The market for CRM | Germany

1.1 Introduction

The CRM (Customer Relationship Management) market comprises the various services that enable companies to manage their customer interactions. The CRM market is segmented by the application of these services (sales & marketing, customer service, and technical service). The book "The One to One Future" marked a turning point as it introduced the concept of individualized marketing, one of the foundations of Customer Relationship Management.

The valuation of the global CRM market increased from $43.7 billion in 2020 to more than $100 billion in 2023. At the global level, it is mainly the cloud-based solutions that are the most developed. In fact, these enable flexibility and a reduction in the constraints made possible by digitalization. In addition, digital solutions have high scalability and, above all, reduced costs compared to physical, on-premise solutions.

In Germany, CRM market revenues reached nearly $3 billion in 2021, and forecasts indicate an increase that will reach nearly $3.7 billion by 2025. However, the German market has seen slower adoption of CRM in the form of digital services compared to other European countries, mainly due to data privacy issues. German companies, especially small and medium-sized enterprises (SMEs), account for a significant share of the CRM market.

For example, the major companies in the German CRM market are:

• SAP with offerings such as SAP Sales Cloud and SAP Service Cloud.
• Salesforce, the global market leader in CRM
• Microsoft, which offers CRM and ERP solutions (Dynamics 365)

The latest trends in the German CRM market mainly involve the adoption of artificial intelligence (AI) to improve task efficiency. In addition, chatbots enable the provision of new effective customer interfaces at reduced costs. Overall, the German CRM market offers a wide range of opportunities for companies looking to optimizetheir customer relationship managementand adapt to new technological trends. These innovations are likely to further revolutionize the market in the future.