2 min readUsability key metric for CRM


The best-performing CRM vendors across the globe are focusing on usability to provide business and marketing solutions that are easily accessed and simple to learn, according to a new report.

Consultancy firm Nucleus Research’s Technology Value Matrix for CRM study found that functionality and ease of use are becoming key market differentiators as the sector continues to mature.

One way in which vendors are definably improving their approach is by simplifying user interfaces, according to the survey.

Rebecca Wettemann, vice-president at Nucleus Research, said major shifts have taken place within the market as the “accelerated cadence of releases” alters how CRM is seen by many firms.

“Providers focusing on real usability improvements and following the dark cockpit principles of simplify, focus, and automate are starting to widen the gap, challenging others to play catch-up,” she added.

Nucleus expects the coming months to see providers further improve their offering by investing in cutting-edge functions such as territory management, configure-price-quote, and performance management, making these core parts of much CRM software.

Finally, the organisation found that decisions around adopting or switching CRM technology are becoming more important for many companies as they realise the potential benefits it can bring when utilised effectively.

Rather than simply looking at product roadmaps, companies are placing more emphasis on long-term relationships with CRM providers, assessing what they can offer them over the years to come in terms of commitment and partnership.

This follows a report published by Nucleus early last year showing that usability is also a key metric in the business intelligence (BI) industry, one that has close links to CRM software.

“As the previously monolithic world of BI fragments, the now varied world of analytic applications has vendors pursuing best-of-breed solutions for narrow markets. As they carve out their niches, we see a growing need for solutions that are smarter, more intuitive and easier to use,” declared principle analyst Nina Sandy.