CXM Software Providers Meeting Growing Need to Manage Customer Activity Across the Enterprise
Information Services Group (ISG) (Nasdaq: III) has released new research on Customer Experience Management (CXM) software. The study predicts that by 2028, companies will replace many point solutions with broad, cross-functional suites to manage CX at the enterprise level. CXM addresses shortcomings of traditional CRM by focusing on the customer journey across all channels.
ISG's Buyers Guide for CXM evaluates software providers based on five core areas: knowledge management, resource management, automation, analytics, and customer journey management. The guide assessed 19 providers, with Oracle, Salesforce, and Verint emerging as leaders in CXM. The research aims to help enterprises optimize their business and IT software investments in customer experience management.
Information Services Group (ISG) (Nasdaq: III) ha rilasciato una nuova ricerca sul software per la Gestione dell'Esperienza Clienti (CXM). Lo studio prevede che entro il 2028, le aziende sostituiranno molte soluzioni specifiche con suite ampie e multidisciplinari per gestire la CX a livello aziendale. La CXM affronta le carenze del CRM tradizionale concentrandosi sul percorso del cliente attraverso tutti i canali.
La Guida agli Acquirenti di ISG per la CXM valuta i fornitori di software in base a cinque aree fondamentali: gestione della conoscenza, gestione delle risorse, automazione, analisi, e gestione del percorso del cliente. La guida ha valutato 19 fornitori, con Oracle, Salesforce e Verint che emergono come leader nella CXM. La ricerca mira ad aiutare le aziende a ottimizzare i propri investimenti in software aziendale e IT nella gestione dell'esperienza clienti.
Information Services Group (ISG) (Nasdaq: III) ha publicado una nueva investigación sobre software de Gestión de la Experiencia del Cliente (CXM). El estudio predice que para 2028, las empresas reemplazarán muchas soluciones puntuales por suite amplias y multifuncionales para gestionar la CX a nivel empresarial. La CXM aborda las deficiencias del CRM tradicional al centrarse en el viaje del cliente a través de todos los canales.
La Guía de Compradores de ISG para la CXM evalúa a los proveedores de software en base a cinco áreas clave: gestión del conocimiento, gestión de recursos, automatización, analítica y gestión del viaje del cliente. La guía evaluó a 19 proveedores, destacando a Oracle, Salesforce y Verint como líderes en CXM. La investigación busca ayudar a las empresas a optimizar sus inversiones en software empresarial y de TI en gestión de la experiencia del cliente.
정보 서비스 그룹(Information Services Group, ISG) (Nasdaq: III)가 고객 경험 관리(CXM) 소프트웨어에 대한 새로운 연구 결과를 발표했습니다. 연구에 따르면 2028년까지 기업들은 많은 포인트 솔루션을 광범위하고 다기능적인 스위트로 대체하여 기업 수준에서 CX를 관리할 것이라고 예측합니다. CXM은 모든 채널에서의 고객 여정에 초점을 맞추어 전통적인 CRM의 단점을 해결합니다.
ISG의 CXM 구매 가이드는 지식 관리, 자원 관리, 자동화, 분석 및 고객 여정 관리의 다섯 가지 핵심 영역을 기반으로 소프트웨어 공급자를 평가합니다. 이 가이드는 19개의 공급자를 평가하였으며, Oracle, Salesforce 및 Verint가 CXM의 리더로 나타났습니다. 이 연구는 기업들이 고객 경험 관리에 대한 비즈니스 및 IT 소프트웨어 투자를 최적화하는 데 도움을 주고자 합니다.
Information Services Group (ISG) (Nasdaq: III) a publié une nouvelle recherche sur les logiciels de Gestion de l'Expérience Client (CXM). L'étude prédit qu'au cours des années à venir, les entreprises remplaceront de nombreuses solutions ponctuelles par des suites larges et multifonctionnelles pour gérer l'CX à l'échelle de l'entreprise. La CXM s'attaque aux lacunes du CRM traditionnel en se concentrant sur le parcours client à travers tous les canaux.
