The State of Customer Data Integration 2012
Top Areas of Customer-Facing Systems Investment and Integration
SFA
The State of Customer
Data Integration 2012
CRM
BI
MA
ERP
Social
CRM
Collaboration
tools
SaaS
Cloud
based
systems
Mobile
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Table of Contents
Foreword
Executive Summary
Major Findings
The State of Customer-Facing Systems Integration
CRM Data Integration Investment and ROI
Business Priorities
Customer Data Integration Trends
Survey Participant Demographics
About Scribe Software, Resources from Scribe
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The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Letter from Lou Guercia
Dear Fellow Business and IT Leaders,
I am excited to bring to you to the first annual “The State of Customer Data Integration In 2012” report. Scribe reached out to business leaders, partners and end users from around the globe to get their take on what it takes to build a connected enterprise, one that is fully equipped to service their customers in 2012. This report reflects their insights, priorities, and needs.
There is no doubt that customer relationship management is evolving. Today, customers expect businesses not only to service them through multiple mobile and social channels but also to provide them with a more personal connection. There is a proliferation of devices and an explosion of data coming from multiple sources, increasingly in real time. And although CRM systems have claimed their rightful place as the main customer data hub, these customer systems need help from other critical business systems to get the job done well and successfully.
In a world where customers have instant access to a wealth of information about products and services as well as high expectations for their interactions with companies, we must find smarter ways to connect and manage customer data. It is no longer acceptable to provide a partial picture to customer facing employees. Data integration has transformed from a luxury to a necessity. How well your company integrates its data will be the difference between sales success and failure, customer retention and loss. Properly executed, integration is a critical component of any successful customer-centric business – an essential asset. For the last 15 years, Scribe has worked to empower partners, systems integrators and businesses to connect the enterprise with its customer data. As business becomes more complex, the role of the partner to help the enterprise succeed is more pronounced today than ever. Not only are enterprises connecting systems and data, the ecosystem around CRM and customer systems is becoming more integrated. We at Scribe cannot be more excited to be part of such a vibrant and growing community of vendors, partners, and customers. Thank you to those of you who shared your insights for this report. I look forward to your reactions, comments, and suggestions.
Lou Guercia
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Survey Respondent Role
Foreword
Scribe connected with close to 300 technical professionals and business leaders as well as third-party systems integrators, VARs and partners from a cross-section of industries, company sizes and sophistication of customer-facing systems integration. We heard from a variety of roles in these organizations: C-level executives sponsoring the project; the business analysts and IT engineers who manage and support the data integration function within their organizations; and systems integrators and consultants who design and implement data integration for their enterprise clients.
Deployment of Customer-Facing Systems
Migration to the Cloud
CRM is the centerpiece of customer-facing enterprise systems, followed by Business Intelligence (BI) and Sales Force Automation (SFA) applications. Surprisingly, investment in Social CRM precedes Marketing Automation and Customer Services applications. The reported under-deployment of Marketing Automation and Customer Service systems is likely due to these functions increasingly being included as part of the CRM systems.
Our respondents indicate they are increasingly using hybrid system environments, with 51% of businesses reporting using a combination of on-premise and cloud-based systems. Third-party systems integrators and consultants have also embraced the cloud, reporting that between 65-69% of their integration projects involve hybrid solutions. Eleven percent (11%) of the business respondents report operating within cloud-only environments.
Third-Party Systems Integrators & Consultants Business Respondents n=278 n=159 0 20 40 60 80 100 Customer Service Markeng Automaon Social CRM
Sales Force Automaon Business Intelligence CRM 100% 72% 56% 46% 30% 27% 43% 57%
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Executive Summary
Key Learnings
Results from Scribe’s “The State of Customer Data Integration in 2012” survey, based on over 300 responses from businesses and channel partners, show that when customer data integration is done right, it can help companies solve operational challenges with sales, marketing and customer service.
Despite all the talk about integration, businesses still have a long way to go to implement Customer Relationship Management (CRM) integration in a meaningful way. There is no doubt companies are facing confusing choices – about what customer systems to use, what these systems can and cannot do, and where and how to integrate them together. Although CRM systems are quoted as the de facto customer data hubs, getting increasingly more integrated with other applications, CRM systems, for the most part, are still standing alone. This is particularly true for cloud-only businesses.
