TMCnet News
MPOS Adds What CRM Lacks, Report Finds By David Sims TMCnet Contributing Editor Marketing process optimization solutions are "revolutionizing workflows, creating greater efficiencies and reducing departmental expenditures," addressing the needs of marketers "unable to be met with existing customer relationship management (CRM)," according to a new analysis from Frost & Sullivan, titled "World Marketing Process Optimization Solutions Markets." The study reveals that the market earned revenues of $216 million in 2006 and estimates this to reach $728 million in 2013. "The MPOS market is a value chain of product suites that provides firms the ability to execute marketing functions including planning, creation of print and digital media, budgeting key resources, collecting and archiving marketing content and digital media, distributing, workflow management and performance analysis," says Frost & Sullivan Research Analyst Aimee Roberts. MPOS products offer ways to help with accountability of workflows, project management and measuring outcomes. The idea is that by enabling organizations to monitor and access individual and team workflows, project cycles are shortened and the company can reduce expenditures and usage of organizational resources. "Coordination across different media channels has become more complex. The addition of new channels and calendaring channel usage across different campaigns or products proves to be a Herculean task as customers have become less receptive to direct mailings and e-mails," says Roberts. A Frost & Sullivan report last summer found that the North American IP The study also found that the small-to-mid market for contact centers continued growing in 2005, and forecasts a further increase of revenue and share of the overall contact center market "while sales among larger contact centers proportionally decline." Frost & Sullivan pointed to "saturation within the large contact center market" as "likely to be a major restraint for contact center vendors, as it is curbing demand for new systems." "Improvements in reliability" and "voice quality," along with tailor-made vendor migration programs, are "largely helping overcome the initial resistance to Internet protocol among small- mid sized contact centers in North America," the tech research firm found. Notable factors contributing toward this trend include a growing awareness of the benefits among companies of customer service technologies, as well as the need for larger enterprises to locate smaller contact centers in areas where skilled, cost-effective labor is more readily, the report suggested. David Sims is a contributing editor for TMC (News - Alert) Net. For more articles please visit David Sims' columnist page. |
