CRM Usage on the Increase

As a result of a larger number of companies seeking to integrate all facets of its interactions with customers across all channels (the Web, email, fax, call centres, and mail), many have embraced the idea of Customer Relationship Management (CRM).

Nearly a quarter of all sites questioned in Western Europe profess to have installed the use of CRM in their organisations, with usage expected to rise to over one third by the end of 2000.

Not surprisingly, large organisations claim the highest usage of CRM at 28%. However, there was not as large a gap to small and medium enterprises as might have been expected, both with 24% adoption. Table 1 shows the status of CRM solution usage by enterprise size in Western Europe. Table 1 Status of Customer Relationship Management (CRM) by Enterprise Size Which of the following software applications or solutions do you currently have or plan to implement by the end of 2000? Customer Relationship Management Currently have Plan to have by end of Year 2000 Not installed/no plans Don't know/NA Small (1-99) 23.80% 9.60% 61.40% 5.20% Medium (100-499) 23.60% 12.20% 57.10% 7.10% Large (500+) 28.10% 7.80% 55.10% 9.00% TOTAL 23.80% 9.60% 61.40% 5.20% Source: IDC, 2000 The proportion of companies with no plans to install CRM solutions is significant, however, particularly in the small enterprise segment.

Respondents were further questioned about the accessibility of their CRM application or soon to be installed application. The details of the results are listed in Table 2 (below). Table 2 Access to Customer Relationship Management (CRM) Which of the following software applications or solutions do you currently have or plan to implement by the end of 2000? Customer Relationship Management Can/will the application be accessible by a browser? Yes No Don't know Small (1-99) 28.6% 68.1% 3.3% Medium (100-499) 29.6% 65.9% 4.5% Large (500+) 37.9% 54.4% 7.7% TOTAL 28.6% 68.1% 3.3% Source: IDC, 2000 The results show that a relatively healthy proportion of companies using CRM solutions, 29%, plan to include browser accessibility as part of overall functionality.

CRM - Why Does It Matter? As a "buzz phrase", CRM has enjoyed considerable attention and marketing dollars during the past 2 years. CRM has taken over from ERP as the leading "foot-in-the-door" competitive solution offering. Hardware vendors have scrambled to establish partnerships with CRM software specialists, and services companies have built their expertise in this area. Moreover, many of the leading back-office, ERP software suppliers have now re-positioned themselves as CRM software suppliers.

This is particulary evident in the marketing strategy of leading European software vendor SAP. CRM goes deeper than the supply-side competitive landscape, however. CRM is a concept, a way of doing business, and is not necessarily restricted to technology usage. However, CRM is driven by technology, and technology is the enabler for a re-awakening in the principles of good customer relationships. This is a pan-industry trend, not restricted to any one vertical market.

In Europe, businesses are showing a relatively healthy willingness to adopt CRM solutions. However, a large majoriy of companies still have no plans to implement CRM in their business models. 61% of small companies have no plans to use CRM. Thus another digital divide begins to open – those that get it, and those that don’t. New European Report IDC will publish its new report, IT Trends and Expenditure in Western Europe 2000, at the beginning of November.

As well as CRM, this report will also cover solution areas such as Knowledge Management, Business Intelligence and ERP. The report also examines trends in Internal IT Spending, Internet Usage, PC usage and Software spending. For details, please contact Stephen Minton on +44 208 987 7210 or sminton@idc.com .

Опубликовано: 8 ноября 2000 г.

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