Critical Capabilities for CRM and Customer

Experience Implementation Services,

Worldwide
Published: 13 June 2018 ID: G00334691

Analyst(s): Patrick Sullivan, Ed Thompson

Service providers' capabilities differ across the three use cases of commonly
executed CRM and customer experience implementations. Application
leaders supporting CRM and CX initiatives should use this document to
choose a provider with capabilities best matching their own use case.

Key Findings
■ Clients of CRM and customer experience (CX) implementation consistently emphasize the need
for business change consulting and executive commitment to drive success in achieving
desired outcomes.
■ The CRM technology implementation use case can be sourced successfully as a "commodity,"
with requirements centered on domain (such as sales or customer service), software platform,
geography and culture.
■ The complex customer experience implementation use case is the most difficult to source due
to the many competencies needed, and fewer providers having all these skills.
■ The customer strategy consulting use case has the widest variance across providers due to
skills in business acumen, business process transformation and CX architecture.

Recommendations
Application leaders supporting CRM and CX initiatives should:

■ Never underestimate the amount of business change that may be required, even for core CRM
technology implementations.
■ Evaluate providers for the CRM technology implementation use case based on fulfilling core
requirements, pricing and team members.
■ Scrutinize the proposed project team members to assure all skills are assembled for the
complex customer experience implementation use case.
 ■ Demand references from similar clients to reduce project risk for the customer strategy
consulting use case to demonstrate domain, business process transformation and customer
architecture competencies.

What You Need to Know

This document was revised on 2 July 2018. The document you are viewing is the corrected version.
For more information, see the Corrections page on gartner.com.

This Critical Capabilities analysis describes three common use cases related to initiatives to improve
CX and/or implement CRM technologies. Against these three use cases, we compare and contrast
the largest CRM and CX consulting and implementation providers to demonstrate the different
strengths of service providers relative to the three use cases. It is not inclusive of all CRM and CX
implementation providers, just the top 21 worldwide — those that appear in the Gartner Magic
Quadrant and, thus, meet a set of inclusion criteria. It does not mean that these are the only
providers that might be the best fit for your project, and we always recommend considering smaller
and more specialized providers in addition to those profiled in this document.

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 Analysis
Critical Capabilities Use-Case Graphics

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 Figure 1. Vendors' Product Scores for CRM Technology Implementation Use Case

Source: Gartner (June 2018)

Page 4 of 37 Gartner, Inc. | G00334691

 Figure 2. Vendors' Product Scores for Complex Customer Experience Implementation Use Case

Source: Gartner (June 2018)

Gartner, Inc. | G00334691 Page 5 of 37

 Figure 3. Vendors' Product Scores for Customer Strategy Consulting Use Case

Source: Gartner (June 2018)

Page 6 of 37 Gartner, Inc. | G00334691

 Vendors

Accenture
Accenture is well-suited for all use cases:

■ Complex customer experience implementation

■ Customer strategy consulting
■ CRM technology implementation

Strategy: Accenture approaches the market utilizing a consultative approach for technology-
enabled business transformation perspective. Accenture Digital is the business unit responsible for
implementing digital technology and CX implementation services. Accenture Digital collaborates
with Accenture Strategy, which provides digital strategy and business transformation consulting,
and Accenture Consulting, which focuses on digital transformation. Accenture Technology is the
business unit that focuses on CRM technologies such as Salesforce, SAP, Oracle and other
software for CRM implementation and application management services. Gartner estimates that
Accenture is one of the two largest CRM and CX service providers, with 2017 revenue estimated to
1
be about $3.4 billion.

Geography: Accenture has the ability to support global and multinational accounts due to its
extensive scale and global breadth, and clients across all regions. Accenture's market focus is well-
distributed globally, with 50% of CRM revenue from North America; 37% from Europe, the Middle
2
East, Africa and Latin America; and 13% from Asia/Pacific.

Industry: Accenture has presence and capabilities in virtually all industry sectors; however, for CRM
and CX initiatives, it has a high percentage of revenue from banking, insurance, consumer goods,
3
life sciences, manufacturing, telecom/media and energy/utilities.

Key Strengths: Because of the breadth of competencies, Accenture is best for complex customer
experience implementations, such as multichannel commerce and digital marketing that include
complex technology integration. Accenture Strategy and Accenture Consulting support CX strategy
and design, and Accenture Digital translates this into solutions. Accenture has the largest practices
in staff and revenue for the major CRM software platforms (Salesforce, Adobe, Microsoft Dynamics
CRM [with Avanade], Pegasystems, SAP Cloud (Hybris), Oracle Cloud, Siebel and SAP CRM).
Accenture scored well across a broad set of competencies and particular strengths in CX thought
leadership, business acumen, customer information architecture and digital design capabilities. Key
strengths in technical implementation competencies include technical integration, technology
architecture, data migration and business change management.

Atos
Atos is best-suited for the following use cases:

■ Complex customer experience implementation

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 ■ CRM technology implementation

Strategy: Atos has deep technology consulting and integration capabilities focused on customer
service, multichannel sales and commerce solutions. Atos is strong in customer service solutions
and, with the Worldline subsidiary, also focuses on commerce and payment processes. Atos is a
good fit for clients deploying complex commerce solutions that require both CRM technical and
implementation skills based on the major CRM technology software. Atos strategy relies on
platforms called Customer Engagement and Codex (analytics) to extend value to clients. Atos is the
11th-largest CX and CRM service provider worldwide, with 2017 implementation revenue of about
1
$750 million.

Geography: Atos' CRM and CX geographic presence is greatest in Europe, with 83% of revenue
from there, but is rapidly expanding globally; 9% of revenue from North America; 6% from Asia/
2
Pacific; and 2% from Latin America.

Industry: Atos generates a high percentage of revenue for CRM and CX from retail/wholesale,
3
banking, insurance, public sector, telecom/media, manufacturing and transportation/hospitality.

Key Strengths: Atos' strengths lie in technology solutions for commerce and customer service, as
well as in its partnerships with core technology providers. Atos' largest focus is on commerce and is
a core strength due to capabilities from Worldline. Atos subsidiary Unify supports organizations with
CX center strategy through OpenScape Contact Center, alongside Worldline's complementary
cloud-based contact center solutions. Atos has practices that support Salesforce, Oracle Cloud,
SAP Cloud (Hybris), SAP CRM, Pegasystems, Siebel and Microsoft Dynamics CRM. The
combination of platform partnerships and internal solutions positions Atos as a strong provider for
multichannel commerce and customer service initiatives, with the objective to increase revenue
from integrated marketing, sales, commerce and customer service. Atos utilizes CX labs, design
studios and agile techniques to drive CX, especially in applications for online payments and
commerce.

BearingPoint
BearingPoint is well-suited for the following use cases:

■ Complex customer experience implementation

■ Customer strategy consulting

Strategy: BearingPoint and alliance partners West Monroe Partners, Grupo ASSA and ABeam
Consulting are all regional business consulting and strategy firms. Collectively, they support clients
globally through their alliance partnership. BearingPoint and ABeam approach CX from a consulting
and applied analytics perspective, with a focus on revenue growth from sales and commerce. West
Monroe Partners and Grupo ASSA are more focused on technology implementation of core CRM
technologies. Gartner estimates that BearingPoint, combined with its partners, makes up the 16th-
1
largest CX and CRM service provider worldwide, with 2017 revenue of about $500 million.
BearingPoint is a good fit for clients looking for CX strategy and design, as well as multichannel CX
solutions, with a focus on select industries.

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 Geography: The global network can cover all geographies; however, from a CRM and CX
perspective, the largest market presence is in Europe due to BearingPoint's market focus. Europe
produces 60% of BearingPoint's revenue; while 31% comes from Asia/Pacific (supported by
ABeam); 9% comes from North America, with West Monroe Partners; and 1% comes from Grupo
2
ASSA in Latin America.

