real-time decisioning solutions have also been deployed across other channels, such as retail stores, bank branches and websites. Other applications include prioritizing customer support opportunities, fraud detection and service personnel alignment. Vendors include: ■ Convergys ■ ExactTarget (iGoDigital) ■ FICO ■ IBM ■ Infor ■ Oracle ■ Pegasystems ■ Pitney Bowes Software (Portrait Software) Gartner, Inc. | G00271753 Page 87 of 134 ■ Pontis ■ SAP (KXEN) ■ SAS ■ Teradata ■ ThinkAnalytics Field Service Field Service Management The applications that we focus on in this section help field service personnel in four ways: ■ With the receiving requests for a field service technician, received over the Internet, over the telephone or arriving from an intelligent device ■ With making assignments to a service technician (long, midrange, weekly and intraday optimization of the technician, factoring in assets and improved service-level agreement compliance) ■ With allowing complete mobilization of the technician to perform end-to-end service tasks, including the ability to look up inventory status in real time or cached on a wireless device ■ With obtaining field service functionality that supports a continuum of field service models, from reactive to preventive to predictive to reliability-centered maintenance In addition to the core scheduling component and mobile support mentioned above, an end-to-end field service management (FSM) solution may also contain the following: ■ Field technician management (skills, plan board, assignment, route and technician schedule optimization) ■ Entitlements and contract management ■ Product and pricing configuration ■ Location-based field service work, on a variety of mobile devices ■ Case-based reasoning/KM ■ Project management software ■ Reporting and service analytics ■ Bill/invoice preparation ■ Field parts, tools and material/parts management (essentially, a field supply chain management [SCM] system) ■ Intelligent device management and fleet management Page 88 of 134 Gartner, Inc. | G00271753 ■ Depot repair ■ Software for mobile application support that includes a user experience that maps to mobile workflow, as well as client-side and server-side middleware ■ A service integration framework or platform Vendors include: ■ ABB (Ventyx) ■ Arris ■ Astea International ■ ClickSoftware ■ Comarch ■ FastLeanSmart (FLS) ■ FieldConnect ■ FieldOne Systems ■ FieldPower ■ FieldSolutions ■ Hitachi Solutions ■ IFS (Metrix 360 Scheduling) ■ Infor (Single Source Systems, Infor Lawson) ■ isMobile ■ Marathon Data Systems ■ mplsystems ■ Oracle (Siebel, E-Business Suite, Real-Time Scheduler) ■ Overit ■ PTC (Servigistics) ■ Quintiq ■ Retriever Communications ■ SAP ■ ScheduleSoft (Workloud) ■ ServiceMax Gartner, Inc. | G00271753 Page 89 of 134 ■ ServicePower ■ Tesseract ■ TOA Technologies ■ Vertical Solutions ■ ViryaNet ■ WennSoft Customer Experience Management Enterprise Feedback Management Enterprise feedback management is a fragmented market, with no leaders and more than 300 offerings identified by Gartner. We group these into three types of vendors: ■ One type provides simple tools for collecting surveys in a single communications channel (such as via the Web or IVR). ■ A second type specializes in processes such as customer satisfaction surveying, employee satisfaction, new product development feedback or complaint management. ■ A smaller group, listed below, provides enterprise feedback management applications that work across multiple channels, and that can be used for multiple processes. Gartner hears the most about these vendors from our end-user clients, partners and vendor clients. We expect consolidation to occur in the enterprise feedback management market during the next few years, and will keep clients apprised of changes. Vendors include: ■ Aptean (Respond) ■ CallidusCloud (Clicktools) ■ Charter UK ■ Clarabridge (Market Metrix) ■ Concept (myK) ■ Confirmit ■ FBC Software ■ ForeSee Results ■ GetFeedback ■ IBM (SPSS) Page 90 of 134 Gartner, Inc. | G00271753 ■ InMoment (Mindshare Technologies) ■ InsightNow ■ Interview SA ■ InTouch ■ Inworks ■ iPerceptions ■ iSky ■ MaritzCX ■ Medallia ■ Nice Systems ■ NetReflector ■ OpinionLab ■ PeriscopeIQ ■ Qualtrics ■ QuestBack ■ QuickSearch ■ Ransys Feedback Technologies ■ ResponseTek ■ SAS ■ SandSIV (CustVox) ■ Satmetrix ■ Smoke Customer Care Solutions ■ SynGro ■ Thirty by Thirty ■ Vision Critical ■ Verint Systems Gartner, Inc. | G00271753 Page 91 of 134 Voice of the Customer Voice of the customer (VoC) solutions combine multiple, traditionally siloed technologies associated with the capture, storage and analysis of direct, indirect and inferred customer feedback. Technologies such as social media monitoring, enterprise feedback management, speech analytics, text mining and Web