Gartner Research

CRM Vendor Landscape: Multichannel Customer Analytics Is a Critical CRM Capability

Published: 27 March 2013

ID: G00231863

Analyst(s): Miriam Burt, Robert Hetu

Summary

When selecting a new CRM solution, retailers should balance the benefits of a broad solution that provides all critical capabilities with best-of-breed customer analytics solutions for personalization.

Table Of Contents

Analysis

  • Introduction
  • Inclusion Criteria
  • The Five CRM Processes
    • Key Finding No. 1: CRM Vendors With the Greatest Breadth of Capabilities Are Not Necessarily the Most Advanced Within Individual Processes
    • Key Finding No. 2: Customer Analytics Are a Stumbling Block for Some Traditional CRM Vendors, While Some Robust Analytics Vendors Lack Core CRM Capabilities
    • Key Finding No. 3: Vendors That Offer Substantially Complete Solutions for a Given Process Area May Still Be Missing the Critical Capabilities Required to Support Customer Service in Certain Industry Segments
    • In-Store CRM
    • Real-Time Offers
    • Recommended Reading
    • Methodology

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