While almost all businesses aspire to sell more and service better, increased investment in CRM and other customer systems does not translate to increased organizational efficiency. Many businesses lack a solid framework for planning and implementing CRM and other systems integrations that would be most beneficial to their business and have the greatest operational impact. As a result, many CRM systems remain an island in the business. Integration should be considered a key part of any CRM or customer facing system initiative to get maximum operational benefit and return on investment.
As they begin to realize tangible benefits, companies point to customer data integration as a key way to make the most out of their planned systems investments. Top benefits include better visibility into sales pipelines and better information about their customers. More importantly, companies that integrate their customer data see increased adoption and satisfaction with their CRM systems. Investments in customer data integration, therefore, lead to wide-ranging enterprise gains that include better return on CRM system investments. The importance of collaborating with third-party vendors and consultants cannot be
understated – systems integrators have the breadth and depth of integration experience that can benefit many internal IT departments, who do not have the time nor resources to build themselves. The survey data reveals that businesses using third-party vendors and consultants see more benefits, less risk, and greater cost savings than those that tackle integration projects without an outside partner.
One thought in closing - even small steps in integration, targeted at the right spots, can bring immense value to the enterprise. And businesses don’t have to go the road alone – they are well advised to use the help of a partner. In this case, it’s money well spent.
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Major Findings
Here are the major findings from the State of Customer Data Integration survey conducted by Scribe Software in February 2012:
The State of Customer-Facing Systems Integration
Overall integration: Only 15% of the businesses surveyed for this report indicate full
integration among their various customer-facing systems. 50% report partial integration, with 35% beginning their customer data integration journey. Third-party system integrators give their business customers higher integration marks: 26% report their customers are achieving full integration, with 62% reporting partial integration.
Cloud less integrated than on-premise: 33% of businesses operating within cloud-only environments report their systems are not integrated compared to 9% for those who operate fully on-premise.
CRM integration: 21% of businesses report CRM being fully integrated with Sales Force Automation (SFA) systems, and 18% CRM and Marketing Automation (MA). Third-party system integrators report higher between-system integration for their clients, reporting full integration between CRM and SFA systems for 36% of business, CRM and MA systems for 29%.
Where CRM integration matters: Businesses rate full integration between CRM and Customer Service Support (CSS) applications as top priority (68%), followed by CRM and Business Intelligence (BI) systems (66%), CRM and SFA applications (60%), and CRM and MA applications (60%).
Siloed systems: Businesses report that only 11% of their CRM systems are fully integrated with BI applications. Integration between CRM and Mobile is in place for only 8%, followed by CRM and Social for 6%.
CRM Data Integration Investment & ROI
Why CRM data integration is important: Integrated CRM data equals better accuracy and consistency of customer information for 63% and 61% of business and third party respondents, respectively, followed by reduced time for accessing multiple systems for 44% of them, and achieving a holistic view of the customers for 41%.
The ROI of CRM data integration: 70% of businesses lack a formal process for evaluating CRM data integration investments, compared to 51% of businesses serviced by third-party consultants who have instituted ways to measure return. Businesses with formal evaluation processes in place report increased ability to view all customer information (31%), followed by CRM system satisfaction at 28% and CRM system adoption at 18%.
Planned investment in customer-facing systems: 40% of businesses report increased
investment in customer-facing systems, while 84% of systems integrators expect their clients to spend more in that area.
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Major Findings (cont.)
Business Priorities
Satisfaction with integration: Only 4% of businesses say they are very satisfied, while 32% report they are not satisfied with their integration levels. Without formal ways of planning around system integration and assessing its value, businesses are left wanting more from their systems.
Customer service issues on the rise: 32% of businesses expect customer service issues to increase in 2012, compared to 56% of systems integrators. It is important to note that 40% of business respondents did not feel equipped to answer this question. Given that 57% represent IT professionals, these respondents likely don’t have the visibility that third-party systems integrators have into areas of customer service friction.
Lines of business effectiveness: The majority of business respondents rate the effectiveness of their business colleagues as high. Sales teams earned the highest marks - rated as highly effective or effective by 74% of respondents, followed by Customer Service teams at 68%, and Marketing teams at 63%. Business Analytics teams ranks fourth at 54%.
Business priorities in 2012: Increased sales is the top business priority for the enterprise in 2012, as reported by 68% of businesses. Next come increased customer satisfaction (55%),
increased revenue per customer (45%) and increased leads (39%).
Customer Data Integration Trends
Integration approaches: 59% of businesses develop their own custom code, while 45% use third-party integration software products. 38% of businesses still use manual data entry to transfer customer data from one system to another – pointing to inefficiencies and data quality issues still plaguing the enterprise.
