Thread: Customer Relationship Management

This segment is wiing some very interesting trends. While the numbesers who currently own a CRM solution remains thle as last year, there seems to be a demand for CRM (are in the market. As compared to is year, double the nur of respondents said that they're s 0 ely to choose a CRMware brand. This is obviously very bi od for all the key playa this market. Butthere's some bad also. The top of micaB for some of the brands has come compared to lcear, and has gone considerably for sOIMaybe that's why t year, we had four nds competing for ers' mindshare. This only two players ITer e left-SAP and Oral The other two Microsoft, and Ramco did get sufficient votes md make it to the club. Ivbe the other brands not been as activ,s SAP and Oracle in 38 is segment. In case AF and Oracle, we've it' oticed considerable nprovement in their in sitions.



Of the two brands the most future ready rand continues to be SAP, which makes it 3Mjis year's winner 0 Users' Choice award. :w6he brand has also considerably improved its :edrand persuasion situation over last year and emains on top of the relative brand persuads ion index. The same goes for its brand puB Q s well, and while it was loosing puB last year on, more users switching out than switching in), year it's been gaining puB. The brand has even gained more loyalty amongst its existing users. While it stood at 27% last year, this year, it's gone up to a whopping 67%. It does have 26% existing users, who're not sure which brand to switch to.
li SAP is moving at 100, then Oracle's speed is 52%, which is quite a gap.

Nevertheless, this brand has also improved its performance as compared to last year. Oracle seems to have done a lot of work to improve its brand persuasion (ratio of top of intention to purchase and top of mind recaB). BasicaBy, a lot more users said they're likely to go for Oracle CRM as compared to last year. The same goes for its brand puB situation. Last year itwas loosing puB, while this year it's been gaining on it. Its brand loyalty has improved from 19% last year to a whopping 56%. Of concern however is the brand shift. Last year, only 11% of its existing users said they're likely to switch to another brand. This year, the figure has gone up to 26%.
Another point worth noting here is that there are many other Oracle owned brands that still have a high recaB value, and are being considered by users. These include Peoplesoft and Edwards. On their own, they don't have sufficient votes'to enter the club, but anybody who choose their solution is obviously giving the business to Oracle. As we're analyzing various brands and not companies, we've kept those votes separate.