The Elusive CRM Magic Quadrant Gartner（难以捉摸的CRM Gartner魔力象限）.pdf

The Elusive CRM Magic Quadrant Published: 3 April 2015 Analyst(s): Ed Thompson Gartner does not provide one, all-inclusive CRM Magic Quadrant for analyzing application providers in this space. This research explains our approach, and points out how IT application leaders supporting CRM should use the many different, detailed Magic Quadrants relevant to CRM. Key Findings ■ CRM is a business strategy that can be supported by many different CRM technologies. ■ Gartner used to have a CRM suite Magic Quadrant to cover application suites with the broadest set of functionality; today, only two vendors would be on that Magic Quadrant if it still existed. From Gartners experience, no transformational CRM initiative succeeds using only one CRM application. ■ CRM has evolved to the point where multiple solutions are required to effect cross- departmental transformational changes in the organization — something that only 20% of the CRM projects started in 2014 were aiming to achieve. ■ Gartner categorizes CRM applications into more than 100 types; no vendor offers functionality in more than 75% of these types. Recommendations ■ Focus on the business strategy and business requirements irst before selecting CRM technologies. ■ Do not dogmatically select a single CRM vendor and then struggle to improvise with the vendor to satisfy business needs or worse redeine the strategy to accommodate the vendor. ■ Do not select vendors solely because they are Leaders in a Magic Quadrant. Often, the most suitable solution is from a Challenger, Visionary or Niche Provider. ■ Use all 17 of Gartners Magic Quadrants covering the multiple CRM categories to get a complete landscape view of CRM; however, focus on one or two that provide the most