1) First, there are the low cost CRM products (including the SaaS ones) – the Microsoft Dynamics CRM’s and Salesforce.com’s of the world. These can be effective tactical solutions (without necessarily taking a strategic view of the business) -– but users need to accept the functional scope, customization and integration limitations of the solution and the fact that typically these are not the best economic choice over the long term. Such vendors also often lack own professional services and vertical industry knowledge, and thus rely heavily on partners.
2) At the other end of the spectrum, there are so called "mega vendors" (no names, no pack drill here!), with their "one size fits all mentality" and their value proposition about building a complete technology stack – CRM & ERP – on the same platform. This option, often bundled with too many products with overlapping functionality, comes at a significant price, particularly if the users don’t want to follow the “standard” customer-facing processes that these vendors provide.
Given that these large vendors' strategy is about the product stack rather than on finding a tight solution fit, the CRM processes they provide to users and to their competitors are similar. It makes it incredibly difficult (and expensive) to then create a truly differentiated customer experience that is tightly aligned to the customer experience vision. Also, customization and integration are often cumbersome, with total costs and time of implementations high, while the vendor's focus is on the product, rather than on services (which are then often outsourced to partners).
3) Logically then, there’s Consona CRM, which claims the differentiation of recognizing that every user company has to be able to at will align and maintain its customer-facing processes over time. After all, we live in a changing world where if we don’t adapt, ultimately we don’t survive. Consona CRM has built the technology, which supports the lofty vision outlined above, within the conceptual bullet points below:
Will conform the CRM solution to the user's needs;
Will provide the depth of customization & integration;
Aiming for the lowest total cost of ownership (TCO) in the long-term;
Having a leading direct consulting organization;
Enabling a strategic CRM view; and
Continually working to improve and enhance the offering.