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The CRM Outlook: Maturing To The Next Level Product Image

The CRM Outlook: Maturing To The Next Level

  • Published: May 2003
  • 206 pages
  • Scripp Business Insights

CRM has reached a new stage of development making it more strategic and less of a buzzword in the corporate market.’ The CRM Outlook: Maturing to the next level considers the current hot issues surrounding contact center infrastructure, web communications, sales force automation, service and marketing applications, partner relationship management and analytics. The report reveals the main features of CRM software and identifies the traditional and new players in CRM providing comprehensive analysis into why so many CRM initiatives fail. Benefit from expert guidance into what you need to do before embarking or expanding to a full CRM initiative with implementation and best practice guidelines. Furthermore, fully understand why CRM is not just a technology project - as many organizations are finding to their cost.

<P>The CRM Outlook - Maturing to the next level</P>
<P>Executive Summary 10
Market position & overview 10
Technology directions 10
Market directions 11
Web analytics and CRM 12
Implementation & best practice guidelines 12
Selected product & vendor analysis 13</P>
<P>Chapter 1 Market Position & Overview 16</P>
<P>Summary 16
Introduction 16
Market starting to mature 17
Slow growth expected until 2004 19</P>
<P>Chapter 2 Technology Directions 22</P>
<P>Summary 22
Introduction 22
The 'disconnected' call center 23
Still an important channel 24
More than a technology fix 25
Conclusions 27
From call centers to CRM 28
Call centers software past, present and future 29
Process-based software 30
Process considerations 33
Background noise 34
Faring well 35
Pegasystems 35
Chordiant Software 35
E.piphany 36
Kana 36
Onyx 36
Siebel Systems 37
Vendor backgrounds 38
Pegasystems 38
Graham Technology 39
Chordiant Software 40
Unraveling eCRM 40
The two key eCRM elements 41
Why do eCRM? 42
Is the web more than another channel? 43
Proposed architecture for eCRM 44
Two common pitfalls 46
Applying CRM principles to suppliers 47
Collaborative commerce 50
Supply chain management providers 53
eProcurement and sourcing providers 54
Enterprise software providers 55
SAP 56
Other SRM providers 56
Market infancy 58
The core components of SRM 58</P>
<P>Chapter 3 Market Directions 62</P>
<P>Summary 62
Introduction 63
A new PeopleSoft? 63
CRM 65
EPM 67
ESA 67
PeopleSoft EP 68
Towards the future 69
Conclusions 70
Mid-market CRM software vendors 72
Market drivers 73
Mid enterprise 73
Mid-market 74
Small to medium 76
Changing the rules 77
Distribution channels 77
Verticalization 78
Microsoft's mid-market moves 79
Overcoming the CRM backlash 83
Floundering relations 84
Blinkered outlook 85
CRM second wave 86
Integration focus 88
ERP heritage 89
Piecemeal approach 90</P>
<P>Chapter 4 Web Analytics and CRM 94</P>
<P>Summary 94
Introduction 94
Key players 97
Market consolidation 97
Possible acquirers 99
Potential targets 104
Buystream 105
comScore Networks 105
Coremetrics 106
Elytics 106
KeyLime Software 106
Plurimus 107
NetAcumen 107
Sane Solutions 107
TeaLeaf Technology 108
Vividence 108
WebCriteria 108
WebSideStory 108
WhiteCross 109
Market observations & predictions 109</P>
<P>Chapter 5 Implementation & Best Practice</P>
<P>Guidelines 112
Summary 112
Introduction 112
Examples from financial services 113
Root problem 113
Profitability - a fresh perspective 114
Implementation guidelines 115
ROI lessons 117
ROI methodology 118
Conclusions 119
Customer perspectives on CRM and portals 120
BBC - an internal ‘knowledge portal’ 120
BOC - an ‘outwardly facing’ portal 122
Extract, transform and load (ETL) tools 123
Data mapping and cleaning 124
ETL database functionality 125
Scalability required 126
Shaping the future 128</P>
<P>Chapter 6 Selected Product & Vendor</P>
<P>Analysis 130
Summary 130
AIT Group/Portrait 130
Products 131
CRM Hub 132
Process Engine 133
Workflow 133
Channel Enablers 134
Conversation Modeling 134
CRM Database 134
Data Mart 135
Configuration Suite 135
Platforms 137
CRM Database 137
CRM hub 137
Client 137
Communications 137
Pricing 137
Opinion 137
Strengths 142
Weaknesses 142
Conclusions 143
Graham Technology/GT-X7 144
Products 145
Architecture 145
Presentation layer 147
Business Process Engine 147
Enterprise Integration Services 148
Toolbox 149
Platforms 150
Clients: 150
Mid tiers: 151
Database: 151
Pricing 151
Opinion 151
Strengths 156
Weaknesses 156
Conclusions 157
Onyx Software/Onyx Enterprise 159
Products 160
Onyx eBusiness engine 162
Onyx Customer Center 163
Platforms 165
Pricing 165
Opinion 166
Strengths 169
Weaknesses 170
Conclusions 170
Oracle CRM 171
Products 172
Architecture 172
Platforms 180
Pricing 181
Opinion 181
Conclusion 186
Pegasystems CRM 187
Products 188
Platforms 196
Pricing 196
Opinion 197
Conclusion 201
Appendix 203
Glossary 203
Index 204</P>
<P>List of Tables</P>
<P>Table 3.1: Top 10 causes of CRM failure 91
Table 6.2: Graham Technology contact details 159
Table 6.3: Oracle Corporation contact details 187
Table 6.4: Pegasystems Inc contact details 201</P>
<P>
List of Figures</P>
<P>Figure 1.1: License revenue of the top eight enterprise applications 17
Figure 2.2: IT architecture of an eCRM system 45
Figure 2.3: The SRM spectrum 48
Figure 2.4: Process management 52
Figure 2.5: ERP and SRM models 57
Figure 6.6: Graham Technology's GT-X architecture 146</P>

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