Looking to capitalize on a trend toward industry-specific CRM offerings, process automation technology vendor Pegasystems Inc. on Wednesday announced formation of business groups for financial services, health care, and insurance.
Sales, service, and product management capabilities will be organized under the specific business groups, according to Pegasystems, in Cambridge, Mass.
Through the three groups, the company can focus on domain expertise, said Joe Friscia, general manager for the Pegasystems application business in Boston. Other industry-specific groups also are being considered.
Analyst Erin Kinikin, vice president of CRM at Giga Information Group Inc. in Santa Clara, Calif., said Pegasystems has retreated from call centers to rules-based processing, which she described as confusing positioning. But the vertical market focus "should help because they can now get very specific about what [business] problems they're solving," Kinikin said.
Industry-specific CRM is becoming popular with other CRM vendors, also, such as Siebel, she said. "The reality of the CRM market is there is no such thing as a one-size-fits-all solution," Kinikin said.
Pegasystems, which has specialized in rules-driven process technology for implementing business changes, said it is committed to delivering solutions that leverage a customer's existing databases, legacy systems, and other investments. Pegasystems looks to complement other vendors' CRM applications by providing workflow to automate links between user-facing systems for sales, marketing, and customer service and back-end office applications, where data resides.