Industry: In Europe, BearingPoint focuses on banking, telecommunications, automotive,

manufacturing, government, retail and energy/utilities. West Monroe Partners is much smaller, with a
focus on banking, healthcare, insurance, telecommunications, energy/utilities, retail and consumer
3
goods.

Key Strengths: BearingPoint's strengths include a consultative-led approach that encompasses

business acumen, business change management, customer analytics, sales and commerce
solutions. BearingPoint has strengthened its digital design capabilities organically and through
partnerships. West Monroe has similar competencies and addresses North American clients with
additional competencies in digital design and large Salesforce practice. BearingPoint is a good
choice for European enterprises looking for CX strategy and consulting, along with analytics, as part
of their solution. West Monroe is a good choice for North American enterprises looking for CX
strategy and front-office transformation with Salesforce. ABeam and Grupo ASSA are good choices
for Asian and Latin American clients, respectively, looking for CRM software implementation.

Capgemini
Capgemini is best-suited for the following use cases:

■ CRM technology implementation

■ Complex customer experience implementation

Strategy: Capgemini is a global service provider that is focused on customer service solutions and
commerce projects that require a combination of business innovation, CRM technical advisory and
implementation skills. Capgemini's digital CX brings a wide range of competencies that integrate
industry, consulting, CRM technology, digital design and analytics capabilities. Capgemini has
aggressively invested in digital design, business consulting, CRM technology expertise and
innovation centers, with acquisition and reskilling of staff to grow the CRM and CX capabilities.
Gartner estimates that Capgemini is the third-largest CX and CRM implementation provider
1
worldwide, with 2017 CRM and CX implementation service revenue to be about $3.0 billion.

Geography: Capgemini has a global presence for CRM and CX, with 63% of revenue from Europe,
2
29% from North America, 6% from Asia/Pacific and 2% from Latin America.

Industry: Capgemini goes to market by industry and approaches projects from an industry-specific
perspective. Capgemini generates a high percentage of revenue for CRM and CX from insurance,
3
banking, automotive, consumer goods, retail, energy/utilities and public sector.

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 Key Strengths: Capgemini has practices that support all the major CRM platforms (Salesforce,
Oracle Cloud, Siebel, SAP Cloud [Hybris], SAP CRM, Pegasystems, Adobe and Microsoft Dynamics
CRM). Key capabilities in technical implementation include customer service solutions and
commerce solutions. Capgemini's key strengths include CRM technology, information architecture
and customer service solutions. Capgemini has enhanced its approach to projects to bring
innovation and business change competencies with digital design and commerce expertise through
multiple recent acquisitions, including Itelios (commerce), Lyons Consulting Group (commerce),
Idean (digital strategy) and Fahrenheit 212 (innovation/design). These competencies are particularly
effective with support of commerce and multichannel CX initiatives.

Cognizant
Cognizant is best-suited for the following use cases:

■ CRM technology implementation

■ Complex customer experience implementation

Strategy: Cognizant is strong in core CRM technologies and digital design, achieving above-
average growth rates through a strategy of focused attention within key accounts and core
industries. Cognizant goes to market with a focus on sales and customer service solutions within
four core industries (banking, insurance, healthcare/life sciences and retail/hospitality). Cognizant's
Digital Business unit takes the lead on CRM and CX implementation projects, with a combination of
CRM technology capabilities, design thinking and client-centric execution. Gartner estimates that
Cognizant is the sixth-largest CX and CRM service provider worldwide, with total 2017 revenue from
1
CX and CRM implementation services of about $1.4 billion.

Geography: Cognizant's geographic presence is greatest in North America, representing 77% of its
CRM and CX revenue. However, it is expanding globally, with 18% within Europe (dominated by the
2
U.K.) and 5% in Asia/Pacific.

Industry: Cognizant focuses on the select industries of banking, insurance, healthcare, life sciences
3
and retail, consumer products, and hospitality.

Key Strengths: Cognizant has strong technical implementation skills, particularly, within its core
select industries deploying sales and customer service solutions. Cognizant has practices in Siebel,
Salesforce, Adobe and Pegasystems, with additional competencies in SAP CRM, SAP Cloud
(Hybris), Oracle Cloud and Microsoft Dynamics CRM. Cognizant has been rapidly building creative
and digital design capabilities through the acquisitions of digital strategy firms (ReD Associates,
Idea Couture and Brilliant Service) and digital marketing agencies (Mirabeau, Quick Left, Netcentric
and Zone). The combination of platform technical skills and technology consulting, technology
integration and digital design support core CRM implementation of sales and customer service
systems, with increasing capabilities to implement complex customer experience and multichannel
solutions.

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 Deloitte
Deloitte is well-suited for all use cases:

■ Complex customer experience implementation

■ Customer strategy consulting
■ CRM technology implementation

Strategy: Deloitte approaches CX services as part of digital business transformation, leveraging

business and industry consulting, along with digital and CX expertise. Deloitte brings together a full
set of capabilities focused on transforming customers' front office that includes strategy, business
process consulting, CRM technology, change management, digital design and analytics. Gartner
estimates that Deloitte is the one of the largest CX and CRM implementation service providers
1
worldwide, with 2017 CX and CRM revenue estimated to be $3.5 billion. Deloitte is a good fit for
clients looking for a collaborative provider for CRM strategy and consulting-led initiatives focused
on multichannel CX and commerce.

Geography: Deloitte has the ability to support global and multinational accounts due to its
extensive scale and global breadth. Deloitte's market focus is well-distributed globally, with 61% of
CRM revenue from North America, 27% from EMEA, 10% from Asia/Pacific and 2% from Latin
2
America.

Industry: Deloitte has significant presence and capabilities in virtually all industry sectors, but CRM
and CX initiatives generate a high percentage of revenue from manufacturing, high technology,
3
retail/wholesale, utilities/energy, life sciences and public sector/education.

Key Strengths: Deloitte Digital brings a focus to CX and digital-enabled workplaces, and it has
evolved into the focal point for CX, leveraging the disciplines needed for complex digital business
transformations. Deloitte was rated highly across all competencies, especially, the key
competencies needed for consulting and complex CX solutions, including commerce, multichannel
sales and customer service. Strong capabilities include business acumen, business process
transformation, business change management, architecture skills, and digital design and user
interfaces. Deloitte also has solid CRM technology skills with technology practices for Salesforce,
Siebel, SAP CRM, SAP Cloud (Hybris), Oracle Cloud, Adobe, Pegasystems and Microsoft Dynamics
CRM.

EY
EY is best-suited for the following use cases:

■ Customer strategy consulting

■ Complex customer experience implementation

Strategy: EY focuses on CX strategy and business transformation, leveraging business and industry
consulting and CX expertise. EY's brand promise is "building a better working world." It is a good fit

Gartner, Inc. | G00334691 Page 11 of 37

 for enterprises that seek business-consulting-led CX strategy, design and road-mapping of
solutions, particularly, for complex CX solutions and commerce. Gartner estimates that EY is the
18th-largest CX and CRM consulting and implementation service provider worldwide, with 2017 CX
1
and CRM revenue estimated at about $425 million. EY's strength is in pulling together CX
strategies and roadmaps that extend from visualization to design. This leverages EY's innovation
centers and Wavespace centers worldwide that specialize in different technologies, domains and
competencies. EY recently acquired Sonoma Partners and Citizen to strengthen EY's digital design
and implementation capabilities.

Geography: EY has the ability to support global and multinational accounts due to its extensive
scale and global breadth. EY's market focus is well-distributed globally, particularly, in emerging
regions, with 31% of CRM revenue from North America, 44% from EMEA (including Middle East
2
and Africa), 21% from Asia/Pacific and 4% from Latin America.

