Global Buyer Evaluation of Customer Communications Management Platforms 

The Brief 

An enterprise software company developing customer communications management tools wanted to understand how buyers evaluate and select CCM platforms, and how they experienced working with competing solutions. The study required participants who had gone through an actual purchasing process, not just used the software after the fact, and who could speak to the factors that drove their organization’s selection. 

Mapping Participants to Competitor Platforms 

The competitor list shaped the recruitment directly. Participants had to be current users of platforms including Smart Communications, Ghostdraft, Messagepoint, Quadient, and Sefas, with EasySend and Precisely EngageOne also included in scope. Relevant roles ranged from claims and support leaders to procurement professionals and technology directors, with the common requirement being direct involvement in evaluating or recommending a solution. 

Screening for Purchase Involvement 

The geographic scope was global, with priority placed on the United States, North America, and Europe. Sourcing mapped enterprise software user communities alongside professional networks, identifying individuals whose backgrounds indicated hands-on involvement with CCM tools. Screening focused on confirming both product familiarity and purchasing involvement, since casual users and technical implementers who had no role in vendor selection were excluded. Five participants were sourced, and interviews were completed on schedule. 

• 5 experts sourced across global markets 
• 7 competitor platforms mapped, including Smart Communications, Quadient, and Messagepoint 
• Purchasing involvement validated for every participant