analytics are integrated to provide a holistic view of the customer's voice. Astute CRM specialists capitalize on the resultant customer insights by disseminating relevant information to the right person at the right time on the right channel. The landscape is still taking shape, and the leading vendors come from a variety of backgrounds with very different core strengths. Vendors include: ■ Attensity ■ CallMiner ■ Clarabridge ■ ClickFox ■ Confirmit ■ CustVox ■ ForeSee Results ■ HP Autonomy ■ InMoment ■ iPerceptions ■ iSky ■ MaritzCX ■ Medallia ■ NetReflector ■ Nexidia ■ Nice Systems ■ OpinionLab ■ Qualtrics ■ QuestBack ■ ResponseTek ■ SandSIV Page 92 of 134 Gartner, Inc. | G00271753 ■ Satmetrix ■ Smoke Customer Care Solutions ■ SynGro ■ Thirty by Thirty ■ Verint Systems Customer Experience Management Service We group customer experience management service providers into five groups: Tier 1 system integrators, marketing service providers, business process outsourcers, digital agencies and specialist consultancies. Tier 1 system integrators include: ■ Accenture ■ arvato ■ Atos ■ BearingPoint ■ BT (BT Global Services) ■ Business & Decision ■ Capgemini ■ CGI ■ Cognizant ■ CSC ■ Deloitte ■ EY ■ Fujitsu ■ HCL Technologies ■ HP Enterprise Services ■ IBM Global Business Services ■ Infosys ■ NTT Data ■ PwC Gartner, Inc. | G00271753 Page 93 of 134 ■ Reply ■ Tata Consultancy Services (TCS) ■ Tech Mahindra Business Services Group (BSG) ■ Wipro Technologies Marketing service providers include: ■ Acxiom ■ Affinity Solutions ■ Aimia (formerly known as Carlson Marketing) ■ Allant Group ■ Brierley+Partners ■ Dex Media ■ dunnhumby ■ Epsilon ■ Equifax ■ Experian ■ FICO ■ Harte Hanks ■ KBM Group ■ Merkle ■ Rapp ■ Targetbase ■ Valassis (Valassis Relationship Marketing Systems [VRMS]) Business process outsourcers include: ■ Aegis ■ Alorica ■ Atento ■ Concentrix ■ Convergys ■ Expert Global Solutions (Asia/Pacific Customer Services) Page 94 of 134 Gartner, Inc. | G00271753 ■ Firstsource ■ HP Enterprise Services ■ IBM Global Process Services ■ NCO ■ Serco ■ Sitel ■ Sutherland Global Services ■ Sykes ■ Tech Mahindra Business Services Group (BSG) ■ Teleperformance ■ TeleTech ■ Transcom ■ transcosmos ■ Vertex Business Services ■ West Communication Services ■ Xerox Digital agencies include: ■ Accenture Digital ■ Creuna ■ Deloitte Digital ■ FullSIX ■ IBM (Interactive Experience) ■ iCrossing ■ Interpublic Group (Draftfcb, MRM//McCann, R/GA) ■ Isobar ■ Landor Associates ■ Lippincott ■ Meredith Xcelerated Marketing Gartner, Inc. | G00271753 Page 95 of 134 ■ Omnicom Group (Organic, RAPP) ■ Publicis Groupe (DigitasLBi, Nurun, Pixelpark,Razorfish, Rosetta, Sapient) ■ Salmon ■ Universal Mind ■ Wieden+Kennedy ■ Work Club (Havas) ■ WPP (Acceleration, AKQA, Blast Radius, Ogilvy Digital, Possible, Syzygy, VML, Wunderman) Specialist consultancies include: ■ AboutFace ■ Adaptive Path ■ Andrew Reise Consulting ■ Beyond Philosophy ■ ClearAction ■ Copernicus Marketing Consulting ■ CustomerBliss ■ Econsultancy ■ EffectiveUI ■ EMC (EMC Consulting) ■ Fifth Quadrant ■ Futurelab ■ Kobra ■ Lighthouse Technologies ■ Mulberry Consulting ■ Nielsen Norman Group ■ Nunwood ■ OgilvyOne ■ Peppers & Rogers Group (part of TeleTech) ■ Prophet ■ Root Page 96 of 134 Gartner, Inc. | G00271753 ■ Strativity Group ■ Talent Vectia ■ TandemSeven ■ The Customer Experience Co. ■ The Service Profit Chain Institute ■ Utopia Image ■ Walker Information ■ West Monroe Partners ■ ZS Associates ■ Zyman Group Cross-CRM Cross-Functional Customer Analytics Web Analytics Web analytics is a market of specialized analytics applications used to understand and improve the online channel user experience, visitor acquisition and actions, and to aid optimization efforts in digital marketing or intranets. Products offer reporting and segmentation capabilities, analytical and performance management, historical storage, and integration with other data sources and processes. The tools are used by marketing professionals, advertisers, content developers, CSS and the website's operations team. Vendors include: ■ Adobe ■ Anametrix ■ comScore ■ Google ■ IBM ■ KISSmetrics ■ SAS ■ Teradata Gartner, Inc. | G00271753 Page 97 of 134 ■ Webtrends Customer Value Analysis Customer value analysis usually includes channel and product profitability (often finance-driven), as well as the multiple types of marketing-driven customer profitability (such as contribution, current profitability and lifetime value) prevalent in most businesses. This subject requires a wide range of capabilities, from activity-based costing (ABC) to predictive modeling and raw scoring capabilities. Vendors include: ■ Ignite Technologies ■ Oracle ■ SAP ■ SAS ■ Teradata Customer Predictive Analytics Predictive analysis involves estimating or modeling the potential aspects of a