Customer Relationship Management
One of the most important objectives for this semester is to provide you with an awareness and
understanding of the CRM Market, or as some call it, the CRM Ecosystem. There are many
different kinds of 'providers' of CRM services: from complete software suites, to data quality
solutions, to professional services (consultancies). The article 2016 CRM Market Leaders,
published by CRM Magazine, rates the top five vendors in 10 categories of companies based on
a composite score that includes revenue, revenue growth, market share, customer wins,
reputation for customer satisfaction, depth of product functionality, and company
direction.The article dedicates one page to each category, discussing the market, the leaders,
and the winner.
Before starting on the assignment, read the 2016 CRM Market Awards article found here:
Leaders-112480.aspx. Be sure to click on each of the nine(9) categories of the 2016 CRM
Market Leaders in the article to access information on each category.
Please answer the questions below. Organize your response. It may be a good idea to state the
question and then your response.
PART 1. Select two of the following categories discussed in the article: Incentive, Marketing
Solutions, Business Intelligence, Data Quality, Open-Source, and Consultancies. Read about
these categories. Answer these questions in the following format, for each category:
(15 points) Category Name #1-
Why did you choose this category? Why did you find it interesting?
Identify three (3) connections/terms used in the article that was discussed in any of the
modules we have studied so far. Explain each connection. Don't assume I understand
what you mean. (This is a Customer Relationship Management course)
Explain how you think the 'winner' provider of this category helps businesses be more
productive. What 'value' does this provider create?
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