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The Customer Engagement Center Magic Quadrant, 2015

by Michael Maoz  |  April 27, 2015  |  Comments Off on The Customer Engagement Center Magic Quadrant, 2015

The Customer Engagement Center is another way of saying a Customer Service and Support software suite. We had called it the CRM Customer Service Contact Center MQ for nearly 15 years, but then in 2012 our client requests were starting to move away from phone, chat, email and search and over to questions about the future of support across mobile devices, within peer-to-peer networks, on social media channels, via sensors in a world of IoT.

Engagement sounded like a better term than ‘contact,’ (though this month thinking about the great Carl Sagan we could have reverted for just this month) and therefore we took the plunge and renamed the Magic Quadrant. And right on time, we have just released the new edition: . It places 13 of the more than 40 products that we evaluated, and the other 30 are often the most relevant to the client, regardless of whether they have made the cut for the Magic Quadrant.

Finding the correct product for a customer service organization is a series of ‘it depends on how you answer a few questions.’ That could be about mobile strategy, scale of integration, location, data security, latency, governance, industry capabilities, backend process consistency, and geography.

In the end, none of the products are remotely perfect. The highest ranking given by reference customers for any single company solution was 7 out of 10. They were like the Blondie song from the late ’70s, Dreaming. Dreaming is free. What clients dream of is a system that can be used with equal agility as the web portal, as the agent tool, on a smart device, or anywhere else. What they get is a hodgepodge. They want real time decisioning. They want business process modelling and advanced analytics. They want it at a reasonable cost. They want built-in Master Data Management. They want true ‘pay for usage.’

But software is the art of the possible, and of getting work done now, and this is what we have evaluated: tools for the real world to support an organization’s need to deliver a great customer service experience.

Next time we are going to discuss a radical idea that today sounds like dreaming: a cloud database for each consumer to store all of their data about their products and services, that an enterprise will need permission to access and do business with the consumer.


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Category: analytics-for-social-crm  applications  business-intelligence  cloud  contact-center  crm  customer-centric-web  customer-engagement  customer-service  innovation-and-customer-experience  intent-driven-enterprise  leadership  mobile-and-endpoint-technologies  saas-and-cloud-computing  social-crm  social-software  strategic-planning  technology-and-emerging-trends  vendor-contracts  

Michael Maoz
VP Distinguished Analyst
13 years at Gartner
26 years IT industry

Michael Maoz is a research vice president and distinguished analyst in Gartner Research. His research focuses on CRM and customer-centric Web strategies. Mr. Maoz is the research leader for both the customer service and support strategies area and customer-centric Web… Read Full Bio

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