The enterprise market today faces unprecedented challenges in attracting and retaining top talent, and many HR departments have turned to technology to help them achieve their workforce goals. ITSMA’s Enhancing Customer Value from Human Capital Management Software Applications and Services benchmarks the brand equity of full-suite application providers, integrators, and niche application developers. It also explores the customer decision process for buying enterprise HCM software applications and services and is a powerful jumping off place for improving provider positioning, focus, and marketing.

In particular, the report addresses issues such as:

• What priorities drive the decision-making process when large and midsize firms and institutions buy business software applications and services?
• What marketing investments will be most effective in building brand and improving competitive position?

Key topics highlighted in the report include:

• How Customers Choose
• Brand Equity
• Effective Marketing
• Purchasing Preferences

Study Methodology

ITSMA conducted telephone-based interviews in the United States with 501 IT and business executives involved in the purchase of software applications and solutions as part of a larger study on the enterprise software applications market as a whole, Enhancing Customer Value from Enterprise Software Applications and Services: 2005 Brand Tracking Study.

For this study, ITSMA separately examined the answers of 100 respondents who were asked their opinions and experiences as they related specifically to their perceptions of HCM application suite and services providers. This study examines the responses of those 100 respondents.

Respondent Demographics

Study respondents all held director, vice president, or C-level positions and represented organizations in multiple major industries with revenue or operating budgets ranging from $300 million to over $20 billion.

This report is available for sale at member and nonmember prices.
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