So good to see the the Analyst companies are really starting to recognise that wrapping a thin veneer of CRM (Customer Record Management) software is not the way to drive industry specific Customer Engagement.
True customer centricity needs an Agile ability to deliver end-to-end customer lifecycle management based on life events which is:
- Easy to use
and that needs more than a simple customer record system over the top of your legacy estate.
Well done Ovum for identifying these six criteria and recogising that being customer centric is not a straight forward thing to do.
Ovum selected Pega as the market leader in their 2018 “Selecting a Customer Engagement Platform” Decision Matrix – with Pega earning the highest combined scores across all technology categories, and a #1 overall CEP ranking. The report evaluated 11 vendors across six customer engagement criteria, including: Real-time Engagement & Orchestration, Marketing, Sales, Service, Commerce & Billing Support, Intelligence & Automation, Security & Compliance, Unified Data Management, and Infrastructure & Integration.