Understanding the Gartner Magic Quadrant for customer communications management software
One of our preferred customer communications management (CCM) platforms is Inspire, a powerful, enterprise-grade solution that is developed by Quadient, formerly GMC Software.
Quadient (and Inspire) are consistently placed in the ‘leader’ section in their Magic Quadrant analysis of customer communications management (CCM) software providers.
But what does this mean for companies looking for a CCM provider?
Let’s break down what Gartner’s research means and how it can help you transform your customer communications.
What is the Gartner Magic Quadrant?
Gartner, the global research and advisory firm, created their Magic Quadrant concept as a way to compare and evaluate competing firms in major technology markets. Gartner begins by researching the market in question, and then plots the results in a graph that shows how Gartner considers the firm is executing its stated vision, and how well they are performing against Gartner’s view of the market.
The quadrant has four sectors:
Challengers execute well and may dominate a segment, but do not have an understanding of market direction.
Niche players focus on a small segment, or they may be unfocused, and they fail to outperform their competitors.
Visionaries understand where market is heading, but are less successful at execution.
Leaders are positioned for the future and adept at execution.
Inspire, DocCentrics and the Magic Quadrant
Quadient (GMC Software) is consistently placed in the Magic Quadrant for Customer Communications Management (CCM) software. In 2017, they were the most advanced vendor in the Leader sector. This is based on Gartner’s assessment of the four core elements of CCM solutions: design tools, composition engine, rules engine and multichannel output management.
Gartner also recognises the following innovations that expand on these four core components:
- Analytics and search capabilities to learn from customer behaviour and improve customer experience (CX)
- Social and mobile features
- Integration with other content platforms, marketing tools and CRM platforms
- Dynamic composition based on customer data and real-time activity
What makes Inspire a leader in the Magic Quadrant?
Gartner pinpoints a few qualities that earn Inspire the coveted leader designation:
“GMC is moving beyond traditional CCM to context-enriched communication via a platform that includes business analytics.”
“GMC is investing heavily in customer journey mapping tools that connect Inspire’s CCM capabilities with a customer experience platform (including business intelligence tools) to facilitate multichannel, context-rich communications.”
“GMC’s Inspire is adept at supporting interactive and on-demand communications. Inspire’s capacity to handle large volumes of data and batch mode processing was singled out by its customer references.”
These are some of the qualities that lead us to frequently deploy Quadient’s Inspire for our clients. Inspire has the capacity to transform customer communications today, as well as the agility to keep up with a rapidly-changing technological landscape.
By using Inspire, we can help our clients send more effective communications to their customers, making every message feel like it was hand-crafted by a dedicated team of professionals.
Magic Quadrant evaluation criteria
Gartner explains their evaluation criteria (taken from Gartner’s Magic Quadrant for Customer Communications Management Software 2017):
"Ability to Execute Product/Service: Core goods and services offered by the vendor for the defined market.
Overall Viability: Viability includes an assessment of the overall organization’s financial health, the financial and practical success of the business unit, and the likelihood that the individual business unit will continue investing in the product.
Sales Execution/Pricing: The vendor’s capabilities in all presales activities and the structure that supports them.
Market Responsiveness/Record: Ability to respond, change direction, be flexible and achieve competitive success as opportunities develop, competitors act, customer needs evolve and market dynamics change.
Marketing Execution: The clarity, quality, creativity and efficacy of programs designed to deliver the organization’s message to influence the market, promote the brand and business etc.
Customer Experience: Relationships, products and services/programs that enable clients to be successful with the products evaluated.
Operations: The ability of the organization to meet its goals and commitments.
Completeness of Vision Market Understanding: Ability of the vendor to understand buyers’ wants and needs and to translate those into products and services.
Marketing Strategy: A clear, differentiated set of messages consistently communicated throughout the organization and externalized through the website, advertising, customer programs and positioning statements.
Sales Strategy: The strategy for selling products that uses the appropriate network of direct and indirect sales, marketing, service, and communication affiliates that extend the scope and depth of market reach, skills, expertise, technologies, services and the customer base.
Offering (Product) Strategy: The vendor’s approach to product development and delivery that emphasizes differentiation, functionality, methodology and feature sets as they map to current and future requirements.
Business Model: The soundness and logic of the vendor’s underlying business proposition.
Vertical/Industry Strategy: The vendor’s strategy to direct resources, skills and offerings to meet the specific needs of individual market segments, including vertical markets.
Innovation: Direct, related, complementary and synergistic layouts of resources, expertise or capital for investment, consolidation, defensive or pre-emptive purposes.
Geographic Strategy: The vendor’s strategy to direct resources, skills and offerings to meet the specific needs of geographies outside the “home” or native geography, either directly or through partners, channels and subsidiaries as appropriate for that geography and market."
Want to know more about Quadient Inspire?
Our consultants can help you evaluate CCM solutions and understand the potential of transforming the way you create, manage and send your customer communications. Contact us today for a demonstration.