2012 North American CRM Solutions Customer Value Enhancement Award

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1 2011 South African Data Centre Green Excellence Award in Technology Innovation Cybernest North American CRM Solutions Customer Value Enhancement Award 2011 Frost & Sullivan 1 We Accelerate Growth

2 Customer Value Enhancement Award CRM Solutions North America, 2012 Frost & Sullivan s Global Research Platform Frost & Sullivan is in its 50th year in business with a global research organization of 1,800 analysts and consultants who monitor more than 300 industries and 250,000 companies. The company s research philosophy originates with the CEO s 360-Degree Perspective, which serves as the foundation of its TEAM Research methodology. This unique approach enables us to determine how best-in-class companies worldwide manage growth, innovation and leadership. Based on the findings of this Best Practices research, Frost & Sullivan is very pleased to present the 2012 North American Customer Value Enhancement Award in CRM Solutions to IBM. Significance of the Customer Value Enhancement Award Key Industry Challenges Addressed by Enhancing Customer Value Attracting and profitably retaining customers is a challenge for all companies. The economic downturn has decreased consumers spending ability amid inflation and job insecurity. The global economy is in a slow or no-growth mode. The International Monetary Fund s (IMF) World Economic Outlook predicts a lower than three percent rise in U.S. output through The European, Japanese and Canadian economies will also experience sluggish growth. The IMF warns of inflation risks and increased financial volatility in this environment. Consequently, business managers have to find creative ways to retain and grow bigger wallet share from current clients and/or target those doing business with competitors. There also exists the choice to expand into emerging markets. In this environment, customers are golden, and they know it. They have become more demanding, seeking personalized service with discount pricing. CRM customers report to Frost & Sullivan that they are leveraging the Web, especially social media, to become more informed buyers. A recent study by Knowledge Networks Center for Media Research (CMR) noted that 12 percent of the U.S. population, or 37 million consumers, refer to social media before making a purchase. The number of wireless subscribers now exceeds that of the U.S, population, according to the CTIA. The U.S. National Health Interview Survey reports that more than one in four American homes are now wireless-only. There are strong and growing synergies between social media and mobile communications, putting considerable strain on traditional CRM platforms. The CMR study reported that roughly 80 million people check social media from a mobile device. Empowered by this information and access, customers expect a business 2012 Frost & Sullivan 1 We Accelerate Growth

3 engagement experience that matches the ease and speed of simple on-line searches. The quality of those interactions will shape their loyalty and future purchases. In order to meet these consumer demands, companies must have complete and up-todate knowledge of individual customers: their demographics, issues, transactions and networks. They need to gather data from a variety of sources that must be integrated, sorted, scrubbed, updated, and normalized in data warehouses. Frost & Sullivan notes that one of the key challenges facing firms is making sense of unstructured data. This includes voice call recordings, chat sessions and social media commentary. This information contains vital insights on customer issues, their views about products and services, and potential opportunities. Companies must then perform analysis on that data in real-time so that agents can provide targeted offers. This analysis can update agent and automated chat, and SMS/text and voice scripts on-the-fly. Best of breed solutions provide an option to collaborate with customers, enhancing both service quality and agent productivity. Moreover, these CRM applications may be able to support best-of-breed data integration, data warehousing, business intelligence, predictive analytics and collaboration tools. Firms also increasingly need to integrate other vital processes - along with CRM solutions - in order to deliver high-quality and more productive service. These include billing, claims, enterprise resource planning (ERP), fulfillment/shipping and supply chain management (SCM). The proper enabling CRM solutions can obviously be a daunting task for midmarket firms. Companies of this size typically have small IT departments. They are understandably cautious about adopting new technology. New solutions must have direct cost-saving component, reducing total cost of ownership and delivering rapid ROI. These market participants can ill-afford system downtime that can cripple their service, sales and support programs. This could lead to frustrated sales and service teams and dissatisfied buyers. Midsized companies can be receptive to CRM solutions that are multichannel, deviceagnostic, modular and open. These solutions, however, must integrate seamlessly with data, analytics and collaboration tools Frost & Sullivan 2 We Accelerate Growth

