Australian Companies Lap Up CR Software, Gartner Figures Show
Australian outfits spent almost $2.3 billion on customer relationship management (CRM) software in 2018 – up 19.4 per cent over the previous year, according to a new Gartner report. Spending was up across the ditch, New Zealand organisations spent $220 million, up 13.9 per cent.
The Aussie spending rate for this category was higher than the global increase of 15.6 per cent, which took global spending on CRM to $48.2 billion, Gartner says.
The market research outfit presented these figures and more at its Customer Experience and Technologies Summit in Sydney which opened yesterday.
And, if you were wondering: according to Wikipedia, customer relationship management uses data analysis about customers’ history with a company to improve relationships, specifically focusing on customer retention and ultimately driving sales growth.
Gartner says the top five CRM software companies in 2018 were Salesforce (19.5pc), SAP (8.3pc), Oracle (5.5pc), Adobe (5.1pc) and Microsoft (2.7pc).