Industry: EY generates a high percentage of CX revenue from automotive, manufacturing, retail/

3
wholesale, utilities/energy, banking, healthcare and life sciences.

Key Strengths: EY utilizes CX strategy and business consulting to transform customers' front office
that includes strategy, business process consulting, change management and analytics. EY has all
the major competencies needed for CX transformations. Strong capabilities include business
acumen, business process transformation, business change management, architecture skills and
industry expertise. EY is effective with digital experience engagements, and it is a good fit for a
partner with strong business consulting and process consulting capabilities to bring vision to
pragmatic CX designs and develop roadmaps to implement and execute those designs. EY is also
good in working as part of an ecosystem with software partners and other service firms that extend
and complement its capabilities.

HCL Technologies
HCL Technologies is best-suited for the following use cases:

■ CRM technology implementation

■ Complex customer experience implementation

Strategy: HCL Technologies takes an industry orientation to CRM implementation projects and
brings technology expertise that leverages customer architecture, analytics and industry
understanding with an emphasis on multichannel sales and commerce. Gartner estimates HCL is
the 17th-largest provider, with total CX and CRM implementation service revenue of about $400
1
million for 2017. HCL's competencies are best-suited for clients looking for delivery of complex
cost-effective sales and commerce services requiring complex technology architectures and
integration, particularly, for Microsoft Dynamics CRM, SAP CRM, SAP Cloud (Hybris) and Adobe.

Geography: HCL Technologies has the ability to support global and multinational accounts due to
its global breadth. HCL's market focus is well-distributed globally, with 58% of CRM revenue from
2
North America, 30% from EMEA, 11% from Asia/Pacific and 1% from Latin America.

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 Industry: HCL Technologies generates a high percentage of revenue for CRM and CX from the
3
banking, consumer goods, manufacturing, high-technology, retail and life science sectors.

Key Strengths: Key strengths are in technical consulting and implementation competencies related
to sales and commerce. This includes strong architecture, customer information, analytics and
system integration competencies. HCL has a Microsoft Dynamics CRM practice through the
PowerObjects acquisition. HCL has significant practices for SAP CRM and SAP Cloud (Hybris). HCL
also has smaller practices in most other platforms (Siebel, Oracle Cloud, Salesforce and Adobe).
HCL has developed industry-specific CRM solutions, including for life sciences, medical devices,
utilities, and travel and transportation.

IBM iX
IBM iX is well-suited for all use cases:

■ Complex customer experience implementation

■ Customer strategy consulting
■ CRM technology implementation

Strategy: IBM iX brings together competencies focused on front-office transformation, digital

design, analytics and commerce, and applies these with business and technology consulting
competencies. The Bluewolf acquisition brought Salesforce skills, along with the ability to deliver
small agile projects that extended its portfolio of CRM and CX offerings. IBM iX goes to market by
vertical industry; however, the strategy is to leverage core horizontal and technical assets that are
then adapted to each client situation. IBM iX is among the largest providers of CX and CRM
implementation services, with 2017 global revenue for CRM-related implementations estimated to
1
be just under $3 billion. IBM iX is a good fit for clients that need both business consulting and CRM
technology skills to address complex CRM and CX initiatives.

Geography: IBM iX has an extensive global footprint and the ability to support global and
multinational clients, with 35% of CRM revenue from North America, 35% from EMEA, 25% from
2
Asia/Pacific and 5% from Latin America.

Industry: IBM iX has significant presence and capabilities in virtually all industry sectors; however,
CRM and CX initiatives generate a high percentage of revenue from banking/securities, insurance,
3
public sector, transportation/travel, telecom/media and retail.

Key Strengths: IBM iX has a wide range of business, CRM and CX strategy competencies. Key
strengths are in business consulting, business change management, technology architecture,
system integration and digital design. IBM iX has technology expertise in all major CRM
technologies (Salesforce, Siebel, SAP CRM, Microsoft Dynamics CRM, Pegasystems and Adobe),
coupled with consulting that supports large-scale projects and business change. IBM iX focuses on
complex front-office transformations associated with multichannel sales and commerce CX that
leverages strengths in information architecture, digital design and mobility.

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 Infosys
Infosys is best-suited for the following use cases:

■ CRM technology implementation

■ Complex customer experience implementation

Strategy: Infosys approaches CX and CRM services from a technology transformation and analytics
perspective that is aligned with its core customer base of IT buyers. Infosys focuses on core CRM
solutions for sales and customer service, but extends the capabilities leveraging design thinking and
customer analytics. Gartner estimates Infosys is the 10th-largest CRM service provider worldwide,
1
with estimated total CX and CRM implementation revenue in 2017 of about $950 million. Infosys is
a good fit for CRM implementation for sales and customer service initiatives, particularly, when
analytics is part of the solution.

Geography: Infosys has a global presence, with revenue generated from all regions, with 57% of
CRM revenue from North America, 26% from EMEA, 16% from Asia/Pacific and 1% from Latin
2
America.

Industry: Infosys generates a high percentage of CRM and CX revenue from banking/securities,
3
automotive, manufacturing, telecom/media, retail and natural resources.

Key Strengths: Infosys' strengths lie in CRM technology and analytics. It is customer-centric, with a
commitment to client engagement success and demonstrating a deep understanding of CRM
technologies. Infosys has practices focused on all the major core CRM platforms of Salesforce,
Microsoft Dynamics CRM, Siebel, SAP CRM, Oracle Cloud and Adobe. Infosys is strong in
customer analytics in deployment of sales and customer service solutions, as well as extending
these to develop a single view of the customer. Infosys has also developed accelerators and
platforms specifically targeted at digital transformation. EdgeVerve Systems is a wholly owned
Infosys subsidiary, and a product offering for sales and customer support solutions. The recent
acquisitions of Brilliant Basics and WONGDOODY are increasing capabilities related to consultative
design thinking and digital design.

North Highland
North Highland is best-suited for the following use cases:

■ Customer strategy consulting

■ Complex customer experience implementation

Strategy: North Highland is an employee-owned business consulting firm focused on digital

consulting and CX operations transformation. North Highland helps clients visualize how the
business can be transformed through bringing together business strategy, journey mapping and
business consulting to develop CX strategies. It utilizes a delivery model that provides CX
consulting from local offices for client intimacy, but has limited scale for large CRM technology
implementations. Gartner estimates that North Highland is the 21st-largest CX and CRM consulting
and implementation service provider worldwide, with 2017 CX and CRM revenue estimated at about

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 1
$300 million. North Highland is a good fit for enterprises that seek to start with business-
consulting-led CX strategy, design and roadmaps that combine business and technology as part of
the architecture.

Geography: North Highland's geographic presence is greatest in North America, but it can support
clients in Western Europe. North Highland can support clients worldwide through its Cordence
Worldwide alliance. North Highland generates 80% of CRM revenue from North America and the
2
remaining 20% from EMEA.

Industry: North Highland generates a high percentage of CX revenue from banking/securities,

3
healthcare, retail, public sector and telecom/media.

Key Strengths: North Highland integrates CX strategy, business consulting and technology
architectural capabilities to support clients in transforming their front office. Key strengths include
business consulting, business change management, technology architectures, customer
architectures and customer analytics. North Highland works locally with clients in a highly engaged
manner, with small teams of senior-level consultants. Although North Highland has solid CRM
technology design and architectural capabilities, there is limited scale for CRM technology
implementation, with Salesforce as the largest practice.

