by November 7, 2009 0 comments

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.

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