relationship. Predictive analysis solutions come in the widest variety of any CRM application solution. From data mining workbenches to industry vertical black-box applications, user organizations need to consider the level of expertise each user will have. The term "predictive analytics" is used to describe approaches to data mining with four attributes: an emphasis on prediction (rather than description, classification or clustering); rapid time to insight (measured in hours or days); an emphasis on the business relevance of the resulting insights; and an increasing emphasis on ease of use, thus making the tools accessible to business users. Vendors include: ■ Alpine Data Labs ■ Alteryx ■ Angoss Software ■ Dell ■ FICO ■ IBM ■ Mattersight ■ Microsoft ■ Oracle Page 98 of 134 Gartner, Inc. | G00271753 ■ Pegasystems (Chordiant Software) ■ SAP ■ SAS ■ Tibco Software Real-Time Decisioning Real-time decisioning software combines analytical insight with business strategy to identify the optimal customer treatment that applies broadly across the enterprise. Most deployments are in the contact center and focus on cross-selling activity. Real-time decisioning solutions have also been deployed across other channels, such as retail stores, bank branches and websites. Other applications include prioritizing customer support opportunities, fraud detection and service personnel alignment. Vendors include: ■ Convergys ■ ExactTarget (iGoDigital) ■ FICO ■ IBM ■ Infor ■ Oracle ■ Pegasystems ■ Pitney Bowes (Portrait Software) ■ Pontis ■ SAP (KXEN) ■ SAS ■ Teradata ■ ThinkAnalytics Text Analytics Text analytics can process large volumes of text-based material to derive business insight, understand customer behavior, automate processes and organize information. The text analytics market consists of a large number of vendors, but many of them are small and are using immature technologies and products that may be unsuitable for some uses. We list a sample set of leading vendors. Gartner, Inc. | G00271753 Page 99 of 134 Vendors include: ■ Attensity ■ Clarabridge ■ HP Autonomy ■ IBM ■ Lexalytics ■ Megaputer Intelligence ■ Nice Systems ■ Salesforce ■ SAS Interaction Analytics Interaction analytics combine and analyze the multiple, disparate data sources involved in a customer-agent interaction to identify trends and insights. The data can be structured, such as operational data and call flow dynamics, or unstructured, such as audio and text (voice, email, IM or chat). Deployment in a contact center can potentially uncover a diverse range of insights to improve the performance of the contact center and its agents, as well as provide customer and departmental insights (such as customer perceptions of a marketing campaign or new product pricing strategy). Vendors include: ■ Almawave ■ Avaya (Aurix) ■ CallMiner ■ Genesys (Utopy) ■ HP Autonomy ■ Interactive Intelligence ■ Mattersight ■ Nexidia ■ Nice Systems ■ Ramp ■ Raytheon BBN Technologies (Avoke Analytics) Page 100 of 134 Gartner, Inc. | G00271753 ■ Verint Systems Intelligent Business Process Management Suites Intelligent Business Process Management Suites An intelligent business process management suite (iBPMS) takes advantage of system and human intelligence to create, manage and improve a wide range of business processes — frequently, those for customer service, but often those coordinated across different business functions. An iBPMS is a process-centric, model-driven application development platform, which uses process and rules as the primary orchestration focus of an application and is easily built and changed by modifying an abstract model of the application, rather than writing code. A key aspect of an iBPMS is that business users tend to be highly involved in managing the process. Examples of intelligent business processes include the ability to discover trends or predict events that could adversely impact business outcomes, and then suggest alternative approaches that may dynamically change the process to avoid events (e.g., possible service-level breaches). The iBPMS may also enable collaboration in the context of a specific process instance to ensure improved outcomes, perhaps by using information obtained in a similar situation. In more advanced iBPMSs, ad hoc actions can be "automated" by a smart agent or a goal-seeking, rule-driven capability that learns from prior process instances and improves the ad hoc response over time (see "Select the Right Type of BPM Platform to Achieve Your Application Development, Business Transformation or Digital Business Goals"). In an iBPMS, the universe of process knowledge can expand using data intelligence business activity monitoring (BAM), a term that means data from external sources can be dynamically correlated and analyzed with in-flight process performance