Research firm Gartner says that during the next two to five years, more than 70% of the CRM technologies in the current hype cycle will be fully mature, and these capabilities will become "table stakes", for which enterprises will offer capabilities that enable the deepening of relationships, while also providing process efficiencies.
"Capabilities such as field service optimisation, sales configuration, sales analytics and e-marketing are creating the foundation for the next generation of CRM. To stay competitive, enterprises must ensure they can offer these capabilities to their customers."
The Hype Cycle for B2B CRM Technologies, 2007, illustrates a collection of technologies in two key stages of maturity: those emerging from and climbing the curve, and those that have emerged from the 'trough of disillusionment' and are moving on to maturity.
"Only five technologies out of 37 are starting to slide past the peak of inflated expectations; 17 technologies are on the rise or have reached the 'peak of inflated expectations', and 13 are on their way to maturity. These 13 technologies represent the CRM foundation for many organisations and will enable emerging technologies to take advantage of their data and functions," Gartner notes.
These technologies, as per the hype cycle, are on-premise opportunity management, sales configuration, proposal generation, sales content management, integration service providers, sales order management, e-marketing, field service, management, sales incentive compensation management, campaign segmentation, preference management, e-mail marketing, e-commerce sales and lead management. The 13 technologies mentioned above have moved past the disillusionment phase and are well on the road to maturity.
Enlightening
Products on the 'slope of enlightenment', says Gartner, are at the stage where focused experimentation and solid hard work by an increasingly diverse range of organisations lead to a true understanding of the technology's applicability, risks and benefits.
"Commercial, off-the-shelf methodologies and tools ease the development process," the company says.
According to Gartner, products in the 'plateau of productivity' have demonstrated real-world benefits and these have been accepted.
"Tools and methodologies are increasingly stable as they enter their second and third generations. Growing numbers of organisations feel comfortable with the reduced level of risk; the rapid growth phase of adoption begins. Approximately 20% of the technology's target audience has adopted or is adopting the technology as it enters the 'plateau'."
Companies looking to adopt product should bear in mind the level of maturity and carefully evaluate the risks and rewards, as well as how the technology fits into their overall CRM objectives and strategy.
* Report courtesy of Gartner. Information sourced from Hype Cycle for B2B CRM Technologies, 2007.
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