CRM

The winner in this segment is once again SAP, but this time it's winning by a

very narrow margin against runner up Oracle. Microsoft on the other hand, is at

a distant number three. SAP enjoyed the highest top of mind recall and current

brand ownership among all brands, while Oracle had the highest brand loyalty

amongst loyal customers across all CRM brands. It also enjoys the highest

shift-in from other brands.

SAP had the dominate brand perception in discrete and process manufacturing,

communication-media andeducation industries. Oracle was the strongest in BFSI,

IT/ITeS and services industries. Microsoft on the other hand, appeared to have

the highest brand perception in healthcare. Coming to brand loyalty, Oracle CRM

enjoyed the highest brand loyalty amongst its existing owners. 67% of

respondents who said they currently own Oracle CRM said that they were likely to

stay with the same brand in the near future also, while 7% were likely to make a

move towards SAP. The remaining owners had no plans or were unsure. The brand

loyalty for SAP was 24% and for Microsoft it was 18%. In fact, 6% of Microsoft

owners showed a likelihood of moving to SAP. Likewise, 10% of SAP's current

owners said they were likely to move to Oracle. All this gives Oracle the

distinction to having the highest number of shift-ins from other brands.