Le Guide d'Achat d'ISG pour la CXM évalue les fournisseurs de logiciels sur la base de cinq domaines clés : gestion des connaissances, gestion des ressources, automatisation, analyse et gestion du parcours client. Le guide a évalué 19 fournisseurs, avec Oracle, Salesforce et Verint émergeant comme leaders dans le domaine de la CXM. La recherche vise à aider les entreprises à optimiser leurs investissements en logiciels d'entreprise et en IT pour la gestion de l'expérience client.
Information Services Group (ISG) (Nasdaq: III) hat neue Forschungsergebnisse zur Software für das Kunden-erlebnis-Management (CXM) veröffentlicht. Die Studie prognostiziert, dass Unternehmen bis 2028 viele Punktlösungen durch umfassende, funktionsübergreifende Suiten ersetzen werden, um das CX auf Unternehmensebene zu verwalten. CXM greift die Mängel des traditionellen CRM auf, indem es sich auf die Kundenreise über alle Kanäle konzentriert.
ISGs Kaufleitfaden für CXM bewertet Softwareanbieter anhand von fünf Kernbereichen: Wissensmanagement, Ressourcenmanagement, Automatisierung, Analytik und Kundenreise-Management. Der Leitfaden bewertete 19 Anbieter, wobei Oracle, Salesforce und Verint als führend im CXM hervorgehoben wurden. Die Forschung zielt darauf ab, Unternehmen dabei zu unterstützen, ihre Investitionen in Betriebs- und IT-Software im Kunden-erlebnis-Management zu optimieren.
- ISG predicts growth in demand for comprehensive CXM suites by 2028
- CXM addresses limitations of traditional CRM systems
- ISG's research provides valuable insights for enterprises to optimize CX software investments
- CXM software is still early in its development maturity
- Difficult for buyers to compare overlapping offerings from different providers
- Rare to find a single CXM offering that fits all five core functionality areas
Insights
The shift towards integrated CXM suites marks a significant transformation in enterprise software. This trend could reshape the competitive landscape, potentially favoring larger, more established players with broader product portfolios. For investors, this signals growth opportunities in companies that can offer comprehensive CXM solutions.
The report's identification of five core functionality areas provides a framework for evaluating CXM providers. Investors should focus on companies demonstrating strength across multiple areas, as they're likely to be better positioned for future market demands. The early stage of CXM development suggests a dynamic market with room for innovation and potential M&A activity as providers seek to fill capability gaps.
Oracle, Salesforce and Verint's leadership in CXM indicates their strong market position. However, the diverse origins of CXM providers and the evolving nature of the market mean that disruptive entrants could still emerge, presenting both risks and opportunities for investors in this space.
The evolution from CRM to CXM represents a paradigm shift in how enterprises manage customer interactions. This transition is driven by the need for a more holistic, journey-centric approach to customer engagement across multiple touchpoints.
The integration of communications components with analytics for assessing customer value, loyalty and intent is a key technological advancement. This convergence enables more data-driven, personalized customer experiences, potentially leading to improved customer retention and lifetime value.
The emphasis on cross-functional capabilities in CXM platforms suggests a trend towards more integrated enterprise software ecosystems. This could drive demand for API-rich, interoperable solutions and cloud-native architectures that can easily connect with other enterprise systems. Companies investing in these technologies and those offering robust integration capabilities are likely to gain a competitive edge in the evolving CXM landscape.
New ISG research says enterprises will replace many CX point solutions with multifunction software suites by 2028
“Enterprises are realizing they need platforms that manage processes across the customer’s lifecycle,” says Keith Dawson, director of Customer Experience Research, ISG Software Research. “We are seeing the emergence of tools that integrate the communications components of customer needs with analytic assessments of customer value, loyalty and intent. This is a significant and accelerating change in the marketplace.”