NTT DATA
NTT DATA is best-suited for the following use cases:

■ CRM technology implementation

■ Customer strategy consulting

Strategy: NTT DATA is a global technology provider that has expanded rapidly through the
acquisition and integration of many firms, with a wide range of capabilities that are melding
together. NTT DATA has strong capabilities in CRM and CX process design, architecture, and CX
process transformation centered on sales and customer service operations. This pulls together
business CX vision, business consulting, customer analytics and CRM technology competencies to
assist clients with CX strategies and pragmatic implementation for sales and customer service.
Gartner estimates that NTT DATA is the fifth-largest CX and CRM implementation service provider
1
worldwide, with 2017 revenue estimated to be about $1.3 billion.

Geography: NTT DATA has a global footprint. However, it still has the greatest focus in Asia/Pacific
due to the Japanese market, with 54% of CRM revenue from there, 28% of revenue from EMEA,
2
17% from North America and 1% from Latin America.

Industry: NTT DATA approaches CRM services from an industry perspective. Globally, the
industries of focus include banking, automotive, discrete manufacturing, retail and public sector. In
Japan, it has an additional focus on telecommunications; in North America, it has an additional
3
focus on healthcare.

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 Key Strengths: NTT DATA approaches projects from a pragmatic perspective, working with clients
to understand their business objectives and strategy, and then using its broad mix of competencies
that are brought together for clients for CX transformations. The competencies of strength include
business process consulting, business process transformation, customer architecture, customer
analytics and core CRM technology skills. NTT DATA has practices in Salesforce, SAP CRM, Siebel
(particularly, in Europe) and Microsoft Dynamics CRM. NTT DATA's strategy is increasingly to focus
on select industries, including manufacturing, banking, insurance, healthcare and
telecommunications. NTT DATA is also becoming more integrated with other NTT Group units,
including Dimension Data and NTT Communications.

PwC
PwC is best-suited for the following use cases:

■ Customer strategy consulting

■ Complex customer experience implementation

Strategy: PwC focuses on CX and CRM strategy, technology design, and execution needed for
business transformations. PwC approaches CX and CRM services by combining business
consulting, CX vision and technology within a consultative approach, but also bringing strong CRM
technology implementation and digital design capabilities. PwC is a good fit for enterprises seeking
business-consulting-led complex CX solutions in specific industries and geographies. Gartner
estimates that PwC is the seventh-largest CX and CRM service provider worldwide, with 2017
1
revenue estimated at about $1.4 billion. PwC addresses the "always-on customer," supporting
clients through the strategy and solution design phases of CX and CRM that often use design
thinking and innovation centers.

Geography: PwC's geographic presence is greatest in North America, with 76% of CRM and CX
revenue from there; however, it has global reach, with 11% of revenue from Europe, 12% from Asia/
2
Pacific and 1% from Latin America.

Industry: PwC is industry-oriented, with a focus on life sciences, manufacturing, consumer goods,
3
retail, hospitality, utilities/energy and telecom/media.

Key Strengths: PwC's core strengths are the ability to combine business consulting with digital
experience and CRM technology to change client's front-office CX, and to integrate this into back-
office operations. PwC has strong competencies in business consulting, business acumen, industry
expertise and business change management. PwC is also strong in information architecture,
technical architecture and system integration skills, particularly, when applied to sales and
marketing initiatives. PwC also has technology practices for Salesforce, Oracle Cloud, SAP Cloud
(Hybris), Adobe and SAP CRM.

Reply
Reply is best-suited for the following use cases:

Page 16 of 37 Gartner, Inc. | G00334691

 ■ Complex customer experience implementation
■ Customer strategy consulting

Strategy: Reply is a European firm focused on sales and commerce solutions delivery, using
creativity, CRM technology designs and pragmatic consulting. Reply approaches CX and CRM
implementations from an information-centric perspective based on customer information,
architecture, digital design and analytics skills. Gartner estimates that Reply is the 14th-largest CX
1
and CRM service provider worldwide, with 2017 revenue estimated at about $550 million. Reply
best supports enterprises seeking to increase revenue from sales and commerce initiatives
leveraging customer analytics and when developing a single view of customers.

Geography: Reply's geographic presence is greatest in Europe, with 94% of CRM and CX revenue
from there. However, it supports clients globally, with 2% from Latin America, 3% from North
2
America and 1% from Asia/Pacific.

Industry: Reply goes to market by country. However, it has concentrated clients in a few select
industries that are consumer-centric, including automotive, banking, telecommunications/media,
3
travel/hospitality, retail, consumer goods and energy/utilities.

Key Strengths: Reply's strengths lie in customer-information-centric skills, including customer

information architecture, customer analytics and business acumen to support sales, commerce and
marketing efforts. Reply also brings strong business understanding for select industries, along with
mobility and digital design competencies. Reply has strong CRM technology competencies, with
practices in SAP CRM, SAP Cloud (Hybris), Salesforce, Adobe and Microsoft Dynamics CRM.

Salesforce Success Cloud

Salesforce Success Cloud is best-suited for the following use case:

■ CRM technology implementation

Strategy: Salesforce Success Cloud is the consulting, design and implementation unit within
Salesforce that helps clients architect, configure, integrate and deploy Salesforce solutions.
Salesforce Success Cloud has increased its scale and geographic reach through acquisitions and
organically in North America and Europe. Gartner estimates that Salesforce Success Cloud is the
12th-largest CX and CRM service provider worldwide, with revenue estimated at $750 million in
1
2017. Salesforce Success Cloud is a good fit for enterprises deploying complex Salesforce
solutions or when newer Salesforce technologies are being utilized.

Geography: Salesforce Success Cloud has global reach, with 64% of CRM and CX revenue from
2
North America, 27% from EMEA, 8% from Asia/Pacific and 1% from Latin America.

Industry: Salesforce Success Cloud has a large customer base and significant revenue from the
retail, consumer goods, financial services, life sciences, business services, transportation/hospitality
3
and not-for-profit industries.

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 Key Strengths: Salesforce Success Cloud focuses on consulting and architectural support for
clients that are deploying Salesforce technologies. Salesforce Success Cloud strengths relate to the
depth of understanding of the Salesforce product portfolio, with particular strengths in solution
architecture, information architecture and best practices in deployment of Salesforce solutions.
Salesforce Success Cloud typically delivers through small senior teams on rapidly executed
projects. Salesforce Success Cloud increasingly provides implementation services for core sales
cloud and service cloud deployments based on Salesforce-centric architecture.

SapientRazorfish
SapientRazorfish is best-suited for the following use cases:

■ Complex customer experience implementation

■ Customer strategy consulting

Strategy: SapientRazorfish is a digital marketing agency within Publicis Groupe (and is being
rebranded as Publicis.Sapient). SapientRazorfish has marketing, creative, experience design and
technical integration skills focused on marketing and commerce solution delivery. SapientRazorfish
approaches CX and CRM implementations from a digital design perspective that brings in
architecture, CRM technology and digital marketing, with an emphasis on digital commerce revenue
generation. Gartner estimates that SapientRazorfish is the ninth-largest CX and CRM service
1
provider worldwide. SapientRazorfish best supports enterprises seeking to increase revenue from
commerce and marketing initiatives leveraging digital design, mobility and complex technology
integration with CRM and back-office applications.

Geography: SapientRazorfish has global delivery with 71% of CRM and CX revenue from North
2
America, 24% from EMEA and 5% from Asia/Pacific.

Industry: SapientRazorfish is strongest in B2C industries, with a focus on banking/securities,

3
consumer goods, telecommunications, retail, automotive and high-technology manufacturing.

Key Strengths: SapientRazorfish's strengths lie in integration of digital agency and technology
integration competencies, and include digital design, mobile use interface development, customer
information architecture, technology architecture, technology integration and commerce.
SapientRazorfish has strong CRM technology competencies and partnerships with Adobe,
Salesforce, IBM WebSphere, Oracle Cloud and SAP Cloud (Hybris).

