Implications of change management in public administration

Revista Tinerilor Economişti (The Young Economists Journal)
use people, processes, and technology to gain insight into the behavior and value of
customers.
"There's no such thing as CRM," said Jim Dickie, partner for Insight
Technology Group, a CRM benchmarking firm that specializes in analyzing how
companies are reinventing how they market, sell to, and service customers. "Siebel
Systems, alone, has 117 different CRM applications each bred to address different
problems." The trick is finding the best solution for your job.
To understand each party's problems, needs, and capabilities, both business
managers and IT professionals must familiarize themselves with the other side of the
CRM equation. Business managers can come up to speed on CRM technology, and IT
professionals can gain insight on how to become more familiar with CRM business
issues.
Worldwide CRM market revenue totalled $9.15 billion in 2008, a 12.5 percent
increase from 2007 revenue of $8.13 billion, according to Gartner Inc. Analysts said
that market growth was driven by enterprise investments in technologies focused on
customer retention, analytics and on-demand solutions. “Despite financial market
volatility, the worldwide CRM market enjoyed its fifth consecutive year of double-digit
growth as businesses continued to invest in solutions across all subsegments,” said
Sharon Mertz, research director at Gartner.
SAP continued to be the market leader accounting for 22.5 percent of
worldwide CRM software revenue in 2008 (see Table 1), but this is down from a 25.5
percent share in 2007. Microsoft experienced the strongest growth rate among the top 5
vendors, as its revenue increased 75 percent in 2008.
Table 1. Worldwide Vendor Revenue Estimates for Total CRM Software (Mill. $)
Company
2008
Revenue
2008 Market
Share (%)
2007
Revenue
2007 Market
Share (%)
2007-2008
Growth (%)
SAP 2,055 22.5 2,072 25.5 -0.8
Oracle 1,475 16.1 1,320 16.2 11.8
Salesforce.com 965 10.6 676 8.3 42.7
Microsoft 581 6.4 332 4.1 75.0
Amdocs 451 4.9 419 5.2 7.6
Others 3,620 39.6 3,311 40.7 9.3
Total 9,147 100.0 8,130 100.0 12.5
Source: Gartner (July 2009)
While the CRM market remains highly concentrated in Western economies,
emerging markets are growing rapidly and now account collectively for nearly 16
percent of the worldwide market, up from approximately 13.8 percent in 2006.
Although both North America and Europe underperformed in terms of CRM market
growth in 2008, their share of the market remained high at 52.5 percent and 31.6
percent, respectively.
The three phases in which CRM support the relationship between a business
and its customers are to:
- Acquire: CRM can help a business acquire new customers through contact
management, selling, and fulfillment.
- Enhance: web-enabled CRM combined with customer service tools offers
customers service from a team of sales and service specialists, which offers
customers the convenience of one-stop shopping.
- Retain: CRM software and databases enable a business to identify and
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