data (see "Find the Best Approach to Decision Management"). As a result, an iBPMS can take advantage of the insights derived from the processes it orchestrates, as well as the insights and context derived from other sources (such as big data and context brokers). This capability is essential to compressing the time it takes to go from insight (context evaluation) to action in exploiting each digital business moment — allowing organizations to service their customers in a more contextually relevant and intelligent way. Vendors include: ■ AgilePoint ■ Appian ■ AuraPortal ■ BP Logix ■ DST Systems ■ IBM ■ K2 Gartner, Inc. | G00271753 Page 101 of 134 ■ Kofax ■ Newgen Software ■ Oracle ■ Pegasystems ■ PNMsoft ■ Software AG ■ Tibco Software ■ Whitestein Master Data Management for Customer Data Master Data Management for Customer Data Master data management (MDM) helps organizations create and maintain a consistent, shareable and accurate single version of customer data across their business operations. It provides both a framework and technology, to ensure the uniformity, accuracy, stewardship, semantic consistency and accountability of enterprisewide, shared customer master data assets. Trusted customer data and a single view of the customer are fundamental to the success of a CRM or other customer-centric strategy. The ability to identify customers correctly and to draw on a reliable, accurate and comprehensive single-customer view in customer-centric processes and interactions is highly valuable to groups that interact with customers, such as marketing and sales and service organizations. It can help organizations deliver the appropriate customer experience, cross-sell (between products and markets), retain customers, and execute end-to-end processes efficiently and effectively. It can help organizations manage risk and enable regulatory compliance. As the use of social media and big data becomes business-as-usual, MDM of customer data is increasingly key to managing the links between the fragments of customer data, enabling organizations to better understand the behavior and sentiment of their customers. Vendors include: ■ Ataccama ■ IBM ■ Informatica ■ Oracle ■ Orchestra Networks ■ SAP ■ SAS Page 102 of 134 Gartner, Inc. | G00271753 ■ Talend ■ Tibco Software ■ VisionWare Regional CRM Specialists European CRM Application Software Specialists Europe has many local CRM vendors, in addition to large global vendors. Because customer-centric activities in Europe tend to be regionally driven, local software vendors specialize in regional needs and functional capabilities. Many European companies prefer local country providers, because they assume these providers know more about local customer experience needs. Knowledge of cultural norms, language and localization provides a strong value proposition for vendors in the local space. Many of these vendors operate in multiple countries or specialize by industry. The best-known European specialists, including non-European companies, are listed by country. Vendors include: Austria: ■ Fabasoft ■ UNiQUARE ■ update software ■ Upper Network ■ Viscovery Belgium: ■ Efficy ■ Selligent ■ Smart I.T. Systems Czech Republic: ■ Futurelytics Denmark: ■ AGNITiO ■ BIQ ■ ChannelCRM Gartner, Inc. | G00271753 Page 103 of 134 ■ Falcon Social ■ Voxmeter Finland: ■ Dealmachine ■ Innofactor France: ■ Atos (blueKiwi) ■ Cegedim ■ Coheris ■ Criteo ■ easiware ■ Eptica ■ eServGlobal ■ FBC Software ■ iAdvize ■ IKO System ■ Neocase Software ■ Pros (Cameleon Software) ■ PTC (Servigistics) ■ Seesmic ■ Sparkow ■ Synthesio Germany: ■ Accenture (CAS Software) ■ Camos ■ Cursor Software ■ OpenText (Cordys) ■ GFT ■ Intershop Page 104 of 134 Gartner, Inc. | G00271753 ■ ITyX ■ PiSA sales ■ Team4 ■ unblu ■ USU ■ Valuescope Greece: ■ Interworks Cloud Services Ireland: ■ BAE Systems Applied Intelligence ■ Datahug ■ Fineos ■ Idiro Technologies Israel: ■ Amdocs ■ Nice Systems ■ Pontis Italy: ■ Almawave ■ Esa Software ■ Gruppo Formula ■ Pat Group ■ Siseco ■ Trueblue ■ Xtel, a Kantar Retail Co. Netherlands: ■ Amyyon ■ Exact Gartner, Inc. | G00271753 Page 105 of 134 ■ getBIZZI ■ IDB Groep ■ SalesManager Software ■ Scope marketing technology ■ SelfService Co. ■ UNIT4 Norway: ■ 24SevenOffice ■ Confirmit ■ QuestBack ■ SuperOffice Poland: ■ Comarch Portugal: ■ Altitude Software Russia: ■ InvisibleCRM ■ Terrasoft Spain: ■ Accenture (Neo Metrics Analytics) ■ B-kin ■ Comverse (Solaiemes) ■ Infonis ■ Interactive Medica ■ Leelo ■ Vincle Internacional ■ Yunbit Sweden: Page 106 of 134 Gartner, Inc. | G00271753 ■ Abalon ■ Brimstone ■ EDB (Proconsa Application Suite) ■ IFS ■ Proconsa ■ Tacton Systems ■ Teleopti ■ Wipcore Switzerland: ■ BPA Solutions ■ BSI ■ Easyone ■ SandSIV Turkey: ■ Ericsson (Bizitek) ■ SFS ■ VeriPark Ukraine: ■ BPM-Online CRM U.K.: ■ Actis Sales