Slalom
Slalom is best-suited for the following use cases:

■ CRM technology implementation

■ Customer strategy consulting

Strategy: Slalom is a North American consulting firm that generates 30% of its total revenue from
CRM and CX implementation initiatives. Slalom has developed capabilities around CRM and CX

Page 18 of 37 Gartner, Inc. | G00334691

 process design and change for core sales and marketing delivered from local offices across North
America to increase customer intimacy and minimize travel. Slalom is a good fit for North American
enterprises that require CRM and CX solutions that have both business and technical requirements.
Gartner estimates that Slalom is the 20th-largest CX and CRM implementation service provider
1
worldwide, with 2017 revenue estimated at about $300 million.

Geography: Slalom has generated virtually all of its revenue from within North America, with a small
2
London office generating minimal review in the U.K.

Industry: Slalom approaches CRM services from a horizontal perspective, with accounts falling
within a set of consumer-centric industries, including insurance, healthcare, retail, business
3
services, education and telecommunications/media.

Key Strengths: Slalom approaches CX in a pragmatic manner, leveraging CX consulting,

technology consulting and analytics to support clients' sales and marketing operations. Slalom has
strong competencies related to business consulting, customer information architecture and CRM
technologies focused on Salesforce and Microsoft Dynamics CRM. It approaches projects working
closely with clients, using design thinking and journey maps focused on customers' operational
metrics. Slalom's strengths are focused on CX consulting related to sales, service and marketing
process improvement, along with customer information management, analytics and digital design.

Tata Consultancy Services

TCS is best-suited for the following use cases:

■ CRM technology implementation

■ Complex customer experience implementation

Strategy: Tata Consultancy Services (TCS) is global firm, with competencies in technology applied
to sales and customer service initiatives. TCS is a good fit for enterprises seeking complex
technology-heavy CRM implementation, particularly, in customer service and sales, as well as for
clients that require customer information integration as part of the solution. TCS has practices
supporting all major CRM technologies, including Siebel, Oracle Cloud, Salesforce, SAP CRM,
Pegasystems, Adobe and Microsoft Dynamics CRM. Gartner estimates that TCS is the 16th-largest
CRM service provider worldwide, with CX and CRM implementation revenue of about $500 million
1
in 2017.

Geography: TCS has a global presence, with 51% of CRM revenue from North America, 40% from
2
EMEA, 8% from Asia/Pacific and 1% from Latin America.

Industry: TCS generates a high percentage of revenue for CRM and CX from banking, securities,
3
insurance, retail, consumer goods, telecom/media and life sciences.

Key Strengths: TCS's strength is in its relationship with existing clients, which includes working
collaboratively to improve business sales and customer service processes and operations. This

Gartner, Inc. | G00334691 Page 19 of 37

 includes consulting services to design and change the sales and customer service processes. TCS
has strong capabilities related to information architecture, analytics and core CRM technologies.
TCS is viewed by clients as understanding their business issues and operations due to the tight
relationship within its client base, along with business acumen. TCS has invested in standard
approaches, accelerators, templates and processes to ensure consistent and efficient execution of
CRM-related projects. The combination of a focus on sales and customer service operational
improvement, a standardized approach, and reliable execution has led to high satisfaction and
expanded work from existing accounts.

Tech Mahindra
Tech Mahindra is best-suited for the following use cases:

■ CRM technology implementation

■ Complex customer experience implementation

Strategy: Tech Mahindra provides strong CRM technology skills, along with domain understanding
within a few select industries. Tech Mahindra has practices for all major CRM platforms that are
most heavily used in customer service, particularly, Pegasystems, Siebel and Salesforce, with
additional competencies in Adobe and Microsoft Dynamics CRM. Gartner estimates that Tech
Mahindra is the 13th-largest CRM service provider worldwide, with 2017 revenue of about $550
1
million from CX and CRM implementation services. Tech Mahindra is a good fit for enterprises that
require core CRM deployments for standard implementation or upgrades for sales and customer
service solutions.

Geography: Tech Mahindra has a global presence, with 70% of CRM revenue from North America,
2
23% from EMEA, 6% from Asia/Pacific and 1% from Latin America.

Industry: Tech Mahindra is focused on a few industries in which digital business, the Internet of
Things (IoT) and customer service all come together, including telecommunications/media,
3
automotive, manufacturing, energy/utilities, banking and healthcare.

Key Strengths: Tech Mahindra's CRM strengths lie in customer service solutions, particularly, when
applied to the telecommunications, automotive, life sciences and energy/utilities industries. Tech
Mahindra has invested in digital-technology-based solutions for these industries and leverages
industry, IoT, CRM technology, security and network capabilities. Tech Mahindra is a cost-effective
and reliable execution partner due to standardization of processes leveraging offshore labor for core
CRM and technology integration. Although Tech Mahindra is strong in select industries, it still
approaches the market from a technology solution perspective, and not from a business
transformation perspective.

Virtusa
Virtusa is best-suited for the following use cases:

■ Complex customer experience implementation

Page 20 of 37 Gartner, Inc. | G00334691

 ■ CRM technology implementation

Strategy: Virtusa brings together strong architectural, information and CRM technology
competencies to focus on marketing and customer service solutions within a few B2C-centric
industries. Virtusa works closely with clients to understand the challenges in issues, then designs
and deploys complex technology solutions. Virtusa is particularly strong using Pegasystems, Adobe
and SAP Cloud (Hybris) technologies. Gartner estimates that Virtusa is the 19th-largest CRM service
provider worldwide, with 2017 revenue of about $350 million from CX and CRM implementation
1
services. Virtusa is a good fit for enterprises that are looking for customer service or marketing
deployments that require complex integration that are cost-effective.

Geography: Virtusa's geographic presence is greatest in North America, with 75% of CRM revenue
2
from there, 17% from EMEA and 8% from Asia/Pacific.

Industry: Virtusa is focused on a few industries that are largely consumer-centric, including
3
banking, securities, insurance, healthcare and telecommunications.

Key Strengths: Virtusa strengths lie in the collaborative approach with clients and bringing a
combination of pragmatic CX consulting and CRM technology capabilities. Virtusa is a good fit for
clients that are looking for CRM technology implementation and integration services, particularly,
when CRM analytics are used for customer service and marketing. Virtusa is focused on only a few
industries that enable its consultants to understand the technologies within these industries and
design complex technology architecture and solutions, especially for customer service and
marketing domains. Virtusa has strong partnerships with Pegasystems and Adobe (among the
largest of all Adobe partners). Virtusa's delivery model leverages India-based resources for CX and
CRM implementations that has consistent execution with lower costs than many competitors.

Wipro
Wipro is best-suited for all use cases:

■ Complex customer experience implementation

■ CRM technology implementation
■ Customer strategy consulting

Strategy: Wipro's strengths lie in its ability to bring a combination of functional, design and
technical skills to CRM solutions within select industries. Wipro works closely with clients for CX
and CRM operational change requiring an understanding of the client objectives and strategy, and
then utilizes architecture skills and CRM technical depth to develop solutions. Wipro is particularly
strong with complex marketing and customer service initiatives. Wipro's integration of Appirio not
only brought additional scale, but has also changed the approach and culture within Wipro to be
more client-centric with design thinking and flexibility. Wipro has expanded with acquisitions to
bring business consulting (cellent) and creative design (Designit). Gartner estimates that Wipro is the
eighth-largest CRM service provider worldwide, with about $1.4 billion in CX and CRM consulting
1
and implementation service revenue in 2017.

Gartner, Inc. | G00334691 Page 21 of 37

 Geography: Wipro has a global presence, with revenue generated from all regions. Of CRM
revenue, 60% is from North America, 34% from EMEA, 5% from Asia/Pacific and 1% from Latin
2
America.

