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TECH SUPPLIER Nov 2018 - Market Share - Doc # EMEA43325618

Western Europe CRM Application Vendor Shares, 2017: Salesforce Blitzes the Competition

By: Gerry BrownResearch Director, European Software Group, Alexandros StratisResearch Manager

Abstract

This IDC study examines the CRM applications market for 2015-2017 and the revenue and market shares of the leading vendors in 2017. This study includes tables and charts mapping the market shares of Western European vendors for marketing, sales, customer service, and call centers.

"CRM applications continues to be a highly buoyant market, offering excellent revenue and profit opportunities for vendors. The only real exception to this rule is the relatively stagnant contact center market, whose vendors need to transition fast into customer services applications, which offers the fastest growth in terms of CRM market opportunity," said Gerry Brown, research director, IDC European Software Group.

"Enterprise vendors need to position themselves in the 'hot' customer experience marketplace, offering an integrated platform that delivers customer acquisition, retention, and loyalty across the three key functional markets (marketing, sales, and customer service) to maximize their total addressable market opportunity. Smaller vendors need to adopt a niche market approach with in-depth product/market specializations to differentiate their offers from the ever-expanding product portfolios of the larger vendors."

"Although the platform vendors Salesforce, SAP, and Oracle dominate, there is still plenty of room for specialist vendors to capitalize on the stellar European market growth rates and spend. Brand differentiation and clear value propositions will be key in a CRM market oversupplied by vendors. IDC expects acquisitions and some market consolidation as the competitive intensity builds in the coming years. Niche marketing strategies are advised for all but the strongest of market players."


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