Customer Relationship Management

The Latest

18 March 2021: Zoho is a privately held, Indian, Cloud-based CRM vendor that has grown rapidly internationally. It has just turned 25 years old. While it’s CRM suite is not as sophisticated as that of SalesForce, it is supported by a suite of low-code development tools and marketing-oriented modules for small to mid-sized business.

zoho timeline

Why it’s Important

IBRS has noted that many Australian organisations - in particular the public sector - are only short-listing Salesforce and Dynamics for modern CRM. This is often due to the research into available CRMs being exclusively limited to vendors in leading positions on US-focused market research papers, or advice from consultancies that only refer to such public materials.

To ensure the best suite at the best cost-point is selected, IBRS strongly recommends that the following be considered during the shortlisting process: 

  1.  Be sure to explore niche CRM products, as some of these may have a better fit or specific industry sector focus that can deliver benefits more quickly and at significantly lower costs than the leading products. Just because a solution as complex as a CRM is leading the market, does not mean it is necessarily the best for your organisation.
  2. When reading international reports, keep in mind that North America and Europe have different technology market ecosystems to Australia. In particular, skills availability (and therefore costs) differ. Be sure to factor in local issues.
  3. Carefully consider your starting point. How complex is your software environment? Factor your organisation’s networking infrastructure and the integration requirements both immediate and longer term.
  4. Leverage the channel capabilities and skills of local implementation partners. Implementation partners play a significantly greater role in a CRM’s successful implementation than the product itself. It is therefore vital that buyers not only consider the product in question, but also the available partners. 

The ultimate impact of limiting modern CRM (and related digital services) to the major vendors is that organisations may find themselves paying for far more than they need in a system, while also introducing more complexity into business operations than is necessary. 

IBRS is not suggesting that Zoho (or any of the other niche CRMs from the myriad available) is right for your organisation. Salesforce and Dynamics are exceptional products. However, many organisations do not need exceptional: they simply need more than good enough for their current and future needs, and they need it quickly and at the right cost point.

Who’s Impacted

  • CIO
  • Digital platform leads
  • Procurement teams
  • Business units executives

What’s Next?

Shortlists are critical for keeping procurement agile and within scope. However, do not short-change the shortlisting process by relying on generic reports that do not factor in:

  • specific industry needs
  • the Australian context
  • local channels and skills 

Related IBRS Advisory

  1. Trends for 2021-2026: No New Normal and Preparing For the Fourth-wave of ICT
  2. VENDORiQ: Salesforce Introduces Hyperforce
  3. Salesforce vs Dynamics
  4. CRM Modernisation Part 5: Microsoft Dynamics vs Salesforce Total Cost of Service
  5. IBRSiQ: Can IBRS Review Our Dynamics365 (D365) Licensing Calculations?

 

The Latest

27 January 2020: Sitecore, which offers a web content management and online customer experience platform, announced a US$1.2 billion investment plan to grow its global footprint. 

Why it’s Important

In the market for online customer experience, Sitecore is the key rival to Adobe. While Sitecore does not provide the breadth of digital design services that Adobe offers, its web content and digital marketing capabilities are competitive. This US$1.2 billion investment plan signals Sitecore’s desire to take advantage of the increased demand for digital service delivery in the wake of the pandemic. 

Sitecore’s offering is price-competitive against Adobe, though still at the high-end of the market. However, it does need to boost its support network and partners if it wishes to encroach on Adobe, while also defending against mid-tier players and modern CRMs such as Salesforce and Netsuite ecommerce and customer service offerings. 

Who’s impacted

  • CMO
  • Sales / Marketing teams

What’s Next?

While Sitecore is well-known in Australia and the Asia Pacific / Japan region, strengthening its implementation partners and support network will go a long way to positioning it against Adobe. IBRS has noted that some Australian Sitecore clients have expressed frustration with the availability of local Sitecore skills and sought US-based contractors to fill the gaps. Investment in building an international footprint may help alleviate local skills shortages.

Related IBRS Advisory

  1. CRM modernisation Part 1: Strategy, planning & selection
  2. CRM modernisation Part 2B: Creating a customer experience strategy
  3. Positive customer experiences must lead digital transformation

The Latest 

19 January 2021: Salesforce has added a customer loyalty management module to its Customer 365 Platform. The new module allows organisations to define and deploy programs for incentives and rewards, linked to customer data held within the core Salesforce and customer experience platform.

Why it’s Important

During the pandemic and related lockdowns, digital service delivery has surged. More significantly, as consumers adopted more online service delivery, they also tried out new brands. McKinsey estimates that 80% of US consumers stuck with their new channels, with digital customer loyalty programs being a significant force in this trend.  

Who’s impacted

  • CMO
  • Sales executives
  • E-commerce teams

What’s Next?

While data for Australian consumers' adoption of digital channels and digital loyalty programs is not readily available, anecdotal evidence from discussions with IBRS clients and from well established online retailers such as Kogan and Woolworths, suggests Australia has also seen a similar pattern to that of North America, though perhaps not as pronounced.  

Loyalty programs will likely become a key differentiating factor for brands to maintain repeat business as more (niche) Australian retailers take up digital channels to meet their client demands. Organisations should begin to explore how digital loyalty programs can:

  • drive repeat and regular online engagement 
  • build brand awareness and affiliation, and 
  • increase life-time-value measures.

Related IBRS Advisory

  1. CRM modernisation Part 1: Strategy, planning & selection
  2. CRM modernisation Part 2B: Creating a customer experience strategy
  3. Positive customer experiences must lead digital transformation