The ISG Buyers Guide™ for Customer Experience Management (CXM) defines CXM as a suite of applications built on a common platform that facilitates an interdepartmental view of customer activity and provides mechanisms for managing that activity. Some elements of that activity come from the contact center while others are derived from marketing technology. The report finds the precise mix of applications in a software provider’s suite depends on the legacy expertise of that particular software provider.
CXM has evolved to address the shortcomings of the decades-old Customer Resource Management (CRM) software category and its more departmental and application-centric approach, the report says. In contrast, CXM is based on the customer journey and the customer’s interactions with the organization across any channel.
The report finds it can be difficult for buyers to effectively compare similar or overlapping offerings from providers that stem from their different origins and, in many cases, do not directly compete against one another. The breadth of scope and expertise explains why the mix of components, users and use cases has been so diverse across CXM products.
The ISG Buyers Guides for CXM define five core areas of platform functionality across departments that combine to form an enterprise software solution: knowledge management, resource management, automation, analytics and customer journey management.
CXM software is early in its development maturity, the report finds, and it is rare to find a single offering that fits into all five areas. Many software providers start with an emphasis on their areas of origin and build additional capabilities over time.
The ISG Buyers Guide for CXM evaluates software providers and products based on support for analytics, customer journey management, knowledge management, CRM platform support, operational resource management, and process control and optimization. To be included in the CXM Buyers Guide, products must include capabilities from three of four of the following areas: resource management, automation, analytics and customer journey management. Separate Buyers Guides on Customer Journey Management (CJM) and Knowledge Management (KM) are available to more specifically examine those software categories.
For its 2024 Buyers Guides for CXM, CJM, and KM, a total of 19 providers were assessed: Adobe, eGain, Emplifi, Freshworks, Genesys, HubSpot, Microsoft, Nextiva, NICE, Oracle, Qualtrics, Salesforce, SAP, ServiceNow, Sprinklr, SugarCRM, Verint, Zendesk and Zoho.
ISG Software Research designates the top three software providers as Leaders in each category. For the 2024 studies, the leading providers in ranked order are:
Customer Experience Management: Oracle, Salesforce and Verint
Customer Journey Management: Salesforce, Verint and NICE
Knowledge Management: Salesforce, Verint and NICE
“Every organization must manage customer experience, but too often, they lack the technology to orchestrate the customer journey across channels,” said Mark Smith, partner, Software Research, ISG. “The Buyers Guide for CXM provides research insights to help understand, optimize and select software providers and products that can move the enterprise beyond the departmentally designed approaches of CRM.”
The ISG Buyers Guides for CXM, CJM and KM are the distillation of more than a year of market and product research efforts. The research is not sponsored nor influenced by software providers and is conducted solely to help enterprises optimize their business and IT software investments.
Visit this webpage to learn more about the ISG Buyers Guides for CXM, CJM, and KM and read executive summaries of each of the three reports. The complete reports, including provider rankings across seven product and customer experience dimensions and detailed research findings on each provider, are available by contacting ISG Software Research.
Organizations seeking guidance on customer experience service providers can explore existing ISG Provider Lens™ research, upcoming studies and additional details in this digital brochure.
About ISG Software Research
ISG Software Research, previously Ventana Research, provides authoritative market research and coverage of the business and IT software industry. It distributes research and insights daily through its user community, and provides a portfolio of consulting, advisory, research and education services for enterprises, software and service providers, and investment firms. Its on-demand service provides structured education and advisory support through subject-matter experts. ISG Buyers Guides support the RFI/RFP process and help enterprises evaluate and select software providers through tailored assessment services and the ISG Software Research Value Index methodology. Visit www.ventanaresearch.com for more information and to sign up for free community membership.
About ISG
ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 900 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including AI and automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in
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Press Contacts:
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+1 203 517 3119
will.thoretz@isg-one.com
Julianna Sheridan, Matter Communications for ISG
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Source: Information Services Group, Inc.
FAQ
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