Industry: Wipro's revenue is spread across many industries, but, it generates a high percentage of
revenue for CRM and CX from the banking, automotive, life sciences, high-technology, retail and
3
manufacturing industries.

Key Strengths: Wipro has strengths in CX transformation and CRM technology. Wipro has strong
business acumen, business process consulting, customer service and marketing consulting skills.
Wipro also strong customer information, technology architecture and digital design capabilities.
Wipro has practices aligned to the major CRM technologies, including Salesforce, Adobe, SAP
Cloud (Hybris), Adobe, Siebel and Microsoft Dynamics CRM, with smaller practices in
Pegasystems, SAP CRM and Oracle Cloud CRM. Investments in Wipro Digital and in training its
consultants have had a significant impact, with increased business consulting, CX vision and scale
of resources, extending the technical and analytics competencies to more of a business context.

Context
Executives in enterprises continue to struggle to identify the appropriate service provider to support
CRM and CX projects, programs and initiatives. The breadth of CRM and CX services spans simple
core CRM software deployments that take days, to multiyear transformational projects requiring
business strategy, business model transformation, analytics and digital design. Expertise in specific
CRM applications is critical for core CRM technology projects, but may be of low importance for a
piece of pure strategy work.

This research supports decision makers, such as CIOs, application managers, chief marketing
officers, sales executives, customer service executives and sourcing managers, in the identification
of providers that have the capabilities needed to meet their requirements. This assessment analyzes
and profiles the largest CX and CRM consulting and implementation providers globally. However,
there are many other smaller and specialty providers that have comparable capabilities and may be
an excellent fit, based on the CRM technology type (when applicable), industry, geographic
coverage and cost.

Product/Service Class Definition

This assessment focuses on the consulting and implementation services needed to support CRM
and CX initiatives in large enterprises. These initiatives focus on sales, customer service, marketing,
commerce and/or multichannel CX solutions. Consulting initiatives to formulate and/or refine
customer or CX strategy are also within this scope. These may be part of a large transformation
initiative or a stand-alone project. The goals of CX projects are to improve customer satisfaction,
loyalty or retention, and advocacy. The goals of CRM projects have additional goals such as
acquiring customers; increasing cross-sell, upsell; improving marketing campaign conversion rates;
shifting sales from stores to online commerce sites; or lowering the cost of service.

Page 22 of 37 Gartner, Inc. | G00334691

 Critical Capabilities Definition

Business Acumen
Business acumen is the ability to understand the changes needed within the business operations
and to articulate the business outcomes desired to help shape the vision of future operations.

This describes general business consulting capabilities, with the keenness and quickness in
understanding and dealing with a business situation in a manner that is likely to lead to the desired
outcome. It is critical to understand the client's business issues, desired business outcomes and
alternative approaches specific to sales, customer service, marketing, commerce or customer
interactions. These skills also include understanding operational processes, metrics and
organizational dynamics to assure the vision can be achieved in a pragmatic manner. These are
general consulting skills, and not specific to an industry or processes.

Business Process Transformation

Business process transformation is a business consulting competency to redesign the way work is
done to better support the mission and strategic objective, to achieve desired business outcomes,
and/or improve operational efficiencies.

Business process transformation capabilities are the ability to identify, analyze and redesign
business processes, with the aim of achieving dramatic improvements in critical performance
measures, such as cost, quality, service and speed. These capabilities often make use of
frameworks, best practices and templates that have been utilized effectively for similar processes in
the past. Specific to CRM, this is geared to dramatically change how the client operations interact
with constituents (such as customers, partners and employees) to improve sales efficiencies,
customer service effectiveness, marketing operations and/or commerce. For CX, this involves
capabilities such as persona development, customer journey mapping and voice-of-the-customer
analysis. The process knowledge is often specific to an industry.

Business Change Management

Business change management capabilities guide and direct an organization through the
implementation of new business models, processes, procedures and technologies, from ideation to
ongoing support.

CRM and CX solutions will need to be designed to work with many constituencies (internal and
external), and adaptation of new workflows and processes is inevitable. CRM implementations are
often more of a business process change initiative than a technology initiative. Vision and outcomes
must be established from business users. Implementation of the solution requires skills in
communication, collaboration, organizational development, incentives and training to adapt the
business to the solution, particularly, when multiple organizational units are involved. This is often a
specialist team within the provider. Providers will utilize frameworks, templates, processes and best
practices to make these capabilities the most effective and consistently applied. Technology
adoption is often an important component of business change management.

Gartner, Inc. | G00334691 Page 23 of 37

 Sales Technology
Sales technology competencies are skills and processes that are used to deploy core sales
technology to support sales operations.

Sales technology competencies include knowledge of sales force automation (which includes
opportunity, account, activity, pipeline and forecasting). Most of these sales implementations are
systems of record to support the sales organization in identification of prospects, manage the sales
pipeline, coordinate all interactions and sales activities, and manage sales transactions. Additional
capabilities can include improving the sales effectiveness with sales configuration, guided selling,
proposal generation, pricing, quoting, content management and sales performance management
support, including incentive compensation, quota, sales coaching and territory management.
Providers need to understand the nuances of sales processes and, potentially, how these differ
across industries and regions.

Customer Service Technology

Customer service technology competencies are skills and processes that are used to deploy core
customer service technology to support interactions with customers and/or to optimize customer
service center operations.

Customer service technology projects may include multiple domains, including customer
engagement centers, social customer support, workforce management, customer self-service and
field service management. These elements may require advanced integration of processes and
customer information, supported by analytics in context with customer interactions. Integration with
telephony and contact center infrastructure is also usually required. Providers need to understand
the nuances of service processes and, potentially, how these differ across industries and regions.

Marketing Solutions
Marketing technology competencies are skills and processes that are used to deploy core
marketing technology to support marketing operations.

This includes efforts to develop outbound marketing campaigns, qualification of leads and
execution of inbound marketing. Marketing disciplines include lead management, mobile marketing,
social marketing, brand management and campaign management. Marketing projects typically
require a combination of analytics, creative design and process execution, built on a solid
information foundation about current and potential customers. The marketing information and
analytics base draws from sales and customer service systems of record to achieve a single
analytical view of the customer within context of each interaction. Providers need to understand the
nuances of marketing processes and, potentially, how these differ across industries and regions.

Commerce Solutions
Commerce solution competencies are skills and processes that are used to deploy core digital
commerce technology to help execute customers' transactions when and how they desire.

Page 24 of 37 Gartner, Inc. | G00334691

 Digital commerce technology enables online sales for B2B, B2C or B2B2C commerce facilitating
transactions over multiple channels (app, web, mobile and voice), but also supporting the creation
and continuing development of an online relationship. Common commerce functions include
creating web storefronts, shopping cart management, taxation, personalization, transaction
management, settlement and product visualization. The next level of commerce-specific capabilities
includes personalization, interactive selling, site merchandising management, order management,
product management and customer/account management.

Commerce platforms can integrate with other areas of CRM, ERP and supply chain management,
with functionality and integration with other back-office functions that enable advanced online
selling and relationship building. Providers need to understand the nuances of commerce
processes, as well as analytics, user interface design and security skills, and, potentially, how these
differ across industries and regions.

Customer Experience Architecture

Customer experience architecture competencies are the skills, tools and processes needed to
define and design, integrate, and migrate the data and information infrastructure to underpin CRM
or CX requirements.

Customer experience architecture includes data from both internal and external sources, and both
structured and unstructured data such as from social media. Creating a single view of the customer
is often a CRM or CX project goal in its own right. It is often an important necessity to maximize the
business return from other CRM or CX technology investments. Information about customers
across all domains and interactions is needed to support customer-facing operational processes, as
well as gain intelligence about customers. Providers need to have skills in information architecture,
master data management, data governance and data quality management.

