Summary of our market study

The CRM and customer data processing market is estimated to be worth between 4 and 5 billion euros in 2023 in France, and is growing at a rate of around 5% a year.

The French customer relationship management (CRM) market continues to experience strong growth, thanks in particular to SaaS (Software as a Service) solutions. This segment dominates the French CRM landscape. SaaS CRM solutions account for a considerable 73% of the CRM software market in France.

Demand for CRM software in France comes mainly from large companies, with 60% of companies with more than 250 employees using CRM tools.

Smaller companies with fewer than 20 employees seem much less inclined to adopt CRM software, with only a quarter using such systems.

Sales forces often feel that CRMs are too focused on collecting data rather than optimizing the sales process. This slows down their adoption.

Demand for customer relationship management (CRM) systems is on the rise, as salespeople look for tools that can directly influence marketing efforts and lead prioritization.

Companies are beginning to exploit CRM data more frequently, particularly for marketing purposes.

The CRM software market for marketing has the highest growth rate of all CRM segments, with an annual growth rate of 9.1%.

The French software market has also followed global trends in terms of market concentration, with a few international players dominating the landscape. Companies such as Salesforce, SAP and Oracle dominate the market.

However, there is an emerging presence of specialized CRM providers.

The main players in the CRM market and their distinctive roles

  • Global CRM heavyweights

  • Salesforce
  • SAP
  • Oracle
  • Microsoft
  • IBM
  • Adobe
  • Large national companies

  • groupe 1000mercis: Specializing in interactive marketing
  • BlueLink: Operating mainly in the field of customer service and assistance
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Summary and extracts

1 Market overview

1.1 CRM market overview and definition

CRM stands for Customer Relationship Management. Customer relationship management can be carried out :

  • in-house, facilitated by the use of CRM software
  • outsourced: the various tasks involved in customer relationship management are entrusted to an external player. This is the role played by contact centers in particular.

By capitalizing on customer information, CRM solutions enable companies to improve their sales pitches, better target customer needs and habits, and more easily conquer new markets. Customer relationship management is part of a policy of getting to knowcustomers and keeping track of exchanges with them. CRM therefore encompasses all systems and operations aimed at maximizing the quality of customer relations, building customer loyalty and maximizing sales and margins per customer.

The use of CRM software, and in particular SaaS solutions, dominates. A distinction is made between :

  • On-siteCRM, involving the acquisition of a license enabling the company to host the software on its server
  • SaaS CRM (Software as a Service), where applications and systems are hosted by an external provider and made accessible to the customer via the Internet

In both cases, the aim of CRM software is to optimize the processing and analysis of customer and prospect data.

This study focuses primarily on CRM software, as this is currently the most widespread definition. It also looks at broader aspects of CRM, such as the use of outsourcers/outsourcing.

1.2 A concentrated global market driven by the growth of SaaS solutions

CRM software sales World, ****-*****, in billions of dollars Source: ****

Global spending on customer experience and relationship management (***) reached $**.* billion in **** and is expected to grow at a CAGR of **. *% over the period **** - ****. Growth in this sector is being driven by the development of digital functionalities and AI, enabling personalized ...

1.3 A growing French market

Customer relationship management is part of a policy of mastering customer knowledge and monitoring customer exchanges. While the latest software products combine these two practices, there are also contact centers that make the most of the data they collect, and support their customers in their decision-making thanks to steering tools, key ...

2 Demand analysis

2.1 CRM at the heart of corporate customer relations

According to a survey conducted by HubSport in ****, **.*% of French companies use CRM software as their central point of contact. Nevertheless, more than half of them use a variety of third-party software and solutions, depending on the different aspects of customer relations to be handled.

Customer relationship management tools France, ****, in Source: ...

2.2 What companies expect from CRM

Virtually all companies have the same objectives when purchasing CRM software. Among the most frequently cited objectives, we find the desire to contribute directly to the company's operational(***) growth. Emphasis is placed on improving the work of sales and marketing teams who are closest to the customer. Companies' expectations following CRM ...