Technologies ■ BAE Systems Applied Intelligence ■ EmergeAdapt (CaseBlocks) ■ Celerity ■ Charter UK ■ CommuniGator ■ Conversocial ■ Creative Virtual Gartner, Inc. | G00271753 Page 107 of 134 ■ DataSift ■ Elateral ■ Feefo ■ Lyris ■ Maximizer Software ■ Noetica ■ Northgate Information Solutions ■ numero (Smart Analytics) ■ Pro EQ ■ Rant & Rave ■ Really Simple Systems ■ Redcastle ■ Relayware ■ SDL ■ SynGro ■ The Lateral Group ■ ThinkAnalytics ■ Transversal ■ Trovus ■ webCRM ■ Workbooks.com Asia/Pacific Region CRM Application Software Specialists The Asia/Pacific region continues to invest in CRM, with a focus on sales, followed by customer service and marketing. Overall investments in social for CRM, marketing automation and digital commerce increased in 2014. The Asia/Pacific region includes multiple markets with diverse needs and maturity levels. Although multinational corporations continue to invest in the region, local players challenge the global players in various industries and geographies. Vendors include: ■ [24]7 ■ Adobe Page 108 of 134 Gartner, Inc. | G00271753 ■ Amdocs ■ Aptean (Consona and CDC Software) ■ Avaya ■ Axind Software ■ Blackbaud ■ Capillary Technologies ■ Cegedim (Dendrite International) ■ CipherCloud ■ Cisco ■ Criteo ■ Epicor Software ■ Experian ■ Flytxt ■ FrontRange Solutions (GoldMine) ■ Genesys ■ IBM ■ Infor ■ InteractCRM ■ Interactive Intelligence ■ IntelliResponse ■ Jacada ■ Jive Software ■ Lithium Technologies ■ Mara-Ison Technologies ■ Microsoft (Dynamics CRM) ■ NetSuite ■ Nice Systems ■ OpenText Gartner, Inc. | G00271753 Page 109 of 134 ■ Oracle ■ Pegasystems ■ Pitney Bowes ■ Sage ■ Salesforce ■ SAP ■ SapientNitro ■ SDL ■ Squiz ■ SugarCRM ■ SunTec Business Solutions ■ Teleopti ■ Teradata ■ Verint Systems (Kana Software) ■ Vinculum ■ Zendesk ■ Zoho Below, we divide the list further by country regional providers, including: Australia: ■ Cyara ■ Fifth Quadrant ■ Panviva ■ Premier Technology ■ Pronto Software ■ SMS Management & Technology ■ TechnologyOne ■ Unity4 ■ UXC China: Page 110 of 134 Gartner, Inc. | G00271753 ■ 800APPs ■ Alibaba ■ AsiaInfo ■ ChinaPnR ■ China UnionPay ■ CIC ■ Computop ■ Dodoca Information Technology ■ eSoon ■ Facishare Technology ■ Huawei ■ iFLYTEK ■ Kingdee ■ Neusoft ■ ShopEx ■ Sina Weibo ■ Tencent ■ TravelSky ■ Ufida Software ■ Weimob ■ Weixinhai ■ Xiaoi ■ Xiaoshouyi ■ ZTEsoft India: ■ Axind Software ■ Cirrius Wireless Technologies ■ CRM24x7 Gartner, Inc. | G00271753 Page 111 of 134 ■ CRMnext ■ CustomerXPs ■ Drishti-Soft Solutions ■ Flytxt ■ Litmus7 ■ Manthan Systems ■ MartJack ■ NetSoft Solutions ■ Net Solutions ■ Octashop ■ Ramco Systems ■ Talisma ■ Vinculum Japan: ■ Canon Esquisse System ■ Commerce21 ■ CTC Technology ■ Fujitsu ■ Iwatsu Electric ■ Lockon ■ Mitsui Knowledge Industry (MKI) ■ NEC ■ Nihon Unisys ■ NRI ■ NTT Communications ■ NTT Data ■ NTT Software ■ Oki ■ OKWave Page 112 of 134 Gartner, Inc. | G00271753 ■ Softbrain ■ Softcreate ■ Synergy Marketing ■ Plus Alpha Consulting ■ TechMatrix ■ XyXon Korea: ■ Bridgetec ■ Buttle Information Systems ■ Hansol Telecom ■ MPC ■ Rsupport ■ Will-Be Solution Malaysia: ■ Juris Technologies ■ NuSuara Technologies Singapore: ■ NCS ■ Vocanic CRM Business Process Outsourcers Outsourcing Providers With Capabilities in North America Major providers include: ■ Accenture ■ Aegis ■ Alorica ■ American Customer Care ■ Arise Virtual Solutions Gartner, Inc. | G00271753 Page 113 of 134 ■ C3i ■ CallTek Center International ■ Capgemini ■ Cincom Systems ■ Computer Generated Solutions (CGS) ■ Concentrix ■ Convergys ■ CSC ■ DecisionOne ■ Expert Global Solutions (Asia/Pacific Customer Services) ■ EXL ■ Firstsource ■ GC Services ■ General Dynamics (Vangent) ■ Genpact ■ Harte Hanks ■ HGS ■ HP ■ iGATE (Patni Computer Systems) ■ LiveOps ■ Minacs ■ Percepta ■ Senture ■ Sitel ■ SMT Direct Marketing ■ Startek ■ Sutherland Global Services ■ Sykes ■ TCS Page 114 of 134 Gartner, Inc. | G00271753 ■ Teleperformance ■ Telerx ■ TeleTech ■ Telus International ■ Unisys ■ West ■ WNS ■ Working Solutions ■ Xerox Outsourcing Providers With Capabilities in Latin America Major providers include: ■ Aegis ■ Atento ■ Cincom Systems ■ Concentrix ■ Contax ■ Convergys ■ CSU ■ Digitex ■ Konecta ■ General Dynamics (Vangent) ■ GSS Group ■ HP ■ Sitel ■ SVI Connect (Telemarketing Concepts) ■ Sykes ■ Teleperformance ■ TeleTech Gartner, Inc. | G00271753 Page 115 of 134 ■ Televista ■ Trivit.net ■ Unisono ■ Xerox Outsourcing Providers With Capabilities in EMEA Most of these European-headquartered providers have a major presence across EMEA. They are listed by country. Vendors include: France: ■ Atos ■ Capgemini ■ CCA International ■ Teleperformance ■ Webhelp Germany: ■ arvato ■ walter services Ireland: ■ Voxpro Italy: ■ Almaviva Nordic countries and Luxembourg: ■ Transcom Netherlands: ■ Cendris