Customer Analytics
Customer analytics competencies are the skills, tools and processes to utilize customer information
to enable better decision making.

Customer analytics is the centerpiece of a multichannel or omnichannel customer experience

strategy and/or marketing to develop and deliver relevant and timely campaigns and personalized
customer offers. This may use many forms of analysis, including segmentation, profitability, needs,
behavioral and channel analysis, and increasingly focuses on real-time forms. However, it also
involves day-to-day descriptive, predictive and prescriptive analytics embedded into operational
sales, service and commerce processes. Customer experience analytics are most effective when
applied within the context of specific use cases within a customer journey. Providers need to
continuously invest in new forms of big data, artificial intelligence and emerging forms of analytics
as volumes of customer data expand rapidly.

Gartner, Inc. | G00334691 Page 25 of 37

 Digital Design and User Experience
Digital design and user experience are skills that enable improvement of digital interactions for
customers through multichannels of interaction, with creativity and following human interface best
practices.

Digital design brings together multiple disciplines to design, architect and develop user interfaces to
match multiple use cases with customer journeys related to when and how there is interaction with
specific constituencies. The disciplines include journey mapping, design thinking, workflow
analysis, creative design, security, mobility, analytics and technology integration. The need for
integration of creative marketing design and effective "constituent" interface design optimized for
each digital channel is now becoming the norm for service providers. It has triggered service
providers to acquire, recruit or retrain to build an entirely new set of "digital agency" capabilities.

Tech Architecture and Integration

Technology architecture and integration are skills to provide technology consulting, solution
architectures, technical designs as well as the ability to provide complex application system
integration. This is not specific to CRM.

Technology architecture and integration skills are general technology consulting, architecture and
integration capabilities. CRM and CX implementations are typically part of a broader enterprise
technology-based infrastructure that is continually evolving. Additionally, CRM and CX applications
must be implemented and integrated with other front-office and back-office applications. These
capabilities support clients in developing their enterprise architecture, technology architecture and
information architecture that are related to CRM and CX initiatives. The capabilities further help in
designing CRM and CX solutions that are part of this architecture, and then to integrate the
solutions within a hybrid infrastructure and with other applications.

Use Cases

CRM Technology Implementation

This use case covers CRM application technology implementation projects.

Whether a stand-alone application or an implementation of multiple modules or clouds, integration

effort is needed for successful deployment. They include projects that provide a major upgrade or
enhancement of existing CRM applications, particularly, when extending this to improve usability,
utilize performance reporting and analytics, or add extensions to the core processes. CRM
technology implementation projects typically deploy technology that is systems of record to support
sales and customer service such as Salesforce, Microsoft Dynamics CRM, Pegasystems, Oracle
Siebel, Oracle CX, SAP Cloud (Hybris) and SAP CRM. These projects typically require a mix of 25%
consulting work to 75% technology implementation. The CRM technology implementation use case
emphasizes traditional sales and customer service technology deployment, technical architecture
and integration capabilities.

Page 26 of 37 Gartner, Inc. | G00334691

 Complex Customer Experience Implementation
This use case covers projects with a design, marketing, digital commerce or customer analytics
focus.

Some of these projects use digital design to differentiate, while others are more data- and analysis-
focused, integrating customer information from multiple sources into a single view of the customer.
These projects typically require a mix of 50% consulting work to 50% technology implementation.
They do not center on deployment of traditional sales and customer service technologies, though
they may make use of, or integrate with, them. They require the broadest set of capabilities of the
three uses cases, and they need to be tightly coordinated. The complex customer experience
implementation use case emphasizes digital design, user experience, commerce, marketing
applications and business change management capabilities.

Customer Strategy Consulting

This use case covers consulting projects to develop a CRM or CX purpose, vision, strategy, plan,
roadmap, design or architecture.

These projects do not extend into the implementation and deployment of the solution; however,
they may extend to proof-of-concept deliverables to understand and envision the potential
outcomes. These projects are often short in time scale and use fewer, less-technical external
resources to produce the work. These projects typically require a mix of 100% consulting work to
no technology implementation. They always focus on business outcomes. For CRM strategies, the
focus is primarily on how to increase revenue growth through acquisition, upselling or cross-selling,
improving profit margins or lowering front-office operational costs. For CX strategies, the outcomes
focus primarily on improving customer satisfaction, retention, loyalty or advocacy. They can also
focus on business model transformation. The customer strategy consulting use case emphasizes
business acumen, business process transformation and customer experience architecture
capabilities.

Vendors Added and Dropped

Added
Three new providers qualified for Critical Capabilities assessment this year:

■ North Highland
■ SapientRazorfish
■ Virtusa

Dropped
Two providers were dropped this year due to acquisitions and mergers:

Gartner, Inc. | G00334691 Page 27 of 37

 ■ Business & Decision did not meet the increased revenue threshold for qualification and was
acquired by Orange Business Services.
■ Hewlett Packard Enterprise separated its Enterprise Services business and sold it to CSC,
forming DXC Technology during 2017. The Enterprise Services division's integration with CSC
has resulted in substantial changes and has not yet been executed fully. We will reassess it in
2018.

Inclusion Criteria
The inclusion criteria are the same as "Magic Quadrant for CRM and Customer Experience
Implementation Services, Worldwide" and represent the specific attributes that analysts believe are
necessary for inclusion in this research. To qualify for inclusion, providers need to:

■ Generate a minimum of $250 million (in U.S. dollars) of CRM and CX implementation service
revenue (excluding software revenue and fees for application management, outsourcing and
software maintenance and support) in 2017
■ Provide both CRM and CX business strategy, consulting and technology design along with
implementation services to large enterprises
■ Operate in more than one major geographical region of the world

Page 28 of 37 Gartner, Inc. | G00334691

 Table 1. Weighting for Critical Capabilities in Use Cases

Complex Customer
CRM Technology Experience Customer Strategy
Critical Capabilities Implementation Implementation Consulting

Business Acumen 0% 5% 25%

Business Process Transformation 0% 10% 25%

Business Change Management 0% 10% 10%

Sales Technology 35% 0% 0%

Customer Service Technology 35% 5% 0%

Marketing Solutions 5% 15% 0%

Commerce Solutions 5% 15% 0%

Customer Experience
Architecture 5% 10% 20%

Customer Analytics 0% 5% 5%

Digital Design and User

Experience 0% 20% 10%

Tech Architecture and Integration 15% 5% 5%

Total 100% 100% 100%

As of June 2018

Source: Gartner (June 2018)

This methodology requires analysts to identify the critical capabilities for a class of products/
services. Each capability is then weighed in terms of its relative importance for specific product/
service use cases.

Critical Capabilities Rating

Each of the products/services has been evaluated on the critical capabilities on a scale of 1 to 5; a
score of 1 = Poor (most or all defined requirements are not achieved), while 5 = Outstanding
(significantly exceeds requirements).