2.3 Companies turn to cloud computing: SaaS solutions, a dynamic segment

There are two main segments in the CRM market:

CRM solutions in "on-premise" mode: this refers to software licenses acquired by a company so that the software is hosted directly on the company's server. CRM solutions in SaaS (***) refers to a system whereby an external provider hosts CRM applications and systems, ...

2.4 Demand boosted by social networks

One of the challenges of **** is the hybridization of channels to produce a so-called "social CRM", i.e. a tool that can integrate all social networks in order to trace a customer's journey and enable them to interact with the company on each of these channels. [***]

According to the Hootsuit **** barometer ...

3 Market structure

3.1 Different providers offer customer relationship management services

CRM software value chain

*. Research and development this stage involves the research, design and development of CRM software. Companies invest in research and development to create features and tools that meet specific customer needs.

*. Production and distribution once CRM software has been developed, it needs to be produced and ...

3.2 Players in customer relationship management

The French CRM software market dominated by a handful of international players

The major global CRM players are also the current market leaders in France. Today, * major global players share the CRM software distribution market, most of them acting as on-site installers. In terms of market share, Salesforce has seen significant ...

3.3 Still low penetration of CRM software among small businesses

GRC/CRM usage by company size France, **** Source: ****

This graph illustrates the share of companies with more than ** employees in mainly market sectors (***) using CRM software, with a distinction made between the use made of the latter.

The majority of CRM software target customers are companies with more than *** employees: **% of ...

3.4 Sectoral differences in the use of CRM software

GRC/CRM usage by sector France, **** % of companies Source: ****

According toINSEE, companies using CRM software in France in **** were doing so to optimize the collection, retention and accessibility of customer information more than to analyze customer information for marketing purposes. Nevertheless, the valorization of collected data is increasingly common.indeed , **% of ...

3.5 Interview with Arthur Dachon, co-founder of Sidely

Marine: Today we're talking about the CRM market. CRM software is used to optimize and analyze the processing of data relating to a company's customers or prospects. To decipher this market, today I'm talking to Arthur Dachon, co-founder and CEO of Sidely. Hello Arthur!

Arthur : Hello Marine.

Marine: To begin our ...

4 Offer analysis

4.1 Software prices depend on performance requirements and company size

The cost of acquiring a cRM softwaresoftware are correlated to a number of factors:

The cost of purchasing the software and/or the cost of the monthly subscription, depending for example on the number of contacts in the customer file, the number of e-mails sent, the number of user licenses activated, ...

4.2 Examples of prices in 2022

The prices below are the monthly subscription prices for a **-month contract and for a single user. The minimum price corresponds to the price of the software with basic functions, and the maximum price corresponds to the price with all possible functions.

Software Minimum price in € Maximum price in € Trial period Salesforces ** > ...

4.3 Increasingly adapted and connected CRM solutions

A mobile offering

While CRM is basically a desktop solution, it will increasingly become a mobile solution. For some time now, publishers have been working hard to offer basic mobile versions of their desktop solutions, notably Salesforce with its mobile version of Sales Cloud, to make CRM available anywhere, anytime. Today, ...

4.4 From CRM to social CRM: the growing importance of social networks

Traditionally, CRM (***) is unidirectional, from brand to market. It includes sales, marketing and support functions. It is used to attract customers and keep them coming back. It relies on information gathered about customers to better segment and target them. Social CRM is an evolution of CRM based on social presence, customer ...

5 Regulations

5.1 European regulations and RGPD

According to Gartnercompliance with the European General Data Protection Regulation (***) of May **, **** is expected to, among other thingsincrease the budget dedicated to CRMs already containing a number of personal data inserted over long periods of time. More than just distinguishing between "sensitive" and "non-sensitive" personal customer data, the RGPD will push ...

