CRM软件领域2006年十大新闻

　　惊天动地的收购没有成为今年CRM领域的最大新闻在近年来还是第一次。CRM技术市场在2006年仍保持着积极的和有影响的地位。下面是2006年CRM领域的十大新闻。

　　10.安全不再仅仅是数据库的事情，CRM从业者也需要开始考虑安全的问题。进行进行的研究发现，数据突破引起的客户忠诚成本为每个记录140美元。此外，惠普电话门丑闻和几起近海岸经营的失败案例表明企业应该如何保持警惕和让呼叫中心处理数据安全问题。尽管有许多报道，市场营销人员在其公司成为受害者的时候仍然没有做好准备。

　　9.CRM在Google搜索引擎中找到了一个朋友。不是一家而是两家SaaS(软件服务)CRM厂商发布了把它们的CRM系统与Google的广告词计划连接起来的工具。一个客户讥讽地说，这是市场营销的天堂。

　　8.呼叫中心采用VoIP连接。VoIP的好处值得在2006年在越来越多的联络中心应用。许多厂商，特别是小型厂商，已经决定采用VoIP技术，尽管其它一些企业对VoIP的应用还持谨慎的态度。

　　7.移动CRM继续向前发展。多年以来，我们一直没有听说过这句话：“这将是移动CRM年”。在2006年，这个预言终于成为了现实，特别是在中型企业市场和软件服务厂商之中。Salesforce公司对于收购了一家移动CRM公司而感到非常兴奋。一家焊接公司提供了成功地使用移动SAP应用软件的可信性趋势。

　　6.随需应变的CRM服务超过了CRM软件的增长。软件服务在2006年并不仅限于在CRM领域应用。这是CRM厂商以随需应变的客户化、在线社区和开源软件等方式领衔进行扩张。

　　5.SAP成为软件服务提供商。推出这项服务多年之后，SAP在2006年已经具有CRM随需应变能力。令其竞争对手失望的是，SAP为随需应变的CRM市场增加了一项改变，在其销售模块之后又提供了市场营销和客户服务模块，最终把企业现场应用的SAP CRM变成了随需应变的软件，这种新的“混合”应用吸引了人们的注意力。

　　4.大型CRM应用的回报。今年是企业CRM应用获得投资回报的开始。市场研究公司Forrester、AMR和一些分析师在Gartner CRM峰会上都提出了这样的语言。分析师预测CRM市场2010年的收入将达到84亿美元至109亿美元。

　　3.总结经验之后，人们提出了成功的理由。在2006年，每一个人对于CRM过去为什么失败都有自己的理论，不管这理论是不是过多地以技术为重点、不足以处理或者缺少耐心。但是，他们今年至少提供了一些成功的理由。

　　2.微软继续打入CRM市场。微软似乎每一年都要进入这个排行榜。因为微软确实做了这个事情。微软的CRM产品在2006年确实显示了强劲的势头，在Vista推迟发布之后提供了一些安慰。微软的CRM产品甚至进入了大型企业市场。微软还有一些大计划，要把CRM软件与Office 2007和Vista集成在一起。

　　1.SAP与甲骨文--对抗而不是收购。策略是甲骨文在2006年首先考虑的问题，因为甲骨文一再与SAP争夺CRM市场份额。伴随着巨大的市场营销努力，这两大应用软件巨头将在垂直CRM市场和技术支持方面展开竞争。

 

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以下是原文：

For the first time in years, earth-shattering acquisitions weren't the biggest news in CRM this year, but the market for CRM technology remained an active and tumultuous place in 2006. We break down the top 10 stories of the year.

10. Security isn't just for databases anymore -- CRM practitioners need to start thinking security as well. Research conducted this year found that the customer loyalty costs of data breaches can reach $140 per record. In addition, the HP pretexting scandal and several offshoring fiascos showed how vigilant companies have to be and have left call centers grappling with data security. Yet despite the headlines, marketers remain unprepared should their company fall victim.

9. CRM finds a friend in Google -- Not one but two SaaS CRM vendors released tools to link their CRM system with Google's adwords program. "Marketing nirvana," quipped one customer.

8. VoIP connects in the call center -- The benefits of Voice over Internet Protocol became worthwhile for an increasing number of contact centers in 2006 as many, particularly smaller operations, decided to make the move to VoIP, though others remained cautious.

7. Mobile CRM gets a move on -- For years, we've been hearing it: "This will be the year for Mobile CRM." In 2006, that prediction finally rang true , particularly in the midmarket and with SaaS vendors. Salesforce was so excited it bought a mobile CRM company. And one welding firm gave the trend some credibility with a successful mobile SAP implementation.

6. On-demand outgrows CRM -- Software as a Service wasn't just for CRM in 2006, and it was the CRM vendors leading the expansion with on-demand customization, online communities and open source.

5. SAP gets SaaSy -- Having held out for years, SAP emerged with CRM on-demand capabilities in 2006. Much to the chagrin of its competitors, SAP added a twist to the on-demand CRM market, following up its sales module with marketing and customer service modules, eventually marrying SAP CRM on-premise to on-demand and drawing some attention to "hybrid" as a new implementation fad.

4. The return of big CRM… -- This year marked the start of a return to spending on enterprise CRM applications, so say prognostications from Forrester, AMR and analysts at the Gartner CRM Summit. Predictions have the CRM market reaching between $8.4 billion and $10.9 billion by 2010.

3…but only after the post mortem -- In 2006, everyone had a theory for why, historically, CRM has failed, whether it was too much focus on technology, not enough process or a lack of patience. But at least this year they also offered up some reasons for success.

2. Microsoft follows through -- It seems Microsoft makes this list every year. Because it does. Its CRM product showed real momentum in 2006, offering relief after Vista delays, and even made some headway in larger enterprises. Microsoft has big plans to integrate CRM with Office 2007, and Vista as well.

1. SAP vs. Oracle -- Opposition – not acquisition – strategy was front of mind for Oracle in 2006, as it repeatedly wrangled with SAP over CRM market share. Along with massive marketing efforts, the two applications giants were fighting over vertical CRM and support.