Romania: ■ FSP Global South Africa: ■ BPeSA Western Cape (formerly known as Calling the Cape) Page 116 of 134 Gartner, Inc. | G00271753 ■ Dialogue Communications ■ Dimension Data ■ Mindpearl ■ Savant Spain: ■ Atento ■ Digitex ■ Konecta ■ Unisono Turkey: ■ Turkcell Global Bilgi U.K.: ■ Parseq (2Touch) ■ BT (BT Global Services) ■ Capita (Ventura) ■ Domestic & General Group (Inkfish) ■ Serco (The Listening Co.) Non-European-headquartered providers with a sizable presence in EMEA include: ■ Accenture ■ Aegis ■ Arise Virtual Solutions ■ Cincom Systems ■ Concentrix ■ Convergys ■ CSC ■ Expert Global Solutions (Asia/Pacific Customer Services) ■ General Dynamics (Vangent) ■ Harte Hanks Gartner, Inc. | G00271753 Page 117 of 134 ■ HCL Technologies ■ HP ■ iGATE (Patni Computer Systems) ■ Infosys ■ Minacs ■ Sitel ■ Sutherland Global Services ■ Sykes ■ TCS ■ Tech Mahindra Business Services Group (BSG) ■ TeleTech ■ Unisys ■ WNS ■ Xerox Outsourcing Providers With Capabilities in the Asia/Pacific Region CRM business process outsourcing providers are active in the Asia/Pacific region. Vendors include: Asia/Pacific region: ■ Aegis ■ Atos ■ Capgemini ■ Concentrix ■ Convergys ■ CSC ■ Expert Global Solutions (Asia/Pacific Customer Services) ■ Firstsource ■ Fuji Xerox ■ Harte Hanks ■ HCL Technologies Page 118 of 134 Gartner, Inc. | G00271753 ■ HGS ■ HP ■ Intelenet ■ Ison BPO ■ PT Visionet Internasional (VisioNet) ■ Salmat ■ Scicom ■ Sitel ■ Spanco ■ Sykes ■ Tata Business Support Services ■ Tech Mahindra Business Services Group (BSG) ■ Teleperformance ■ TeleTech ■ TMJ (formerly known as Telemarketing Japan) ■ Unisys ■ VADS China: ■ Beyondsoft ■ CDG ■ Wicresoft Japan: ■ Bellsystem24 ■ CSK ServiceWare ■ Moshi Moshi Hotline ■ NTT Solco ■ Prestige International ■ TMJ (formerly known as Telemarketing Japan) Gartner, Inc. | G00271753 Page 119 of 134 ■ transcosmos CRM Service Providers CRM Service Providers With Capabilities in North America The North American market for CRM solution implementation services (the combination of consulting and system integration services related to CRM initiatives) expanded to $19.3 billion in 2014, with 10% growth from $17.5 billion in 2013. The growth in this market is expected to continue through year-end 2016 with growth in the upper single numbers. The successful providers all bring multidomain competencies to these solutions, including CRM software, enterprise architectures, industry consulting, e-commerce, multichannel integration, CRM analytics, mobility, and social and cloud technologies. These providers also can address a wide range of technologies and platforms. Most of them have capabilities on one or more of the major platforms, including SAP CRM, SAP Hana CRM, Oracle Siebel, Oracle PeopleSoft, Oracle Sales Cloud, Salesforce and/or Microsoft Dynamics CRM. Virtually all incorporate a global delivery model as part of their engagement execution models. These providers support large, complex on-premises and SaaS-based CRM implementations (see "Magic Quadrant for CRM Service Providers, Worldwide"). We list the largest providers of project-based CRM services that operate in North America. Vendors include: ■ Accenture ■ Avanade ■ BT (BT Global Services) ■ Capgemini ■ CGI ■ Ciber ■ Cognizant ■ CSC ■ Deloitte ■ eVerge Group ■ EY ■ Fujitsu (Fujitsu Consulting) ■ HCL Technologies ■ Hexaware Technologies Page 120 of 134 Gartner, Inc. | G00271753 ■ Hitachi Consulting ■ HP Services ■ IBM Global Business Services ■ iGATE ■ Infogain ■ Infosys ■ ITC Infotech ■ L&T Infotech ■ NTT Data ■ Oracle (Consulting) ■ Persistent Systems ■ PwC ■ Salesforce Services ■ SAP Services ■ TCS ■ Tech Mahindra Business Services Group (BSG) ■ TeleTech ■ West Monroe Partners ■ Wipro Technologies CRM Service Providers With Capabilities in EMEA The Western European market for the CRM implementation services market was approximately more than $17 billion in 2013, significantly less than North America and with a much lower growth rate. Large, complex CRM solutions in Western Europe are driven by business-centric solutions to improve front-office operations through multiple domains of competence, including CRM software, enterprise architectures, industry consulting, CRM analytics, e-commerce, mobility, social and cloud technologies. The European market has become more focused on Salesforce CRM as the leading platform, but SAP remains more important to the consultants and system integrators than in other regions. These providers support large, complex on-premises and SaaS-based CRM implementations, and most have capabilities on one or more of the major platforms, including SAP CRM, SAP Hana CRM, Oracle Siebel, Oracle PeopleSoft, Oracle Sales Cloud, Salesforce and/or Microsoft Dynamics CRM. Gartner, Inc. | G00271753 Page 121 of 134 We list the largest providers of project-based