3rd platform innovations drive CRM market in CEE, says IDC


Sep 30, 2016

30 Sep 2016

FOR IMMEDIATE RELEASE, Prague — CEE organizations invested more than $440 million in customer relationship management (CRM) solutions in 2015, according to a new report by International Data Corporation (IDC), The New CRM Market in Central and Eastern Europe: Renewed Focus on the Customer (IDC #CEMA40575816).

Despite exchange rate fluctuations that curtailed dollar growth and the contraction of the Russian market, the prognosis for the CEE CRM market looks positive. Cloud CRM investments are beginning to usurp on-premises deployments, and companies are extending the capabilities of their systems with mobile specializations and data enriched by social feeds.

As CEE organizations have moved away from CRM mega-suites with hefty price tags and long implementations, the availability of light, affordable, and fast-to-deploy CRM solutions has enabled a more vibrant flow of projects. This is further accentuated by the growing tendency for lines of business (LOBs) to make their own investments. Innovations enabled by 3rd Platform technologies, such as mobile and web-based apps, cloud deployment, social media feeds and CRM analytics, are also hustling the market along. Specialist vendors have emerged that are adding capabilities in niche areas of the CRM space, leading to the integration of separate tools, components, and data sources in order to gain value. This presents an opportunity for both end users and the expert partners that can understand their needs and have the vision to guide more ambitious CRM initiatives.

In vendor terms, the CEE CRM market is dominated by three main groups: the stack giants SAP, Oracle, and Microsoft; software-as-a-service (SaaS) or cloud specialists (particularly Salesforce.com); and submarket specialists such as the call center leaders Avaya and Genesys. Additionally, several local players appear among the top vendors based on strong business in their home markets, including moysklad, 1C, Comarch, Sprinx Systems, and Siveco.

"Emergence from financial austerity has resulted in a generation of lean, customer-hungry organizations determined to capitalize on the market opportunities, focused on more voracious customer acquisition and more dedicated customer retention,” says Mark Child, CEE software research manager at IDC. “This has coincided with the adoption of 3rd Platform technologies to replace, update, and extend legacy CRM systems and components. A new generation of social, analytical, mobile, cloud-based and integrated CRM is becoming the platform for customer engagement in the 21st century."

IDC's study, The New CRM Market in Central and Eastern Europe: Renewed Focus on the Customer, tracks trends and developments on the CEE CRM market, including the performances of the leading vendors, investment drivers, the impact of 3rd Platform technologies, and the opportunities for both vendors and customers. Market sizing and vendor shares are provided for 2015, as well as splits and trends by country and on-premises CRM versus cloud CRM spending.


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