6 Positioning the players

6.1 Segmentation

  • SAP
  • Webhelp
  • Majorel
  • Hardis Groupe
  • SalesForce
  • Absys Cyborg (Keyrus groupe)
  • Adobe Expérience Cloud
  • Bullhorn CRM
  • Business Web Agence
  • Cloudcc
  • Hubspot
  • Oracle
  • Pipedrive
  • Vtiger CRM
  • Vipp Interstis
  • Teleperformance
  • Aircall
  • Genesys Conferencing (Groupe Intercall)
  • Sellsy
  • Sidely
  • Brevo Sendinblue
  • Genesys
  • Proginov

List of charts presented in this market study

  • Total customer relationship management sales
  • CRM software market share by hosting type
  • Breakdown of global CRM market share by customer profile
  • Contact center sales
  • Customer relationship management tools
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Latest news

French Tech: Brevo approaches 150 million in revenues and becomes profitable - 18/01/2024
  • Brevo recorded 142 million euros in annual recurring revenues in 2023, marking 40% year-on-year growth.
  • Around 80% of Brevo's revenues come from the SME segment.
  • Of the 500,000 companies using their tools, 30% are paying customers.
  • Brevo acquired two companies last year, WonderPush and Octolis.
  • Since its creation, Brevo has acquired ten companies.
  • France accounts for 30% of Brevo's revenues, just ahead of Germany (25%) and the United States (20%).
  • Brevo last raised 140 million euros in financing in 2020.
  • Brevo is in the process of closing its offices in New York, Seattle and Toronto to centralize its teams in Austin
  • Brevo has hired 100 people in 2023.
Sellsy customer relationship software for SMEs - 31/10/2023
  • Sellsy, a customer relationship management software company, is used by 8,000 French SMEs.
  • Sellsy has 220 employees and sales of 12.7 million euros.
  • According to a study carried out by Roland Berger in 2021, only 20% of French SMEs are equipped with CRM, for a total market of 800 million euros.
  • Sellsy has achieved 90% growth over three years.
  • The publisher was acquired by the PSG Equity fund in 2022
  • Sellsy acquired Quipu, a Spanish company with 50 employees and 10,000 customers.
Oracle launches an incompatible sovereign cloud SecNumCloud. - 20/06/2023
  • Oracle has announced the launch of its EU Sovereign Cloud offering on June 20, 2023.
  • Two data center sites have been opened for the occasion, one in Frankfurt, Germany, the other in Madrid, Spain.
  • This dedicated offer is aimed at the 27 member countries of the European Union, but is also open to other countries such as Norway.
  • The EU Sovereign Cloud offering does not meet the SecNumCloud criteria established by the French National Agency for Information Systems Security (Anssi).
  • Oracle is targeting critical sectors with its EU Sovereign Cloud, such as healthcare, financial services, telecom operators and the public sector.
  • Oracle's position in the global cloud market is currently 7th, according to Synergy Research, with a 2% market share.
Teleperformance extends its partnership with Microsoft - 20/06/2023
  • Multi-year commitment of $185 million (around 170 million euros) between Teleperformance and Microsoft.
  • Improved customer experience thanks to first pilot projects using TP GenAI.
  • Call handling time reduced by 25%.
  • Email response time reduced by 20%.
  • Sales conversion rate increased by 35%.
With Webhelp, U.S.-based Concentrix creates a new global champion in customer relations - 31/03/2023
  • French Webhelp Group acquired by US Concentrix
  • New group worth $10 billion and employing 450,000 people
  • Number of Webhelp employees: 130,000
  • Webhelp valuation: $4.8 billion
  • Webhelp sales: 2.6 billion euros
Warehouse management: Hardis acquires software publisher Sislog - 21/03/2023
  • - 132.7 million euros in sales in 2021, 156 million euros forecast for 2022
  • - 1,550 Group employees, including 550 in the WMS business, which accounts for 40% of sales
  • - 20% sales growth forecast for Iberia in 2023

Hardis has just announced the acquisition of Sislog, Spain's leading WMS (warehouse management system) software publisher

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Hardis Groupe
Absys Cyborg (Keyrus groupe)
Adobe Expérience Cloud
Bullhorn CRM
Business Web Agence

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