Integration go-getters: 86% of businesses rely on their IT organization, while 35% tap into outside systems integrators or consultants.
Top selection criteria for data integration software: When selecting third-party data integration software, businesses consider ease of use, costs and specific integration capabilities for the business applications or systems they look to integrate.
Integration trends: Businesses want to learn more about integration with SharePoint and other collaboration tools as reported by 64% of the respondents, followed by integration for email and marketing analytics solutions, cloud-based services and social networking services.
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
The State of Customer-Facing Systems
Integration
Integration Adoption in the Enterprise
Only 15% of businesses report full integration among their various customer-facing systems. 85% still have progress to make, with 35% just beginning their customer system integration journey. Businesses serviced by third-party systems integrators and consultants tend to have better integration of their systems – 26% are fully integrated, followed by 62% with partial systems integration.
Business Respondents
Third-Party Systems Integrators
n=141 0% 10% 20% 30% 40% 50% Not Integrated Only Components are Integrated Parally Integrated Fully Integrated 15% 50% 21% 14% n=115 0% 10% 20% 30% 40% 50% 60% 70% 80% Not Integrated Only Components are Integrated Parally Integrated Fully Integrated 26% 62% 12% 0%
Cloud Systems Less Integrated Than On-Premise
33% of businesses operating within cloud-only environments report their systems not being integrated compared to 9% for those who operate with on-premise only infrastructure. Businesses operating solely in the cloud need to borrow best practices from their on-premise peers to reap the most benefits from their systems investment.
9% 33% n=96 0 5 10 15 20 25 30 35 Cloud On-Premise
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
The critical role of third-party systems integrators and consultants becomes even more pronounced when looking at the levels of non-integration between systems. Businesses report between 39-62% of their customer-facing systems as not yet integrated. This
percentage drops dramatically for businesses serviced by third-party systems integrators, as indicated in the graph below:
Level of Non-Integrated Customer-Facing Systems
0% 10% 20% 30% 40% 50% 60% 70% 80% Third-Party Systems Integrators Business Respondents CRM and Social CRM and Mobile CRM and Business Intelligence CRM and Financial /ERP CRM and Customer Services CRM and Markeng Automaon CRM and Sales Force Automaon 21% 62% 12% 62% 9% 43% 4% 40% 8% 39% 8% 41% 13% 44% n=141 n=115
Integration With Customer-Facing Systems
Although businesses report some level of integration between their CRM with SFA and MA systems, the majority of customer-facing systems remain siloed. Systems integrators and consultants report higher integration among their customers – for example, 36% of systems integrators indicate that their clients’ CRM systems are fully integrated with SFA systems compared to only 21% of customer survey participants. This same pattern is visible in all integrations, indicating that systems integrators and consultants are key enablers for businesses to achieve tighter integration between their systems.
Level of Fully Integrated Customer-Facing Systems
11% 6% 23% 8% 22% 11% 24% 14% 26% 15% 29% 18% 36% 21% n=141 n=115 0% 5% 10% 15% 20% 25% 30% 35%
40% Business Respondents Third-Party Systems Integrators
CRM and Social CRM and Mobile CRM and Business Intelligence CRM and Financial /ERP CRM and Customer Services CRM and Markeng Automaon CRM and Sales Force Automaon
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Customer-Facing Systems Least Likely to be Integrated
The customer-facing systems that remain least likely to be integrated with CRM are BI, Mobile, and Social. It is interesting to note that despite the increased interest in social media within the last few years, survey respondents do not list integration with social as a top priority – likely because most businesses still need to focus on enabling critical business applications first.
Despite the lack of interest in BI integration with CRM, we do expect that a number of businesses will invest in email analytics in 2012. According to Forrester’s “US Interactive
The majority of business respondents agree that tighter integration between their CRM systems and CSA, BI and MA is critical in 2012. This is likely driven by the business potential from the integration; for instance, companies with integrated marketing automation are more likely to report better percentages of leads converting to opportunities (67% vs. 29%) according to a 2011 Lenskold Group report “2011 Lead Generation Marketing ROI Study.” The Lenskold Group also reports that companies using full-featured MA integrated with CRM or SFA indicate much higher rates of reporting and forecasting metrics. Compared to businesses with no MA in place, integrated MA users are more likely to report better performance metrics (average 58% vs. 36% per metric), financial metrics (average 46% vs. 22%) and forecast metrics (average 56% vs. 35%).
