Software : CRM Software

Once again SAP is the winner in this segment, but following it not far behind
are Microsoft and Oracle. And these three brands together take up the podium in
this year's Users' Choice club. Peoplesoft and Salesforce.com are the other two
CRM brands that make it to the top five. Upon analyzing the survey results we
find that SAP enjoys the highest top of mind recall, current brand ownership and
loyalty amongst the respondents across all CRM brands. It also enjoys the
highest shift-in from other brands.

When we look at the brand perception across eight industry verticals that we
covered this time, we see that there is close competition and there's no
particular brand that dominates all sectors, which has been the case in other
categories. So, while SAP dominates in discrete manufacturing, process
manufacturing, communications media and IT/ITeS industries, Microsoft has a
dominant presence in education, services and healthcare sectors. In BFSI though
it is Microsoft that enjoys the highest presence. However, Peoplesoft and SAP
are not too far behind.

Users' Choice Club 2010

Two new entrants, PeopleSoft and Salesforce.com join the club, while Oracle drops from 2nd to 3rd this year.

Future Brand Preference Reasons

Product reliability followed by initial price are the factors that users consider for their future purchase of CRM.

Brand name and product reliability are the primary reasons why people own
Microsoft, SAP, or Oracle CRM software, and are also likely to purchase them in
the near future. Interestingly, 100% of users who're likely to go for Oracle CRM
ni the future gave product reliability as the reason for diong so. A similar
case was there with 95% fo Microsoft CRM's potential buyers and 74% of SAP
buyers. SAP also enjoys the highest after sales support/service as a key reason
for likely future purchase amongst the other three brands.

Brand Loyalty 2010 vs 2009

For Microsoft being 2nd in the Club is complimented by having the highest brand loyalists.

In brand loyalty, Microsoft enjoys a healthy lead over SAP. But for
Peoplesoft, Oracle and Salesforce.com, more than 30% of their current owners are
unsure whether they'll stick to the brand or not. The three should need to take
more aggressive steps to retain their customers.