The State of Customer Data Integration 2012 · 2018-07-18 · Investments in customer data...

The State of Customer Data Integration 2012Top Areas of Customer-Facing Systems Investment and Integration

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SFA

The State of CustomerData Integration 2012The What, Why & How of CRM Integration

CRM

BI

MAERP

SocialCRM

Collaborationtools

SaaS

Cloudbasedsystems

Mobile

The State of Customer Data Integration 2012The What, Why & How of CRM Integration

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Table of Contents

ForewordExecutive SummaryMajor FindingsThe State of Customer-Facing Systems IntegrationCRM Data Integration Investment and ROIBusiness PrioritiesCustomer Data Integration TrendsSurvey Participant DemographicsAbout Scribe Software, Resources from Scribe

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Letter From Lou Guercia 3

The State of Customer Data Integration 2012The What, Why and How of CRM Integration

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Letter from Lou GuerciaDear 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 GuerciaCEO, Scribe Software


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Survey Respondent Role

ForewordScribe 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 SystemsIntegrators & ConsultantsBusiness Respondents

n=278

n=1590

20

40

60

80

100 Customer ServiceMarke�ng Automa�onSocial CRMSales Force Automa�onBusiness IntelligenceCRM

100%

72%

56%46%

30% 27%

43%

57%


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Executive SummaryKey LearningsResults 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.


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Major FindingsHere 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 IntegrationOverall 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 & ROIWhy 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.


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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 TrendsIntegration 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.


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The State of Customer-Facing Systems IntegrationIntegration Adoption in the EnterpriseOnly 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

Par�ally Integrated

FullyIntegrated

15%

50%

21%

14%

n=115

0%10%20%30%40%50%60%70%80%

NotIntegrated

Only Components are Integrated

Par�ally Integrated

FullyIntegrated

26%

62%

12%

0%

Cloud Systems Less Integrated Than On-Premise33% 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=960

5

10

15

20

25

30

35

CloudOn-Premise

Percentage of Non-Integrated Systems: On-Premise vs. Cloud


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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 andSocial

CRM andMobile

CRM andBusiness

Intelligence

CRM andFinancial /ERP

CRM andCustomerServices

CRM andMarke�ng

Automa�on

CRM andSales ForceAutoma�on

21%

62%

12%

62%

9%

43%

4%

40%

8%

39%

8%

41%

13%

44% n=141

n=115

Integration With Customer-Facing SystemsAlthough 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% Third-Party Systems IntegratorsBusiness Respondents

CRM and SocialCRM andMobile

CRM andBusiness

Intelligence

CRM andFinancial /ERP


CRM andMarke�ng

Automa�on


The Role of the Partner


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Customer-Facing Systems Least Likely to be IntegratedThe 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 Marketing Forecast, 2011 to 2016,” marketers are investing in analytics as part of a larger focus on customer relationship management. The report points to the tangible benefits from such investment.

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 SocialCRM andMobile

CRM andFinancial/ERP

CRM andMarke�ng

Automa�on


CRM andBusiness

Intelligence


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 Integrated

Fully or Par�ally

CRM and Business IntelligenceCRM and SocialCRM and Mobile

http://www.forrester.com/US+Interactive+Marketing+Forecast+2011+To+2016/fulltext/-/E-RES59379?objectid=RES59379

http://www.forrester.com/US+Interactive+Marketing+Forecast+2011+To+2016/fulltext/-/E-RES59379?objectid=RES59379

http://www.lenskold.com/content/LeadGenROI_2011.html


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Mobile Growing in ImportanceOnly 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 2016,” firms looking to differentiate themselves in the age of the customer will create cus-tomized experiences across their customers’ preferred touch points, augment existing online media efforts and inspire development of new platforms like smart phone and tablets.

n=159

0%

10%

20%

30%

40%

50%

60%

70%

80%

Don't KnowNoYes

Enterprises Using Mobile CRM

26%

69%

n=159

0%

10%

20%

30%

40%

50%

Don't KnowNot ImportantImportantTop Priority

Importance of Mobile CRM toCRM System Strategy in 2012

6%

47%

13%

35%


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CRM Integration Investment & ROIInvestment 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.


n=141

0%

5%

10%

15%

20%

25%

30%

35%

40%

Don't KnowNoYes

40%

27%

33%

n=115

0%

20%

40%

60%

80%

100%

Don't KnowNoYes

84%

3%14%

Expected Levels of Investment in Customer-Facing Systems in 2012


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Importance of CRM Data IntegrationBusinesses 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


n=131

0%

10%

20%

30%

40%

50%

60%

70%

80%

Don't KnowNoYes

17%

70%

40%

n=106

0%

5%

10%

15%

20%

25%

30%

35%

40%

Don't KnowNoYes, in Some Cases

Yes, in Most Cases

13%

38% 37%

12%

n=131

20%

32%33%

41%44%

60%63%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Staff Reduc�onCost Reduc�onConsolidatedRepor�ng

Timeliness of Informa�on

Master RecordManagement/Holis�c View

Reduced Time Accessing

Mul�ple Systems

Consistency of Informa�on

Accuracy of Informa�on

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.