services that operate across multiple EMEA countries to support pan-European projects. Vendors include: ■ Accenture ■ Atos ■ Avanade ■ BearingPoint ■ BT (BT Global Services) ■ Business & Decision ■ Capgemini ■ CGI ■ Ciber ■ Cognizant ■ CSC ■ Deloitte ■ EY ■ Fujitsu Consulting ■ HCL Technologies ■ HP Services ■ IBM Global Business Services ■ iGATE ■ Infosys ■ NTT Data ■ Oracle (Consulting) ■ Ordina ■ PA Consulting ■ Reply ■ Salesforce Services ■ SAP Services Page 122 of 134 Gartner, Inc. | G00271753 ■ Sopra Steria ■ Tech Mahindra Business Services Group (BSG) ■ TCS ■ Tieto ■ T-Systems ■ Wipro Technologies CRM Service Providers With Capabilities in Asia/Pacific Region and Japan The Asia/Pacific and Japan market for CRM services is forecast to reach $5 billion in 2015, which is significantly less than North America and Western Europe, but with a higher growth rate. In recent years, business buyers have gradually become more influential in driving CRM solutions. Business users are looking for solutions to solve their business issues, as well as alternative delivery and contracting options that can provide them with more flexibility and faster ROI. As a result, organizations are gradually moving from on-premises to cloud-based CRM solutions (including public, private, managed cloud or hybrid), because of the perceived benefits of lower initial setup costs and flexibility, and, most important of all, CRM is considered as less mission-critical. There has been rising interest and uptake of Salesforce and Microsoft CRM solutions in Asia/Pacific and Japan (APJ), and, in fact, Salesforce ranks No. 2 in Gartner's 2013 CRM software market share database in the region. However, at present, Oracle and SAP remain more important to the consultants and system integrators because organizations are taking CRM in a more holistic approach and require external help in enterprise architectures, industry consulting, e-commerce, multichannel integration, CRM analytics, mobility, and social and cloud technologies. Most providers have capabilities on one or more of the major platforms, including SAP CRM, Oracle (Siebel, PeopleSoft), Salesforce or Microsoft Dynamics CRM. Vendors include: ■ ABeam Consulting ■ Accenture ■ Agtiv Consulting ■ Asterisk Computer ■ Atos ■ Avanade ■ Capgemini ■ Cognizant ■ CSC Gartner, Inc. | G00271753 Page 123 of 134 ■ Deloitte ■ Fujitsu ■ HCL Technologies ■ Hitachi ■ HP Enterprise Services ■ IBM Global Business Services ■ Ignify ■ iMatriz Solutions ■ Infosys ■ IT Holdings ■ Itochu Techno-Solutions ■ Tech Mahindra Business Services Group (BSG) ■ Microsoft ■ NEC ■ Nihon Unisys ■ Nomura Research Institute ■ NS Solutions ■ NTT Data ■ OBS ■ Oracle (Consulting) ■ Pactera ■ PwC ■ Samsung SDS ■ SAP Services ■ SMS Management & Technology ■ TCS ■ Tectura ■ transcosmos ■ Wipro Technologies Page 124 of 134 Gartner, Inc. | G00271753 CRM Service Providers for SaaS Implementations Organizations continue to adopt SaaS solutions and related IT services. For CRM applications, spending on SaaS is growing at three times the rate of on-premises CRM application spend. Parallel adoption of consulting and solution implementation (CSI) services for SaaS is also accelerating, especially in CRM, where more than 50% of new deployments are SaaS-based solutions. This growth presents an opportunity for providers to enter or expand their presence in this marketplace. The configuration and deployment of SaaS CRM solutions are often done as a stand-alone implementation. However, these solutions are deployed more frequently as part of a front-office transformation and must integrate with many applications and data sources. This often represents a business process change as much as a technology change, and typically requires the use of a CRM service provider to design, integrate, deploy and support the change management requirements. First, we list traditional system integrators that address all major SaaS platforms. This is followed by lists of smaller SaaS specialists that are separated into Salesforce-centric providers and Microsoft Dynamics CRM providers. For more information on the market for Salesforce CRM services, see "Reduce Risk and Increase Speed Using Gartner's Guide for Salesforce.com Implementation Partners." Global and traditional system integrators with Salesforce focus include: ■ Accenture ■ BearingPoint ■ Business & Decision ■ Capgemini ■ CGI ■ Cognizant ■ CSC ■ Deloitte ■ Fujitsu Consulting ■ HCL Technologies ■ IBM Global Services ■ iGATE ■ Infosys ■ NTT Data ■ TCS Gartner, Inc. | G00271753 Page 125 of 134 ■ Tech Mahindra Business Services Group (BSG) ■ Wipro Technologies Salesforce specialist providers are listed by geography of coverage and include: Specialists with global coverage (North America, Europe, Asia): ■ Appirio ■ Bluewolf ■ Ciber ■ Cloud