CRM A silver lining for CLOUD?

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1 CRM A silver lining for CLOUD? Zinnov Management Consulting October, 2010 This report is solely for the use of Zinnov client and Zinnov personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from Zinnov.

2 On-Demand CRM is gaining ground in India Company Business Models in India On- Premise On- Premise On- Premise On- Premise Most of the companies are exploring the best marketing medium including new media marketing channels such as online seminars, online demos, blog to drive the volume of inquiries and leads Though Tier-I cities has a significant share, Tier-II cities are now emerging as the destinations for CRM providers to sell CRM solution The demand for CRM solutions in India is likely to be driven by both the large organizations and SMEs 4/12/

3 On-Demand CRM is gaining ground in India Company Business Models in India On- Premise The On Demand CRM market in India is extremely nascent with a total market size of USD million. With the market being so nascent, there are a couple of early movers who have cornered a large share of the market. These include SageCRM, Impel and Zoho On- Premise Zoho, 45% Microsoft, 19% On- Premise Others, 15% Oracle, 16% On- Premise NetSuite, 16% SageCRM, 48% Impel, 45% 4/12/2011 2

4 3 Zinnov ran a survey to understand the market potential for cloud based CRM solutions among Indian SMBs Current Pain Points Survey Our findings Poor IT adoption IT adoption remains to be dismal in Indian SMB landscape Perception around CRM Indian SMBs place CRM solutions on really low priority Target Audience 403 Indian SMBs Verticals addressed Manufacturing Hospitality Media Real Estate Finance Logistics Size (employees) Current Scenario Methods in practice Challenges Technology adoption Future potential Changing value perception Cloud awareness

5 4 Survey was focused on gaining insights around CRM adoption in India; majority of the respondents were SMBs Vertical Distribution of survey sample Distribution by number of Employees Logistics Finance Real Estate Media & Entertainment 6% 7% 7% 8% SMBs firms with less than 1000 employees Hospitality 19% 53% Manufacturing 52% 26% 13% 5% 3% 1 to 100 employees 100 to 500 employees 500 to 1000 employees 1000 to 1500 employees 1500 and above employees

6 5 For most Indian SMB s, IT adoption means Basic Solutions; Finance/Accounting is adopted by less than a third Basic Solutions 25% 75% CRM Users CRM Non-Users 98% 98% 29% Communication Collabration Finance/Accounting CRM tool is still a new concept among small and medium sized businesses in India As high as 63% of Indian mid sized businesses (100 to 1000 employees) have not adopted CRM solutions The non-adopters percentage further goes up with small sized businesses (Less than 100 employees) Communication ( , chat, conferencing ) and collaboration (Documentation, Spreadsheet, etc.) are the only solutions adopted by Indian companies. Majority of non-users believe that they don t need CRM solutions since they are self sufficient in managing their relationships on s/ mail clients, Spreadsheets, etc.

7 6 Other solutions are still in the early stages of adoption IT solutions adoption CRM adoption across verticals Communication 98% 60% 57% Collaboration 98% 46% Finance & Accounting Order Processing and Customer Management 7% 29% 13% 13% 6% Procurement(SCM) 7% Centralized System(ERP) 4% Pressure from competitors has very little role to play in CRM adoption in companies Key reason cited for adoption of CRM tool is that it helps in streamlining and managing the processes in a better manner Strengthening customer relationship and push from the customer were other important reasons cited for adoption of CRM Verticals such as logistics and finance have understood the importance of CRM technology as customer retention is of prime importance hence adoption is significantly higher as compared to other verticals

8 7 CRM is an essential part of the core business process and most SMB s with salesforce>10 people prefer to adopt CRM solutions CRM Users 47% Sales and Marketing teams create a strong case for adoption of CRM 22% 12% 19% Companies find maximum beneficial impact of CRM in marketing and lead management, customer service and maintaining customer accounts 1 to 2 3 to 5 6 to 12 more than 12 0% Half of the CRM users cited that demand from sales and marketing team led them to adopt CRM solutions 21% 25% All CRM users believed that CRM helps them increase the overall effectiveness of the team 45% Non-users

9 8 Existing CRM users see value around reliable (high brand value) and highly usable solutions which provide easy access to information Value perception of CRM Affordability Only a third of users perceive CRM to be a complete/integrated solution Scalability High Usability Affordability of the product surprisingly does not play a major role according to both the users as well as non- users of CRM technology Totality Medium Low Reliability Almost all of CRM users cited reliability as a decision criterion for finalizing the CRM solution Flexibility Credibility Accessibility Value for CRM User Value for Non-User Ease of use and access to information were cited a criteria for finalizing the solution by 56% and 69% of CRM users respectively Non-adopters associate very little or no value of CRM tool in terms of credibility which is a total mismatch with respect to the expectations of users on this aspect