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Benefits of CRM IntegrationBusinesses 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.


n=131

0%

5%

10%

15%

20%

25%

30%

35%

Reduc�on inCustomer

ServiceIssues

FasterCustomerService

IssueResolu�on

CRM System

Adop�on

CRMSystem

Sa�sfac�on

Ability toView all

CustomerInforma�on

31%28%

18%

10%

5%

n=106

0%

5%

10%

15%

20%

25%

FasterCustomer

ServiceIssue

Resolu�on

Reduc�on in

CustomerServiceIssues

CRM System

Sa�sfac�on

Ability to View all

CustomerInforma�on

CRM System

Adop�on

25% 25%22%

17%

5%

http://sloanreview.mit.edu/the-magazine/2011-summer/52414/why-crm-and-how-to-fix-it/

http://aberdeen.reg.meeting-stream.com/CRM_increasing_channel_revenue_and_ROMI/default.aspx?cid=Oracle1


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Business PrioritiesSatisfaction IntegrationOnly 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).


n=141

0%

10%

20%

30%

40%

50%

60%

Don't KnowNot Sa�sfiedSa�sfied

56%

32%

13%

n=115

0%

10%

20%

30%

40%

50%

60%

70%

80%

Don't KnowNot Sa�sfiedSa�sfied

62%

28%

11%


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Customer Service Issues on the Rise32% 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 KnowDecreaseIncrease

32%29%

40%

n=113

0%

10%

20%

30%

40%

50%

60%

Don't KnowDecreaseIncrease

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.

http://www.nbrii.com/blog/customer-loyalty-what-it-is-and-why-its-important/


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Top Business Priorities for 2012Increased 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 LeadsIncreased RevenuePer Customer

Increased CustomerSa�sfac�on

Increased Sales

Lines of Business EffectivenessThe 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 Effec�ve

Very Effec�ve

Customer ServiceBusiness Analy�csSalesMarke�ng

74%

12% 14%

54%

24% 21%

68%

13%17%

How Effective are the Following Teams in their Ability to Drive Business Results?


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Data Integration TrendsIntegration Approaches59% 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%

Integra�on Vendor

ProfessionalServices

Outside Systems

Integrator orConsultant

Our ITOrganiza�on

86%

35%

15%

n=129

59%

45%38% 35%

0%

10%

205a

30%

40%

50%

60%

Custom CodeWri�en by aConsultant

Manual Data Entryor Process

(Loading via Microso� Excelor Other Batch Files)

3rd PartySo�ware Products

Custom CodeWri�en Internally

How Do you Integrate your Customer-Facing Systems Today?

http://reports.informationweek.com/abstract/5/8658/cloud-computing/research-2012-state-of-cloud-computing.html


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Top Selection Criteria for Data Integration SoftwareThe 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.


Next Areas of Integration with CRMBusinesses 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 NetworkingServices

SaaS or Cloud-Based

Services

Email & Marke�ngAnaly�cs Solu�ons

SharePoint or OtherCollabora�on Tools

n=131

0%

10%

20%

30%

40%

50%

60%

70%

80%

Scalability andPerformance

Built forthe Business

Applica�on orSystem(s) We Want

to Integrate

CostEase of Use

62% 62% 58% 57%

n=106

0%

10%

20%

30%

40%

50%

60%

70%

80%

Scalability andPerformance

Built forthe Business

Applica�on orSystem(s) We Want

to Integrate

East of UseCost

75%68%

64%56%

Interest in Additional Integration Trends


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Survey Participant Demographics: Business RespondentsCompany Revenue

Represented Industries

n=129

3%

1%

2%

17%

5%

5%

7%

8%

13%

18%

18%

5% 10% 15% 20% 25%

Construc�on

Communica�ons,U�li�es

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< $10MM


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Global Regions

Organizational Roles

Customer-Facing Systems in Use

n=159

100%

72%

56%46%

30% 27%

0%

20%

40%

60%

80%

100%

CustomerService

Marke�ngAutoma�on

Social CRMSales ForceAutoma�on

BusinessIntelligence

CRM

n=129

57%

32%

8%

0%

10%

20%

30%

40%

50%

60%

Senior IT, CTO, CIOLine of BusinessIT

n=129

76%

8% 6% 6% 4%0%

10%20%30%40%50%60%70%80%

OtherEuropeCanadaUKUS

Deployment of Customer-Facing Systems


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Top CRM Systems in UseAll 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) Systems30% 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 Use46% 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.


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The SPARK Solution Developer Program:http://www.scribesoft.com/Partners The SPARK Solution Developer Program is designed to help solution providers quickly build data integration capabilities between their solutions and CRM, as well as any other application or endpoint on Scribe Online. Using Scribe’s latest offering, SaaS independent software vendors (ISVs) who offer integration to more than one CRM vendor can extend their presence in multiple CRM markets. As customers expand the scope of CRM in their businesses, integration can readily incorporate the SaaS ISVs’ offerings with connections both to CRM and to other complementary applications.

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The State of Customer Data Integration 2012 · 2018-07-18 · Investments in customer data...

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