Study: Decision Makers Can't Identify CRM Service Vendors

Share this content:
Respondents to a recent survey about the brand awareness of customer relationship management providers knew the leading software providers but could not name a single full-service CRM provider.


The study, "Customer Relationship Management Services: Understanding Brand Awareness and Positioning in the CRM Services Market," was released yesterday by the Information Technology Services Marketing Association, Lexington, MA, an adviser on services marketing, branding and sales strategies for the technology industry.


The survey questioned 400 decision makers from Fortune 1,000 companies and government agencies.


"Decision makers clearly identified Siebel, Oracle, PeopleSoft and SAP as the top providers of CRM software," said Julie Schwartz, the association's vice president of research. "But when it comes to identifying specific firms that provide CRM services, half the respondents couldn't even name a single provider, and only IBM Global Services, Accenture and Siebel registered any sort of significant unaided awareness."


Other issued covered in the study:


• Oracle, Siebel, IBM Global Services, PricewaterhouseCoopers and Deloitte Consulting have the highest favorability ratings among CRM solutions providers.


• The most important attributes in selecting providers of CRM services were reputation and financial stability, agility and responsiveness, and ability to integrate new CRM systems with existing systems.


• Referrals from colleagues were the leading influencer when considering CRM services firms, followed by recommendations from business or strategy consultants and recommendations from CRM software vendors.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above