Italy: most used CRM systems 2018

The software Salesforce was the most used Customer Relationship Management (CRM) system by Italian companies according to a 2018 survey. The usage of Salesforce has increased by 15 percent compared to the previous year, while a significant number of enterprises used an in-house CRM system.

Salesforce global performance

  Salesforce is a leading CRM vendor headquartered in San Francisco, California. The company increased its sales revenues from 4.07 billion U.S. dollars in 2014 to over 13 billion U.S. dollars as of March 2019. As of 2018, in the worldwide CRM market, it held a share of 16.8 percent. Other players in the market like Oracle or SAP had a market share of less than eight percent each.

Why using a CRM?

  A CRM is a technology for customer relationship management, often managed by the sales or marketing department. A survey conducted in Italy among insurance companies in 2016 showed that it was essential to identify and analyses customer needs for 55 percent of the surveyed companies.

Most used CRM systems in Italy in 2018

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Source

Release date

June 2018

Region

Italy

Survey time period

March to May 2018

Number of respondents

230 respondents

Special properties

56% B2B; 15% B2C

Method of interview

Computer-assisted web interviews (CAWI)

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