10 9 On- premise CRM solutions have high brand recall among both users and nonusers Brand preference for software solutions 73% 96% 96% 96% CRM Brand Awareness Prefer to use known/tested brands 27% Ready to try new brands 4% 1% SAP Microsoft Oracle Ramco NetSuit 7% SalesForc e.com 3% Others 3% 2% 1% 1% 38% 62% 92% 82% 67% Non-Users of CRM do not have any brand preference On-premise solution providers like SAP and Microsoft are better positioned to adopt and even sell cloud offerings better when compared to online customers due to already existing brand recall in the market Non-users of CRM do no have any preference for known and tested brands for CRM solutions and ready to try new brands as long as they can provide value SAP pips Microsoft for a higher brand recall among the non-users of CRM solutions

11 10 Most of the vendors have localized their messaging for India market Microsoft Impel Oracle Zoho SageCRM Salesforce. com NetSuite K-Serve Localised Messaging Blogs/ Discussion Forums Website based Awareness Pricing Currency on Website USD INR USD USD INR USD USD INR Online Free Trials Welcome/Introduction Mail Follow-up call post registration Microsoft/Oracle are trying to create a value proposition for CRM among non-users Microsoft and Oracle have websites that build awareness around CRM solutions/ value proposition Training/ demo is not provided by most vendors INR pricing is followed by only Indian vendors

12 11 Cloud vendors have not done enough to promote awareness and hence cloud computing/saas is still a new terminology for majority of users and non users Preferred platform for CRM solution 80% 20% Desktop Application Web Browser Mobile Browser/Application 0%

13 12 Cloud vendors have not done enough to promote awareness and hence cloud computing/saas is still a new terminology for majority of users and non users Preferred platform for CRM solution 80% Cloud Opportunity 20% Desktop Application Web Browser Mobile Browser/Application 0%

14 13 Cloud vendors have not done enough to promote awareness and hence cloud computing/saas is still a new terminology for majority of users and non users Preferred platform for CRM solution Awareness of cloud computing 80% Cloud Opportunity 1% 99% 20% 0% Yes No Desktop Application Web Browser Mobile Browser/Application Cloud market continues to play low despite huge potential Around 3/4 th of respondents are currently using desktop applications to access CRM solutions Cloud computing is yet to gain awareness and acceptance in Indian market Half of companies got the solution customized to their processes but only a fourth companies have solution integrated with other applications used in the firm

15 14 Biggest challenge is around lack of awareness of CRM solutions CRM Non-Users CRM Users 10% 27% Presence of IT heads in firm 73% Yes 90% Yes No No Key influencers in decision making 18% IT Heads 87% 48% Partners of Firm 61% 6% Sales & Marketing 5% 3% Need based 2%

16 15 Traditional marketing (cold calls and viral) techniques are unable to bring about awareness Source of information regarding the current solution 24% 17% 13% 1% 0% Word of mouth Cold from vendor Internet Surfing Suggested by customer Seminar/Workshop CRM vendors are trying new methods to create awareness around CRM Word of mouth/peer references are highly effective marketing techniques CRM providers are directing a sustained effort to educate the market about the benefits Cloud Computing can provide to end-users via seminars and workshops regularly but these techniques are less effective than s/channel partner initiatives Companies regularly conduct training to acquaint the channel partners with the product offerings and aid them in selling cloud offerings Companies are leveraging existing social networks like Facebook, LinkedIn etc. to create online communities for branding

17 16 Current sales channels are not well positioned to sell cloud solutions Preferred Channel for purchasing IT solutions Procurement Channel for CRM solutions 93% Non-Users 90% CRM Users 2.7% 2.7% 1.4% 7% 1% 1% 0% Direct Selling Online Hardware Reseller Others Channel Partners Hardware Reseller Local ISV Others Online Discussion Will talk about channels currently being pushed by CRM vendors

18 17 Zinnov suggests a three pronged approach to CRM solution providers Know Your Customer Create Awareness Majority of the CRM users firms have size of about employees Non-users of CRM have very little preference for brand therefore cloud vendors have a huge opportunity to sell their solutions Recommendations Vendors need to create awareness around how CRM can help firms build relationship with their repeat customers Showcase few case studies of firms that have found CRM being effective in improving their processes* Sell Right Awareness around utility and advantages of CRM tool needs to be created among Sales and Marketing team in firms since they are the end users of the CRM solution. IT heads are the key influencers in decision making about IT deployment and therefore need to be targeted effectively for selling the CRM tool

19 Thank 69 "Prathiba Complex", 4th 'A' Cross, Koramangala Ind. Layout, 5th Block, Koramangala Bangalore , First Floor, Paras Downtown Center, Golf Course Road, Sector 53, Gurgaon N. Pastoria Ave Suite J Sunnyvale CA , Waterway Ave, Suite 300 The Woodlands TX Phone: /6 Phone: Phone: Phone:

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