Nucleus Research released the 2020 CRM Technology Value Matrix, its assessment of the Customer Relationship Management (CRM) market. For the report, Nucleus evaluated CRM vendors based on their products’ usability, functionality and overall value.
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While other firms’ market reports position vendors based on analyst opinions, the Nucleus Value Matrix segments competitors based on usability, functionality and the value that customers realized from each product’s capabilities, measured with Nucleus’ rigorous ROI methodologies.
Nucleus named Creatio, Infor CloudSuite CRM, Microsoft Dynamics 365, Oracle CX Cloud and Salesforce as CRM leaders.
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As one of the most mature and competitive business application spaces, CRM vendors must differentiate themselves in order to better help their customers deliver satisfying and personalized experiences that build loyalty and drive revenue. Leading CRM vendors have been quick to employ cutting edge technologies, such as optimized AI tools and omnichannel capabilities. eUnified customer experience (CX) has also gained momentum with small to mid-sized vendors taking steps to integrate marketing and customer service functionality with traditional sales automation and Salesforce management tools.
“As CRM vendors look to differentiate from their competition, creating and delivering the right experience for each customer at the optimal time is critical,” says Ian Campbell, CEO of Nucleus Research. “To do this, vendors must be able to gather and analyze as much relevant customer data as possible.”
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