Gartner, Inc. | G00334691 Page 29 of 37

 Table 2. Product/Service Rating on Critical Capabilities

Tata Consultancy Services

Salesforce Success Cloud
HCL Technologies

SapientRazorfish
North Highland

Tech Mahindra
BearingPoint

Capgemini
Accenture

NTT DATA
Cognizant

Deloitte

Infosys

Virtusa
Slalom
IBM iX

Wipro
Reply
PwC
Atos

EY
Critical Capabilities

Business Acumen 4.5 3.8 4.2 4.0 3.9 4.3 4.5 3.8 4.3 2.7 4.3 3.8 4.4 4.1 3.1 3.8 4.2 3.7 3.0 3.2 4.2

Business Process Transforma-

tion 4.2 3.3 4.4 3.8 4.0 4.4 4.2 4.0 4.3 2.8 4.1 4.3 4.2 3.9 3.7 3.6 4.0 3.8 2.9 4.0 4.1

Business Change Manage-

ment 4.3 4.0 4.1 4.0 4.1 4.4 4.5 4.0 4.2 3.0 4.6 4.0 4.4 3.6 3.5 3.7 4.3 3.8 3.5 3.7 4.1

Sales Technology 3.8 3.8 3.5 4.0 4.3 3.8 3.6 4.3 4.4 4.2 3.4 4.2 4.1 4.2 4.4 3.8 4.4 4.2 4.0 4.1 4.2

Customer Service Technology 4.3 4.2 3.6 4.5 4.2 4.2 3.8 3.9 3.6 4.0 3.4 4.4 3.7 3.6 3.8 3.6 3.8 4.1 4.3 4.1 4.1

Marketing Solutions 4.2 3.6 3.5 3.8 3.9 4.2 3.8 3.7 4.2 3.6 3.2 3.6 4.1 3.9 3.4 4.1 3.5 3.6 3.4 4.3 4.3

Commerce Solutions 4.4 4.2 4.0 4.0 3.7 4.4 3.9 4.0 4.1 3.4 3.6 3.7 4.0 4.3 3.2 4.5 3.8 3.6 3.5 3.7 3.7

Customer Experience Archi-

tecture 4.5 3.6 3.8 4.1 4.1 4.2 3.8 4.3 4.4 4.0 4.5 4.5 4.2 4.3 4.3 4.4 4.4 4.0 3.5 4.3 4.4

Customer Analytics 4.0 4.2 3.7 3.8 4.3 4.2 3.9 4.4 3.9 4.2 4.6 4.2 4.2 4.1 3.7 4.2 4.5 3.9 3.7 4.3 4.3

Digital Design and User Expe-

rience 4.3 3.8 3.5 3.6 4.2 4.4 4.0 4.1 4.5 3.6 4.4 4.0 4.4 4.0 3.5 4.5 4.1 3.8 3.6 4.1 4.5

Page 30 of 37 Gartner, Inc. | G00334691

 tion

Gartner, Inc. | G00334691

Critical Capabilities

Source: Gartner (June 2018)

Tech Architecture and Integra-
Accenture

4.1
3.6 Atos

BearingPoint
3.5

Capgemini
4.1

Cognizant
4.3

Deloitte
4.4

EY
3.7

HCL Technologies
4.3

IBM iX
4.5

Infosys
4.1

North Highland
4.0

NTT DATA
4.0

PwC
4.0

Reply
4.1

Salesforce Success Cloud

3.6

SapientRazorfish
4.4

Slalom
4.2

Tata Consultancy Services

4.3

Tech Mahindra
4.1

Virtusa
4.3

Wipro
As of June 2018
4.4

Page 31 of 37
 Table 3 shows the product/service scores for each use case. The scores, which are generated by
multiplying the use-case weightings by the product/service ratings, summarize how well the critical
capabilities are met for each use case.

Page 32 of 37 Gartner, Inc. | G00334691

 Table 3. Product Score in Use Cases

Tata Consultancy Services

Salesforce Success Cloud
HCL Technologies

SapientRazorfish
North Highland

Tech Mahindra
BearingPoint

Capgemini
Accenture

NTT DATA
Cognizant

Deloitte
Use

Infosys

Virtusa
Slalom
IBM iX

Wipro
Reply
Ca-

PwC
Atos

EY
ses

CRM
Tech-
nolo-
gy
Im-
ple-
men-
tation 4.11 3.91 3.58 4.19 4.21 4.10 3.72 4.12 4.11 4.04 3.55 4.20 3.95 3.97 3.96 3.90 4.09 4.11 4.04 4.13 4.19

Com-
plex
Cus-
to-
mer
Ex-
peri-
ence
Im-
ple-
men-
tation 4.30 3.81 3.81 3.90 4.04 4.33 4.00 4.03 4.25 3.50 4.04 4.00 4.19 4.01 3.55 4.16 4.02 3.80 3.50 4.02 4.21

Cus-
to-
mer
Strat-
egy 4.34 3.67 4.03 3.93 4.06 4.33 4.17 4.06 4.32 3.25 4.33 4.14 4.28 4.03 3.63 3.98 4.21 3.85 3.28 3.87 4.25

Gartner, Inc. | G00334691 Page 33 of 37

 ing
ses
Ca-
Use

sult-
Con-

Page 34 of 37
Accenture

Atos

Source: Gartner (June 2018)

BearingPoint

Capgemini

Cognizant

Deloitte

EY

HCL Technologies

IBM iX

Infosys

North Highland

NTT DATA

PwC

Reply

Salesforce Success Cloud

SapientRazorfish

Slalom

Tata Consultancy Services

Tech Mahindra

Virtusa

Wipro
As of June 2018

Gartner, Inc. | G00334691

 To determine an overall score for each product/service in the use cases, multiply the ratings in Table
2 by the weightings shown in Table 1.

Gartner Recommended Reading

Some documents may not be available as part of your current Gartner subscription.

"Magic Quadrant for CRM and Customer Experience Implementation Services, Worldwide"

"Market Guide for Salesforce Service Providers"

"The Elusive Magic Quadrant for CRM"

"Customer Relationship Management and Customer Experience Primer for 2018"

"The Definition of Customer Experience Management"

"Gartner's Seven Types of Customer Experience Projects"

"Market Guide for Digital Marketing Technology Integrators"

"Magic Quadrant for Global Digital Marketing Agencies"

"Market Guide for Digital Business Consulting Services"

"How Products and Services Are Evaluated in Gartner Critical Capabilities"

Evidence
1Estimates based on briefings, market share analysis, publicly published financial reports and
provider survey analysis.

2 Estimates based on briefings, market share analysis by region and provider survey analysis.

3Estimates based on briefings, market share analysis by vertical industry and provider survey
analysis.

Critical Capabilities Methodology

This methodology requires analysts to identify the critical capabilities for a class of
products or services. Each capability is then weighted in terms of its relative importance
for specific product or service use cases. Next, products/services are rated in terms of
how well they achieve each of the critical capabilities. A score that summarizes how
well they meet the critical capabilities for each use case is then calculated for each
product/service.

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 "Critical capabilities" are attributes that differentiate products/services in a class in
terms of their quality and performance. Gartner recommends that users consider the
set of critical capabilities as some of the most important criteria for acquisition
decisions.

In defining the product/service category for evaluation, the analyst first identifies the
leading uses for the products/services in this market. What needs are end-users looking
to fulfill, when considering products/services in this market? Use cases should match
common client deployment scenarios. These distinct client scenarios define the Use
Cases.

The analyst then identifies the critical capabilities. These capabilities are generalized
groups of features commonly required by this class of products/services. Each
capability is assigned a level of importance in fulfilling that particular need; some sets of
features are more important than others, depending on the use case being evaluated.

Each vendor’s product or service is evaluated in terms of how well it delivers each
capability, on a five-point scale. These ratings are displayed side-by-side for all
vendors, allowing easy comparisons between the different sets of features.

Ratings and summary scores range from 1.0 to 5.0:

1 = Poor or Absent: most or all defined requirements for a capability are not achieved

2 = Fair: some requirements are not achieved

3 = Good: meets requirements

4 = Excellent: meets or exceeds some requirements

5 = Outstanding: significantly exceeds requirements

To determine an overall score for each product in the use cases, the product ratings are
multiplied by the weightings to come up with the product score in use cases.

The critical capabilities Gartner has selected do not represent all capabilities for any
product; therefore, may not represent those most important for a specific use situation
or business objective. Clients should use a critical capabilities analysis as one of
several sources of input about a product before making a product/service decision.

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