CRM technology driving SaaS market
Fri, 13 Nov 2009
Customer relationship management software (CRM) is a key driver in the Software-as-a-Service (SaaS) market, according to a new study.
Research company Gartner reported this week that CRM is responsible for £1.37 billion of the total £4.47 billion revenue that the worldwide SaaS market generates each year.
It predicts that the market will show consistent growth through 2010, when worldwide SaaS revenue will total over £8.34 billion for the enterprise application markets.
Rob Widdicombe, managing director of Canonbury Services, claimed that more companies are realising that they need to keep in touch with clients and match actions with their expectations.
Consequently, the days of being able to do CRM "on the back of an envelope" are long gone, he suggested.
Mr Widdicombe added: "Anyone who deals with customers will have a need for CRM, so that means everyone. The market has matured a lot in the last ten years, from being very new and something which not many people had.
"Ten years ago you saw banks being very into it, now it has filtered down to a lot of companies of all sizes."
Jo Causon, chief executive of the National Institute of Customer Service, recently described customer experience as "the vital differentiator" in business today.
Posted by Jenny Arthur
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