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1.1 Definition and scope of study

CRM stands for Customer Relationship Management. The goal of a CRM software is to optimize the processing and analysis of customer and prospect data. CRM systems help businesses to increase their company sales success by utilizing customer data to better target consumer requirements and habits and more effectively conquer new markets. This customer relationship management is part of a policy that aims to keep track of client information and monitor interactions with customers. As a result, CRM encompasses any marketing devices or activities whose objective is to improve the quality of customer relationships, from customer retention to maximizing revenue or profit per customer. CRM programs are divided into two types: "on site" programs, which allow a company to purchase a license that allows it to host the software on its own server, and CRM SaaS (Software as a Service), which allows customers to access applications and systems hosted by an external provider via the Internet. Customer management software is becoming increasingly essential, as is the creation of a loyalty connection with customers through a variety of techniques ranging from direct help to the use of newsletters and social media campaigns.

The worldwide CRM software market is expected to expand at a CAGR of 11,1%  from USD 46,03 billion in 2020 to USD 96,39 billion in 2027.

According to a study of 230 firms from various industries, 54 percent of Italian companies would have and utilize a CRM system by 2020, primarily to assist commercial activities. Although Italy is not among the first countries to have digitized companies, the usefulness of the system allows easy integration even in small and medium-sized enterprises. In 2021, CRM software are becoming an essential way to compete in the market also due to the great change that Covid-19 is bringing to the customers’ behaviors and needs. The most used platforms in Italy are Bpm’online CRM, Hubspot CRM, Oracle and Microsoft CRM. 

In 2021, an intriguing development for CRMs will be the usage of artificial intelligence-enabled systems, which will bring CRM and customer support closer together. We envision "intelligent" chatbots being used in help services to provide solutions based on AI's machine learning, predictive analysis, and natural language processing. To do so, Italian companies must start to manage big data analytics and invest to innovate the old-fashioned systems.






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Reviews (1)

The robotics market - France

Publicado en 01/08/2022 by Clement Girard

It covers the market and cites very interesting sources The study is well up to date with the information that can be found It is a precious time saver