Nucleus Research has recently released its CRM Technology Value Matrix 2021. In it, the international ROI-focused technology research and consulting services firm has recognized Acumatica’s CRM software. It is one of three CRM vendors recognized as a Facilitator.
Customer Relationship Management Software and the CRM Technology Value Matrix
Customer Relationship Management (CRM) software is essential for businesses that want (and need) to efficiently manage their leads, contacts, opportunities, and customer accounts. In a time when online sales are surging, customers can pick and choose where they purchase their products and services, putting them in the driver’s seat. Retail, manufacturing, and distribution companies are doing everything they can to entice customers to buy from—and remain loyal to—them, and CRM vendors are trying to entice these companies to buy from—and remain loyal to—their CRM software.
Nucleus Research’s analysts note that there has been an increased investment in automation, application integration, reduction of IT complexity, integrating analytics and AI-based functionality, and remote-working capabilities. There has also been a shift in mindset toward making customer service, marketing, and back-office functionalities a part of their sales process rather than a separate strategy while also suggesting that automation technologies will play a big part in the overall customer experience (CX).
“Recently, the space has experienced an overhaul expanding from primarily sales-focused to be customer-centric and focused on the full customer life cycle, from first impressions with a brand to post-sale service and follow-up,” write the analysts. “As a result, the most successful vendors are offering an integrated platform that is customer-centric rather than role-centric.”
The CRM Technology Value Matrix goes into further details about what vendors have done regarding how they leverage analytics and use the data to make strategic decisions; how they are improving platform flexibility to adjust to the changes brought by the pandemic; and how they are continuing to focus on their “omnichannel reach.”
With this in mind, Nucleus Research determines each vendor’s position in the Value Matrix based on the Usability and Functionality (as assessed through customer/user input, vendor participation, and Nucleus’ own ROI assessments) of each vendors’ solution. There are four quadrants, starting first with Core Provider, followed by Expert, Facilitator, and Leader; each vendor is placed in their quadrant based on their Usability and Functionality scores.
Acumatica Ranked High in Usability
According to Nucleus Research, Acumatica’s high-ranked position as a Facilitator is based on their continued investment in our CRM platform. The analysts write, “The CRM platform has a high usability among Acumatica customers.” So much so that Acumatica’s CRM scored higher in usability over Oracle CX Cloud and the other twelve assessed vendors. Only Salesforce achieved a usability ranking above Acumatica’s in the Value Matrix.
Acumatica’s CRM solution is not a separate application but an essential and built-in component of Acumatica’s comprehensive cloud ERP solution. Together, the integrated CRM and ERP solution helps businesses easily and effectively manage leads, contacts, opportunities, and customer accounts with source of awareness through the sales cycle.
A Microsoft Outlook integration and integrated content management, along with side panels and dashboards for pipeline management, ensures the sales team has the funnel management and reporting capabilities they need. A portal for self-service and case creation combined with configurable service levels/response times (and more) provide a team approach to support.
Other key features and benefits include:
- Streamlined data entry with one click conversions, address lookup, and more
- Complete lifecycle reporting
- Organized hand-offs and take-backs from sales
- Full integration with one-step order placement
- One system for account management, billing, and support
- Company-wide access to real-time data
- Time savings with automation
- Improved visibility and forecasting
The analysts also point out the customer-friendly improvements provided by Acumatica in Acumatica’s 2020 R1 release. The improvements include Acumatica Point-of-Sale; enhanced electronic banks and credit card transaction feeds (improving efficiency through downloading and automating bank transactions and allowing the connection to over 11,000 financial institutions); and advancements on AI/ML capabilities in expense management.
“At Acumatica, ERP-based products continue to be the focus of the company’s expansion efforts. The inclusion of CRM serves as an assisting feature to customers and can aid in bettering usability,” the report notes. “This year, Acumatica plans to continue its efforts in providing a simplified solution to its users that allows convenient customer management and financial solutions.”