Importance of Customer-Facing Systems Integration
Integration with CRM Critical to Marketing Automation Success
n=141 0% 10% 20% 30% 40% 50% 60% 70% 80% Not Important Very Important CRM and Social CRM and Mobile CRM and Financial/ERP CRM and Markeng Automaon CRM and Sales Force Automaon CRM and Business Intelligence CRM and Customer Services 37% 34% 21% 59% 20% 52% 16% 60% 17% 60% 13% 66% 10% 68% n=141 16% 16% 35% 62% 62% 43% 0% 10% 20% 30% 40% 50% 60% 70%
80% Not IntegratedFully or Parally
CRM and Business Intelligence CRM and Social
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Mobile Growing in Importance
Only 26% of businesses report using a Mobile CRM, however, Mobile CRM is growing in im-portance. When asked about the importance of Mobile CRM to the overall business strategy of the enterprise, 53% of respondents state that it will be very important or important for their businesses this year:
The interest in Mobile CRM is already driving increased investments to smart phones. Ac-cording to previously quoted Forrester report “US Interactive Marketing Forecast, 2011 to
n=159 0% 10% 20% 30% 40% 50% 60% 70% 80% Don't Know No Yes
Enterprises Using Mobile CRM
26% 69% n=159 0% 10% 20% 30% 40% 50% Don't Know Not Important Important Top Priority Importance of Mobile CRM to CRM System Strategy in 2012 6% 47% 13% 35%
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
CRM Integration Investment & ROI
Investment in Customer-Facing Systems
Higher investment levels reported by systems integrators are likely due to their role in the ecosystem – systems integrators recommend and implement new systems for their customers, therefore working with companies who are investing more heavily.
Business Respondents
Third-Party Systems Integrators
n=141 0% 5% 10% 15% 20% 25% 30% 35% 40% Don't Know No Yes 40% 27% 33% n=115 0% 20% 40% 60% 80% 100% Don't Know No Yes 84% 3% 14%
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Importance of CRM Data Integration
Businesses implement CRM data integration to gain more accuracy and consistency of customer information (rated at 63% and 61% respectively), followed by reduced time for accessing multiple systems and gaining a holistic view of the customers at 44% and 41%, respectively. Systems integrators place higher emphasis on reduced time accessing multiple systems.
Business Respondents
Assessing & Scoping CRM Data Integration Projects
Business Respondents
Third-Party Systems Integrators
20% 30% 40% 50% 60% 70% 80% 17% 70% 40% 10% 15% 20% 25% 30% 35% 40% 13% 38% 37% 12% n=131 20% 32% 33% 41% 44% 60% 63% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% Staff Reducon Cost Reducon Consolidated Reporng Timeliness of Informaon Master Record Management/ Holisc View Reduced Time Accessing Mulple Systems Consistency of Informaon Accuracy of Informaon
Despite higher investments in customer-facing systems in 2012, 70% of businesses report lacking a formal process for evaluating their investments, compared to 51% of businesses serviced by third-party consultants. Systems integrators and consultants bring a more formal project process and better articulate the benefits and the operational returns on investment for CRM integration initiatives. This can be attributed to the fact that when companies outsource, they usually require vendors to provide clear ROI to justify the cost and benefits of such services.
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Benefits of CRM Integration
Businesses that measure the return on their CRM data integration report an increased ability to view all customer information holistically as the leading metric (31%), followed by CRM system satisfaction at 28% and CRM adoption at 18%. Third-party systems integrators report CRM system adoption and ability to view all customer information as the top two metrics.
Customer data integration is directly correlated to overall CRM success. According to MIT Sloan Management Review “Why CRM Fails – and How to Fix It,” organizations spent $220 billion implementing CRM solutions between 2000 and 2005. The article goes on to state that despite these investments, publicly available data consistently show that 55% to 75% of companies failed to meet the expected return on their CRM investments. Businesses that integrate CRM with other customer-facing systems outperform those businesses who do not; the year-over-year revenue performance gains for best-in-class companies are significantly higher than industry averages – 22.7% vs. 13.4%, according to a recent research brief from Aberdeen “How Top High Tech Companies Grow Channel Revenue and ROMI,”. Scribe expects to see more businesses investing in customer data integration as a way to show return for their CRM investment in 2012.
