Global 2011 CRM Survey of SMBs Commissioned by OSF Global Services

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1 Global 2011 CRM Survey of SMBs Commissioned by OSF Global Services Laura DiDio Principal

2 Which option best describes the industry of your primary business operations? IT/Technology Svcs Government Manufacturing Banking/Finance Consulting Academic Healthcare Non-Profit Media & Entertainment Retail Insurance Consumer Products Construction Legal Engineering Defense Energy Other 3% 3% 3% 2% 2% 2% 2% 7% 7% 6% 5% 5% 5% 4% 8% 10% 9% 19%

3 How many employees are in your firm? 2% 2% 24% 8% 22% 15% 1 to to to to to 1,000 1,001 to 2,500 >2,500 25%

4 What is your firm s revenue size (US $$)? 2% 10% 6% 21% 4% 23% 34% Less than $1M $1M to $10M $11M to $50M $51M to $100M $101M to $250M $251M to $500M > $500M

5 How long has your firm deployed a CRM solution? 26% 26% N/A we have not deployed CRM Less than one year One to two years Two to three years Three to four years 1% 7% 2% 7% 17% 12% 2% Four to five years Five to six years Six to 10 years More than 10 years

6 If your firm has not deployed CRM, does it plan to do so? 20% Yes 7% 12% 54% Yes, but no specific timetable No We are studying the issue but have not decided Unsure 7%

7 If your firm is not using CRM, what issues impede deployment? (Select ALL that apply) It's not the right model for the business 14% Mgmt thinks it's unnecessary 21% Other network projects take priority 36% Complexity 43% We're unsure what value it provides No compelling business reason Cost 50% 51% 57%

8 If you don t currently have a CRM solution, but plan to implement one, describe your current status 30% 30% Analyzing requirements Evaluating CRM products We plan to purchase CRM within six months 2% 18% 20% We plan to purchase CRM within 12 months We have no definitive plans to purchase CRM

9 Which CRM solution does your firm use or is evaluating? (Select ALL that apply) Avaya Infusion NetSuite Oracle/Siebel Zoho Sugar CRM Sage Microsoft Dynamics Salesforce.com Other 2% 3% 4% 6% 8% 11% 21% 24% 29% 40%

10 What factors influenced/will influence your purchasing decision? (Select ALL that apply) Mandated by upper mgmt Recommended by colleague We got a good deal Recommended by consultant We already work w/the vendor 3% 5% 8% 13% 16% Ease of management 45% Ease of use Cost 71% 74% Features/performance 87%

11 How did / how will your firm implement its CRM solution? 31% Internal IT resources Consultant or external services provider 10% 59% A combination of internal IT staff & external services provider

12 What percentage of your CRM s functionality does your business utilize? 8% 26% 13% 18% Less than 10% 5% 8% 8% 15% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% 61% to 75% >75% NOTE: None 0% -- of respondents said they used All of their CRM functionality

13 What steps is your firm taking to ensure that employees utilize CRM? (Select ALL that apply) We reward super users We regularly provide details on CRM It's tied to compensation We demonstrate issues caused by We identify CRM advocates within the We solicit user feedback CRM is closely integrated with order We implemented pilot projects first We did a business process analysis We actively address user concerns We solicited user input prior to selection We provided post implementation training Upper management leads by example 3% 9% 15% 17% 19% 22% 29% 34% 36% 40% 43% 46% 60%

14 What type of CRM solution does your firm have or plan to deploy? 15% 18% 57% On-premise SaaS Cloud A combination 10%

15 What factors influenced/are influencing your firm s choice of an On-premise, SaaS or Cloud CRM? (Select ALL that apply) Lower TCO, speed ROI Ability to control SLAs Upper management mandate Complexity Scalability Manageability Flexibility Performance Features Ease of use Cost 5% 8% 11% 27% 35% 50% 50% 50% 52% 54% 58%

16 What issues has your firm experienced with its SaaS or Cloud CRM? No problems 1% 0% 16% 2% 0% 5% 5% 0% 26% Usual migration issues associated w/new deployments Availability Integration & interoperability issues Lack of customization flexibility CRM became very expensive Application upgrades at inconvenient times Latency issues 47% Security Other

17 How does your business use/plan to use its CRM solution? (Select ALL that apply) Other 6% Marketing segmentation & messaging 54% Customer service & support 62% Sales management & reporting 65%

18 What are the main benefits your firm hopes to achieve using CRM? (Select ALL that apply) All of these Reduce costs Manage customer renewals Improve market intelligence Market products & services more Ability to share & distribute data Generate new business Increase sales Improve customer retention Improve customer satisfaction Improve customer service 8% 24% 24% 29% 37% 48% 53% 54% 56% 66% 74%

19 What enterprise applications has your firm integrated with its CRM solution? (Select ALL that apply) Office productivity suite Database Accounting Sales 43% 41% 46% 57% Business Intelligence 27% Human Resources ERP Other 7% 9% 11% Mobile applications for sales Supply chain management 1% 1%

20 What features/functions would you like incorporated into the next generation of CRM platforms? (Select ALL that apply) Increased support for mobile applications 56% Better ease of use to encourage usage More intuitive navigation capabilities 42% 48% Multi-channel view of customers More granular analytics Better integration w/legacy platforms 29% 34% 36% All 11%

21 Is your firm interested in mobile CRM? 18% Yes No 44% Somewhat 26% Possibly, but it's not a priority in the next 12 to 18 months 12%

22 Is your firm interested in Social CRM? 22% 31% Yes No Somewhat 28% 19% Possibly, but it's not a priority in the next 12 to 18 months

23 What benefits have your customers realized from your CRM solution? (Select ALL that apply) Better quality of service 64% Faster response times 61% Closer relationship/increased satisfaction 58% Personalization & customization 28% Other 15%

24 Questions? Laura DiDio Principal, ITIC (508) Home office (508) Mobile (508) Fax Twitter: lauradidio

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