Investing in CRM

Artist Will Cotton www.willcotton.com
Artist Will Cotton www.willcotton.com

An investment in CRM in 2009 may seem fraught with peril.

Companies need the functionality CRM tools provide in order to nurture their own valuable customer relationships, but the decision of which vendor to choose is no longer just about the application. Whether the vendor will be around in 2010 is also a pressing question.

This year, companies seeking to invest further — or for the first time — in a CRM software system will find not only a wide array of vendors, but also a large selection of computing platforms.

Buyers can find the range of choices difficult to navigate, Jeff Kaplan, principal with ThinkStrategies, told CRM Buyer. “Companies are having a hard time choosing from among the various players — there is no question that the growth of the marketplace and proliferation of players does add a level of complexity to the selection process.”

Now, the state of the economy adds an additional factor for companies already confused about their options, he said. “I am seeing firms select a vendor not necessarily because it has the best solution, but because it is best positioned to survive these times. In other words, companies are trying to make strategic long-term decisions based on vendor viability, as well as based on solution functionality.”

Source: CRM Buyer

Artist Will Cotton www.willcotton.com
Artist Will Cotton www.willcotton.com
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