Business Respondents
Third-Party Systems Integrators
n=131 0% 5% 10% 15% 20% 25% 30% 35% Reducon in Customer Service Issues Faster Customer Service Issue Resoluon CRM System Adopon CRM System Sasfacon Ability to View all Customer Informaon 31% 28% 18% 10% 5% n=106 0% 5% 10% 15% 20% 25% Faster Customer Service Issue Resoluon Reducon in Customer Service Issues CRM System Sasfacon Ability to View all Customer Informaon CRM System Adopon 25% 25% 22% 17% 5%
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Business Priorities
Satisfaction Integration
Only 4% of businesses say they are very satisfied with their integration levels, while 32% report they are not satisfied. Without formal ways of planning around systems integration and assessing its value, businesses are left wanting more from their systems. Systems integrators report higher levels of satisfaction with systems integration for their clients, with lower percentage of clients who are not satisfied (28% for third-party systems integrators vs. 32% for businesses).
Business Respondents
Third-Party Systems Integrators
n=141 0% 10% 20% 30% 40% 50% 60% Don't Know Not Sasfied Sasfied 56% 32% 13% n=115 0% 10% 20% 30% 40% 50% 60% 70% 80% Don't Know Not Sasfied Sasfied 62% 28% 11%
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Business Respondents
Third-Party Systems Integrators
Customer Service Issues on the Rise
32% of businesses expect customer service issues to increase in 2012, compared to 56% of systems integrators. It is important to note that 40% of business respondents did not feel equipped to answer this question. Given that 57% of them represent IT professionals, these respondents likely don’t have the visibility that outside partners would have working directly with those functional areas. Clearly, servicing customers and increasing customer satisfaction is a major concern for survey respondents.
n=139 0% 5% 10% 15% 20% 25% 30% 35% 40% Don't Know Decrease Increase 32% 29% 40% n=113 0% 10% 20% 30% 40% 50% 60% Don't Know Decrease Increase 56% 13% 31% Do You Expect Customer Service Issues to Increase or Decrease in 2012?
Servicing customers consistently across all touchpoints will become even more important. According to a recent NBRI article, “Customer Loyalty: What It Is And Why It’s Important,” 80% of customers who do not receive quality customer service, do not complain – they simply take their business elsewhere.
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Top Business Priorities for 2012
Increased sales is the top business priority for the enterprise in 2012, as reported by 68% of
business. Next come increased customer satisfaction (55%), increased revenue per customer (45%) and increased leads (39%).
n=139 68% 55% 45% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% Increased Leads Increased Revenue Per Customer Increased Customer Sasfacon Increased Sales
Lines of Business Effectiveness
The majority of business respondents rate the effectiveness of their business colleagues as high. Sales earned the highest marks - rated as highly effective or effective by 74% of respondents, followed by Customer Service teams at 68%, and Marketing teams at 63%. Business Analytics teams ranks fourth at 54%.
n=139 63% 21% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% Don't Know
Not Very Effecve Very Effecve Customer Service Business Analycs Sales Markeng 74% 12% 14% 54% 24% 21% 68% 13% 17% How Effective are the Following Teams in their Ability to Drive Business Results?
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Data Integration Trends
Integration Approaches
59% of businesses develop their own custom code while 45% use third-party integration software products. 38% of businesses still use manual data entry to transfer customer data from one system to another which points to businesses still being challenged by inefficiencies and data quality issues.
According to Yeoman Technology Group report “2012 State of Cloud Computing,” published in InformationWeek, one of the major gaps in how organizations are selecting, integrating and monitoring the services is custom code. Nearly half (47%) of 500 IT professionals polled for the report have opted to custom code each application directly into their back end systems, with only 9% leveraging cloud integration providers. The report exposes that not leveraging cloud integration software is an “expensive omission – likely to cripple your network by not only increasing inbound traffic, but also by burdening IT departments with the support of a proliferation of integration points, causing users wait for days for their updates.” Internal IT departments can borrow a best practice from their systems integrator counterparts who report using third-party integration software products 83% of the time.
Who Implements Integration?
86% of businesses rely on their IT organization, while 35% tap into outside systems integrators or consultants. 15% of IT departments report relying directly on integration software vendors for their needs. n=131 0% 20% 40% 60% 80% 100% Integraon Vendor Professional Services Outside Systems Integrator or Consultant Our IT Organizaon 86% 35% 15% n=129 59% 45% 38% 35% 0% 10% 205a 30% 40% 50% 60% Custom Code Wrien by a Consultant Manual Data Entry
or Process (Loading via Microso Excel
or Other Batch Files) 3rd Party
Soware Products Custom Code
Wrien Internally
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Top Selection Criteria for Data Integration Software
The top considerations for businesses and systems integrators are ease of use and cost, with ease of use as the front runner for businesses and cost more often listed by systems integrators.