4 Best Practice Award Analysis for IBM The Frost & Sullivan Customer Value Enhancement Award is presented each year to the company that has demonstrated excellence in implementing strategies that proactively create value for its customers with a focus on improving the return on the investment that customers make in its services or products. This Award recognizes the company's inordinate focus on enhancing the value that its customers receive, beyond simply good customer service, leading to improved customer retention and ultimately customer base expansion. IBM in the CRM Market IBM has long had a superior presence in the CRM market, helping hundreds of the world s leading brands solve their complex CRM challenges in the contact center, online, in-person, and across emerging devices and social networks. Whether measured by the breadth and prestige of their client base, growth and revenue in CRM markets, analyst rankings, or thought leadership, IBM consistently ranks as a global leader in the CRM market. IBM s portfolio of client services includes: Comprehensive CRM strategy consulting services that include business vision development and planning; CRM operations consolidation strategies; goals diagnostics, gap analyses and other planning analyses; self-service and telephony integration assessments; and social media / multi-channel customer strategies. CRM Business Analytics and Optimization services that deliver customer analytics, profiling/targeting analysis, data warehousing, big data capabilities for customer analysis, contextual analytics/social media analytics, and CRM master data management. Advanced Customer Research focusing on First of a Kind (FOAK) CRM capability development utilizing IBM s R&D and scientific research divisions. CRM Application Innovation services for developing custom customer-facing applications, including solutions for CRM mobility, web applications, and contains the fifth largest web interactive firm in the world: IBM Interactive. CRM Enterprise Applications and Application Management services that configure, deploy, customize, and manage industry leading CRM package applications (e.g., SAP, Oracle/Seibel). CRM Global Process Services (CRM Business Process Outsourcing) for multichannel contact solutions, enabling thousands of skilled CRM agents to fulfill client interactions on behalf of many of IBM s premier clients, provided through global delivery centers and focused on process optimization and deep leverage of customer analytics Frost & Sullivan 3 We Accelerate Growth

5 Leading CRM and Customer Analytics Software solutions such as Cognos, SPSS, LotusLive, InfoSphere, RedPill, Unica, Netezza, Clarity Systems, Algorithmics and many others. Direct and in-direct consumer research based on global surveys of consumers and the companies that serve them to generate valuable market insights into the behaviors and mindsets of today s customers. Key Performance Drivers for IBM Factor 1: Connecting the Applications Truly effective CRM requires literally stepping out of the box to enhance the customer experience; these applications are, in most cases, not plug-and-play. CRM solutions require many different methods, processes and tools to deliver on their potential and promise. Frost & Sullivan independent analysis confirms that IBM has identified the steps that are needed to make CRM software attractive and affordable for mid-size firms. It has evaluated the CRM offerings from leading suppliers for their features, functionality, strengths and weaknesses. From this analysis, IBM has assembled and sells an integrated array of CRM-enabling solutions. These include application/data integration (WebSphere Cast Iron), business intelligence and predictive analytics (Cognos, SPSS) and collaboration (LotusLive) products. IBM can also provide CRM solutions to midmarket companies supporting data warehousing (InfoSphere), and ERP and SCM software. The IBM CRM portfolio provides BPO and contact center optimization services to enhance the customer experience, while also improving both performance and productivity. Factor 2: Partnerships Frost & Sullivan is of the opinion that IBM has wisely chosen not to offer a midmarket CRM application with traditional sales force and marketing automation, contact management and customer service/support modules. Instead, the company is offering its products and services as enhancements, which it calls a smarter approach to CRM. IBM has chosen to partner and integrate with Microsoft Dynamics, Netsuite, Oracle, SAP, and SugarCRM These solutions possess the core functionality and features that mid-size companies are looking for. With IBM s strategy, midmarket firms that have already invested in these suppliers CRM solutions can select and install IBM products and services as needed with the assurance that they will work seamlessly together. These tools also make a difference in which CRM software a company selects through IBM s brand name and reputation. IBM has clearly gained a foothold in the mid-size market segment Frost & Sullivan 4 We Accelerate Growth