Sherpas North America Salesforce providers: ■ Acumen Consulting ■ Aptaria ■ Astadia ■ Bodhtree ■ Cinovate ■ Cloudware Connections ■ Etherios ■ Force by Design ■ Idealist Consulting ■ Ledgeview Partners ■ Perficient ■ Persistent Systems ■ Rainmaker ■ Riptide Software ■ SDG ■ Sererra ■ Shift CRM ■ Silverline ■ Slalom Consulting Page 126 of 134 Gartner, Inc. | G00271753 ■ Solient Consulting ■ Sonoma Partners ■ Virsys12 ■ West Monroe Partners U.K. Salesforce service providers: ■ CloudSense ■ Tquila Western European Salesforce service providers: ■ ABSI ■ Fluido ■ H+W Consult ■ ITBconsult ■ Kerensen Consulting ■ Nefos ■ Nubalia Australia Salesforce service providers: ■ Customer Experience Consulting ■ ProQuest Consulting Microsoft Dynamics CRM specialist providers (listed by country/region) include: Microsoft Dynamics CRM global and traditional system integrators: ■ AlfaPeople ■ Avanade ■ Business & Decision ■ Capgemini ■ Ciber ■ Cognizant ■ Columbus Global Gartner, Inc. | G00271753 Page 127 of 134 ■ CSC ■ Delaware Consulting ■ Fujitsu Consulting ■ HCL Technologies ■ Hitachi Consulting ■ HP ■ iGATE ■ incadea ■ Indra ■ Infosys ■ ITC Infotech ■ L&T Infotech ■ McGladrey ■ Ness Technologies ■ NTT Data ■ PwC ■ TCS ■ Tech Mahindra Business Services Group (BSG) ■ Tectura ■ xRM1 North America Microsoft Dynamics CRM service providers: ■ 360 Visibility ■ AbleBridge ■ Adxstudio ■ Avtex ■ Axonom ■ Catapult Systems ■ Edgewater Fullscope ■ Green Beacon Solutions Page 128 of 134 Gartner, Inc. | G00271753 ■ Ignify ■ Infinity Information Systems ■ InterDyn BMI ■ mcaConnect ■ Pariveda Solutions ■ Perficient ■ PowerObjects ■ Protech Associates ■ Slalom Consulting ■ Socius ■ Sonoma Partners ■ Tribridge ■ Webfortis ■ Zero2Ten U.K. and Ireland Microsoft Dynamics CRM service providers: ■ Cloud9 Insight ■ Codec-dss ■ Pythagoras Communications ■ TouchstoneCRM ■ Version 1 Western Europe Microsoft Dynamics CRM service providers: ■ Accentis ■ CRM Partners ■ CRM Resultants ■ FWI Information Technology ■ Ibermatica ■ Infoavan Soluciones ■ Infront Gartner, Inc. | G00271753 Page 129 of 134 ■ k.section business solutions ■ MakeSoft Technologies ■ NTTAGIC ■ Orbis Software ■ QS Solutions ■ Reply ■ RealDolmen (Traviata) ■ The Prodware Group Nordic Microsoft Dynamics CRM service providers: ■ Acando ■ Cinteros ■ Mepco Oy ■ Netcompany ■ Norvestor (Inmeta Crayon) Eastern Europe, Middle East and Africa Microsoft Dynamics CRM service providers: ■ ATP Ticari Bilgisayar ■ AutoCont ■ crmAkademi ■ Dot.Cy Developments ■ Eyron Software Group ■ Guardian Information Systems ■ Korus Consulting ■ Link Development ■ MalamTeam ■ Mint Management Technologies ■ Netwise ■ Norbit ■ VeriPark Page 130 of 134 Gartner, Inc. | G00271753 CRM Suites for Small or Midsize Businesses (SMBs) CRM Suites for SMBs More than 20 vendors serve SMBs with an average of fewer than 50 seats, including: ■ 24SevenOffice ■ Act-On ■ Apptivo ■ amoCRM ■ Averiware ■ Batchbook ■ Bitrix24 ■ CampaignerCRM ■ Capsule CRM ■ Clevertim ■ ContactMe ■ Contactually ■ Epicor Software ■ FreeCRM.com ■ FrontRange Solutions (GoldMine) ■ Highrise CRM ■ icomplete.com ■ Infusionsoft ■ Insightly ■ Interaction ■ InTouch CRM ■ Maximizer Software ■ Meltwater (JitterJam) ■ MySky crm ■ NetSuite Gartner, Inc. | G00271753 Page 131 of 134 ■ Nimble ■ Norada (Solve CRM) ■ Nutshell ■ PicaPica ■ PipelineDeals ■ PipelinerCRM ■ Really Simple Systems ■ Sage CRM ■ Salesboom ■ Salesnet ■ Seren ■ Software AG (AgileApps Live, formerly LongJump) ■ SprintCRM ■ Streak ■ SugarCRM ■ SuperOffice ■ Swiftpage (Act) ■ Tactile CRM ■ Trivaeo ■ Vtiger ■ webCRM ■ Workbooks.com ■ X2Engine ■ Zendesk ■ Zoho Gartner Recommended Reading Some documents may not be available as part of your current Gartner subscription. "Predicts 2015: CRM Sales" Page 132 of 134 Gartner, Inc. | G00271753 "Predicts 2015: Customer Relationship Management" "Toolkit: The Gartner CRM Maturity Model" "Market Trends: CRM Digital Initiatives Focus on Sales, Marketing, Support and E-Commerce" "Toolkit: CRM Industry Heat Map" Gartner, Inc. | G00271753 Page 133 of 134 GARTNER HEADQUARTERS Corporate Headquarters 56 Top Gallant Road Stamford, CT 06902-7700 USA +1 203 964 0096 Regional Headquarters AUSTRALIA BRAZIL JAPAN UNITED KINGDOM For a complete list of worldwide locations, visit http://www.gartner.com/technology/about.jsp © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner’s research organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner’s Board of Directors may include senior managers of these firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information on the independence and integrity of Gartner research, see “Guiding Principles on Independence and Objectivity.” Page 134 of 134 Gartner, Inc. | G00271753

The Gartner CRM Vendor Guide, 2015

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