Business Respondents
Third-Party Systems Integrators
Next Areas of Integration with CRM
Businesses are interested in integration with SharePoint and other collaboration tools as reported by 64% of the respondents, followed by integration for email and marketing analytics solutions, cloud-based services and social networking services.
n=131 34% 49% 34% 64% 0% 10% 20% 30% 40% 50% 60% 70% 80% Social Networking Services SaaS or Cloud-Based Services Email & Markeng
Analycs Soluons SharePoint or Other Collaboraon Tools n=131 0% 10% 20% 30% 40% 50% 60% 70% 80% Scalability and Performance Built for the Business Applicaon or System(s) We Want to Integrate Cost Ease of Use 62% 62% 58% 57% n=106 0% 10% 20% 30% 40% 50% 60% 70% 80% Scalability and Performance Built for the Business Applicaon or System(s) We Want to Integrate East of Use Cost 75% 68% 64% 56%
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Survey Participant Demographics:
Business Respondents
Company Revenue
Represented Industries
n=129 3% 1% 2% 17% 5% 5% 7% 8% 13% 18% 18% 5% 10% 15% 20% 25% Construcon Communicaons, Ulies Agriculture, Mining Government Retail, Wholesale Internet Healthcare Nonprofit Finance, Insurance, Real Estate Manufacturing Services n=129 12% 33% 12% 21% 22% 0% 5% 10% 15% 20% 25% 30% 35% $250MM+ $101MM-$250MM $51MM-$100MM $10MM-$50MM < $10MMThe State of Customer Data Integration 2012
The What, Why and How of CRM Integration
Global Regions
Organizational Roles
Customer-Facing Systems in Use
n=159 100% 72% 56% 46% 30% 27% 0% 20% 40% 60% 80% 100% Customer Service Markeng Automaon Social CRM Sales Force Automaon Business Intelligence CRM n=129 57% 32% 8% 0% 10% 20% 30% 40% 50% 60%
Senior IT, CTO, CIO Line of Business IT n=129 76% 8% 6% 6% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Other Europe Canada UK US
The State of Customer Data Integration 2012
The What, Why & How of CRM Integration
Top CRM Systems in Use
All of the respondents indicate that they are currently using a CRM system or a combina-tion of CRM systems for their business. Top CRM systems in use include Microsoft Dynamics CRM, Salesforce.com, Microsoft Dynamics CRM Online, Sage Saleslogix, Siebel/Oracle, SAP, Clientele, ACT!, and Goldmine.
Top Sales Force Automation (SFA) Systems
56% of respondents report using a specific SFA system for their business. Top SFA systems include Microsoft, Salesforce.com, Sage Saleslogix, Siebel/Oracle, SAP, and Epicor.
Top Marketing Automation (MA) Systems
30% of respondents indicate they are currently using a MA system such as Genius, Eloqua, Marketo, Silverpop, Salesfusion, ClickDimensions, Coremotives, and Exact Target.
Top Customer Service Support (CSS) Systems
27% of respondents indicate they are using a dedicated CSS system. Top CSS systems include Salesforce.com, Microsoft Dynamics, Oracle, NetSuite, Get Satisfaction, TechExcel, OTRS, and Sage SalesLogix.
Top Business Intelligence (BI) Systems
72% of respondents indicate that they are currently using a BI system today. Top BI systems in use include Microsoft, Cognos, Oracle, SAP, SAS, Tableau Software, Crystal, Information Builders, and ZAP.
Social CRM Systems in Use
46% of respondents report that they are already using a Social CRM system. Microsoft and Saleforce.com lead the way, followed by Sage and Awareness Social Media Management Hub.
The State of Customer Data Integration 2012
The What, Why and How of CRM Integration
About Scribe Software
www.scribesoft.com
Scribe Software is the leader in CRM data integration solutions, helping businesses maximize their investments in CRM, ERP, industry applications, and other data assets. With over 12,000 customers and 1,000 partners worldwide, Scribe is a proven provider of cost-effective, reliable data solutions that give a competitive advantage to businesses large and small. With a range of offerings covering cloud, hybrid, and premise integration needs, Scribe has solutions that span a wide array of industries including Financial Services, Life Sciences, Manufacturing, and Media & Entertainment.
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