6 Factor 3: Understanding Market Needs, and Opportunities IBM is clearly aware of the history of midmarket skepticism towards CRM applications. It has witnessed many installations crash and burn with expensive, IT-resource-demanding solutions that took months - if not years - from green lights to go-live. At the same time, the company has observed that the CRM vendor ecosystem has, for the most part, learned from the experience with these installations, while catching on to evolving and newer needs, such as serving the mobile and social channels. IBM senses urgency and the opportunity to serve midmarket firms that are struggling to grow in the slow economy. CRM can make a bottom-line difference for them by enhancing the customer experience and growing revenues, while improving productivity and lowering costs. IBM has seen midmarket companies now employ CRM gingerly. The company is convinced that with its selection of scalable, readily-deployable CRM enhancements integrated with other vendors advanced CRM solutions, that these companies may be more willing to embrace CRM. IBM s BPO contact call center outsourcing services cover a wide range of functions. These include marketing, sales, fulfillment, billing and collections, product support and back office claims, credit card and payment processing, account maintenance and credit verification. IBM recently developed a new and unique methodology for contact centers and its BPO services known as the Enterprise Process Innovation Continuum (EPIC). EPIC enables it to assess a company s firms business processes and performance using formal methods and analytical computer tools. IBM professionals go on to recommend and implement technologies to boost quality, process improvements, and process automation solutions. IBM also provides a full range of data integration, data warehousing, business intelligence, predictive analytics and multichannel collaboration solutions. This leader also partners with world-class solution providers in order to offer clients a wide range of applications, including integrating CRM into ERP and SCM applications. Factor 4: IT Assurance It is in the IT space where many CRM applications have floundered, being complex to integrate and requiring scarce resources. Many solutions that enhance CRM can also be resource-heavy. IT departments have reported to Frost & Sullivan about their own CRM implementation horror stories and may be understandably reluctant to welcome discussions and decisions to purchase these tools. IBM has addressed this issue in several ways. The company utilizes open source software that permits developers and IT teams to quickly and inexpensively create customized applications. This provides investment insurance to cautious buyers. IBM has convinced the market that cloud/saas delivery is a flexible and scalable option to premise-license deployment. IBM has created SOA-based and open source-using CRM enhancement products, available on-premise or in the cloud, integrated with CRM software Frost & Sullivan 5 We Accelerate Growth

7 IBM also brings to the table its strong brand and reputation. IBM has a long reputation for well-developed and engineered products and services. It is backed up by a cadre of engineers, programmers and support teams. IT departments have come to depend on IBM s robust product set and high-quality deployments. Factor 5: A True Customer Value Enhancement Solution Frost & Sullivan views Customer Value Enhancement (CVE) in the context of CRM as a predictive, adaptive approach to linking front and back office functions through advanced business intelligence. CVE provides a customer s-eye view of the world. It means developing new offers that can be served up in anticipation of customer needs, a promise to service customers while promoting loyalty, retention, and improved margins. IBM is making CRM viable for midmarket companies with its bundle of application/data integration, business intelligence, predictive analytics and collaboration solutions. Its tools are designed to enable advanced CRM software that works seamlessly with any communication channel on any device. When benchmarked against competitive CRM solutions, IBM is providing superior customer value enhancement that builds profitable long-term relationships with empowered, demanding customers. Frost & Sullivan expects that this strategy will promote further growth within the IBM partner ecosystem. Conclusion Midmarket companies depend on CRM applications with advanced functionality. The goal is to complement products and services in the market with provide front-line employees with the intelligence they need to enable their companies to stay competitive. Frost & Sullivan recognizes IBM for its excellence in the design, marketing and deployment of its CRM applications for the midmarket. It truly represents a world-class value add service capability. Frost & Sullivan firmly believes that IBM will continue to deliver meaningful solutions that enhance the customer service experience, promote strong brand loyalty, and bring about high levels of performance and profitability for its clients. Frost & Sullivan is therefore quite pleased to present the 2012 Customer Value Enhancement Award to IBM Frost & Sullivan 6 We Accelerate Growth

8 The CEO 360-Degree PerspectiveTM - Visionary Platform for Growth Strategies The CEO 360-Degree Perspective model provides a clear illustration of the complex business universe in which CEOs and their management teams live today. It represents the foundation of Frost & Sullivan's global research organization and provides the basis on which companies can gain a visionary and strategic understanding of the market. The CEO 360-Degree Perspective is also a must-have requirement for the identification and analysis of best-practice performance by industry leaders. The CEO 360-Degree Perspective model enables our clients to gain a comprehensive, action-oriented understanding of market evolution and its implications for their companies growth strategies. As illustrated in Chart 5 below, the following six-step process outlines how our researchers and consultants embed the CEO 360-Degree Perspective into their analyses and recommendations. Chart 2: CEO's 360-Degree Perspective Model 2012 Frost & Sullivan 7 We Accelerate Growth

9 Critical Importance of TEAM Research Frost & Sullivan s TEAM Research methodology represents the analytical rigor of our research process. It offers a 360-degree view of industry challenges, trends, and issues by integrating all seven of Frost & Sullivan's research methodologies. Our experience has shown over the years that companies too often make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Frost & Sullivan contends that successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. In that vein, the letters T, E, A and M reflect our core technical, economic, applied (financial and best practices) and market analyses. The integration of these research disciplines into the TEAM Research methodology provides an evaluation platform for benchmarking industry players and for creating high-potential growth strategies for our clients. Chart 3: Benchmarking Performance with TEAM Research About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan 8 We Accelerate Growth

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