Customer Relationship Management

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This research includes findings from: * 300 survey completes * 6 attendees CIO focus group * 9 CIO primary research interviews *

Customer relationship management is a critical tool for modern business, touching every part of the customer journey and holding reams of valuable and sensitive data. A CRM platform is increasingly perceived as core to business activities and a growth enabler, as well as a tool to uncover new opportunities.

This report examines the modern market for CRM, where vendors and solutions are moving towards a cloud- and mobile-focused approach. Many already have a cloud presence, and some, like Salesforce, are now pure cloud. At the same time, CRM tools are slowly merging with enterprise resource planning (ERP) solutions; only nine per cent of IT leaders expect them to remain totally separate platforms.

CRM consists of many vendors. Although Microsoft and Salesforce dominate the market, there are many smaller players with offerings that may be particularly well-suited to specific use-cases – and this report examines both major vendors and more niche firms.

This report covers the following areas:

  • How modern businesses use CRM, including the shrinking involvement of IT.
  • The most important factors and features to consider when choosing a CRM tool, and how each vendor scores in these areas. Compare the RoI of Microsoft to Salesforce, or how easy SugarCRM is to integrate versus Oracle.
  • Deep dives on the major players in the UK market, from international firms to niche vendors – not based on marketing spend, but on actual feedback from UK IT leaders.

 

Table of contents

CRM Vendor Ratings

  • Interacting with charts
  • Methodology
  • CRM Vendors
  • CRM Solutions

Executive Summary

  • Methodology

The CRM Marketplace

  • General trends in CRM
    • Consolidation of CRM and ERP
    • SaaS replacing on-prem
    • Multi-vendor strategies
  • Modern CRM
  • Factors in choosing a vendor or solution
  • Vendor awareness
  • Leading vendors
  • Falling vendors
  • What makes a brand a leader?
  • Vendor rankings
    • Appendix

Microsoft Dynamics

  • Company background
  • Pricing
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

Salesforce

  • Company background
  • Pricing
  • Resellers
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

SAP

  • Company background
  • Pricing
  • Resellers
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

Oracle PeopleSoft/CRM On Demand

  • Company background
  • Oracle CRM On Demand
  • Oracle PeopleSoft
  • Oracle NetSuite
  • Pricing
  • CRM On Demand
  • PeopleSoft
  • Resellers
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

ServiceNow

  • Company background
  • Pricing
  • Resellers
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

SugarCRM

  • Company background
  • Pricing
  • Resellers
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

Hubspot

  • Company background
  • Pricing
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

Zendesk

  • Company background
  • Zendesk Sunshine
  • Zendesk Suite
  • Pricing
  • Resellers
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

Zoho

  • Company background
  • Pricing
  • Resellers
  • Adoption
  • Positive sentiment
  • Negative sentiment
  • Negotiation
  • In the news
  • Summary
  • Appendix

Conclusions

Avoid making costly errors (when making IT investment and implementation decisions)

UK and European research, not USA focused or vendor biased

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